Fresh call for agents to sell UK
Agents have again been urged to stop blindly selling overseas packages and to switch their focus to domestic holidays after watching their income tumble at the hands of mass market operators.
The fresh call came from organisers of the British Travel Trade Fair who insisted the sale of UK holidays has never been more important.
Event director Graeme Barnett said it was now time for retailers to finally head the message.
“For years we have been pleading with travel agents to focus on the huge earnings potential inherent in UK domestic travel and tourism,” he said. ” Now the likes of Thomson, First Choice and Thomas Cook have hit retailers where it hurts most, holidays at home have taken on a new importance.”
Admitting it is now a cliché to suggest agents have been missing out on generous commission payments from domestic operators, he said the “underlying truth of that assertion is now being driven home.”
“Combine pay cuts with the widely-acknowledged trend towards more shorter haul breaks and market forces begin to become irresistible,” said Barnett. “Retailers who ignore the facts are now in grave danger.”
Agents have traditionally struggled to tap into the domestic market for several key reasons. They argue, generally correctly, that customers who walk into a high street agency are looking for an overseas package with guaranteed sun and simply do not want to holiday in Britain. They also believe commission earnings will be significantly higher for overseas products.
In addition, it is straightforward for customers to book domestic holidays without the need for an agent while retailers’ knowledge of Britain is patchy and often inferior to that of the customer.
VisitBritain chief executive Tom Wright backed Barnett’s call.
“We have long encouraged retail trade involvement in selling Britain,” he said. “The imperative has now become even stronger.”
He added that the trade fair – to be held on March 1 and 2 at the NEC in Birmingham – will focus on family holidays in the UK and give agents the perfect platform to enhance their knowledge and explore the opportunities of selling domestic breaks.
“The UK offers a huge diversity of travel and tourism opportunities and now more than ever the retail trade needs to take full advantage,” said Wright.
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