Four independent agents share their selling secrets

Four Global Travel Group agents shared their secrets of success at this year’s conference, hoping to inspire their Global colleagues.

Here’s what they had to say:

Ben Owen at Venture Travel has built his business purely around social media, mainly Facebook. He says Facebook is incredibly cheap and gets a high level of return. Specialising in the family market, Ben and his business partner Hugh Bourne make good use of Facebook’s targeted marketing tools, aiming their marketing according to age, gender and the engagement of the Facebook user. Ben believes Twitter is useful as a customer service tool and Instragram is ‘up and coming but not quite there yet’. He is now exploring opportunities with voice technology in order to ‘be ahead of the wave’ and is also preparing for changes at Google, where searches in future will be linked to a company’s Google Reviews ratings. He is fully aware that all marketing tools have a shelf life. "First you had radio, then TV, Google, SEO, and now social media. Facebook will die out when something better comes along," he said.

Jo Richards at Tivoli Travel in Mirfield finds it very useful to attend local events to promote her business, but not always events agents would automatically think of. While she organises her own travel shows each year, inviting 15-20 suppliers to come along, she also attends other events, from wedding shows to Christmas fairs at the local golf club. She uses posters and social media to let people know which events she is holding or attending. She advises fellow agents not to focus just on events that attract wealthy people as they are not always the ones that spend the most. "Sometimes it’s the middle classes who are most likely to spend the money on a big holiday," she said. Jo is opening her second shop, in Lindley near Huddersfield, early next year.

Issy Wiggins at Go Easy Travel in Berkshire, finds that networking events with likeminded business people are a good way to generate sales. Not being a morning person, she decided to avoid breakfast meetings and to start a networking group for later in the day. Called the 10-12 Business Club, Issy spends about two hours a week devoted to organising the club, which meets monthly and now has four groups. Members pay an annual fee of under £300 a year and the club has an 80% renewal rate. Events are promoted on social media and Eventbrite. Issy said each time she goes to a meeting she mixes up her ‘message’ perhaps focusing on a new cruise ship or a particular destination. "I set myself up as the expert in the room rather than offering discounts," she said.

Claire Welling at Itsso Travel in St Ives has become renowned for her shop windows. Rather than plastering her window with offers, she decorates her windows with a particular travel-themed ‘story’, changing it every two months. The windows, all designed and made by Claire, have quickly become a talking point among locals who wait and wonder that the next display will be. Claire has managed to fuel this interest using social media, posting hints on Facebook about the next theme. A big fan of Disney, she always incorporates Mickey and Minnie into the window story. Claire also uses Facebook to run competitions where locals can win giveaway bags – usually merchandise from suppliers. She videos herself filling up the bags and talking through the contents. "It’s daunting at first, videoing yourself but it’s worth it. It’s getting more and more engagement. We’ve really thrown ourselves into the community and that’s what people love."