Interview: David Burdon, sales and marketing director, Cosmos
Cosmos new sales and marketing director David Burdon (left) is planning to attract more direct bookings after years of working just with travel agents.
Burdon stressed that Cosmos would not turn its back on the trade, but needed to take advantage of different distribution channels.
The operator, which sells around 400,000 holidays a year, has just launched its ‘Cosmos Selection’ brochure to try to capitalise on the growing market of people who want the flexibility to buy at their convenience.
The programme contains a selection of its holidays and encourages people to book over the telephone or via its website.
Burdon told TravelMole it was time the company got its share of direct bookings.
“In the past we have not wanted to upset travel agents and have worked closely with them, but the market is more mature now and you have to take advantage of different distribution channels,” said Burdon.
“We’re in catch-up mode now compared with other operators, because only about 3% of our clients book from home.”
Burdon said Cosmos wanted to continue having a strong relationship with the trade, but warned that agents had to adapt to the changing market.
“Travel agents will have to be faster on their feet and closer to their customer to survive. There are around 7,000 travel agents today. In five years there will probably be a third less, but those left will be a third more professional and a third more knowledgeable.”
Cosmos has previously sold direct through the Archers brand, but that will now be used for escorted tours only.
“Cosmos has a good name and it makes sense to capitalise on that,’ said Burdon. ‘We have over 40 years of experience in beach holidays.”
Burdon said prices in Cosmos Selection would be the same as those in programmes sold through travel agents.
“It gives people the choice. If they want to book through travel agents then that is fine. This programme is not trying to drive people to booking direct. It is just capitalising on the market which wants to book from home.”
Burdon estimated around 20% of package holidays, some 2m, are currently booked direct.
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