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Now is the time for businesses to work together to boost sales

Monday, 07 Jul, 2009 0

TravelMole Guest Opinion by Rajan Sawhney, sales director, The Holiday Team

From selling online to local advertising campaigns, continued marketing is more important than ever in recession.

We all need to get customers through the door, online and picking up the phones. But when budgets are tight marketing is an easy line to cut.

With limited funds it’s hard to make an impact.  How do you cut through the media noise and get your message heard?

At a time when agents are reviewing costs on every level suppliers to the travel trade need to be innovative and offer something extra to help agents increase their profit in difficult times.

Now is the time for businesses with shared commercial interests to work together to develop plans which will help to boost sales.

This week we launched a commitment to our travel agency partners to assist them with marketing advice and support.

And on a selective basis we’ll even offer a financial package to help with marketing.  

 
There have been a few raised eyebrows when we’ve mentioned this to people. The prospect of offering a pot of money to jointly fund campaigns is something unusual.  
 
But these are unusual times and we need to create solutions together. Where there is potential to grow business for mutual benefit we need to look at new ways of working with our travel partners. 
 
This is the time when suppliers must share best practice about marketing, web development, online selling, technology and customer relationship building. 
 
The advice and even financial support will appeal to some independent agents who need to maximise profit but don’t have the in-house resource to  give proper guidance about the practicalities of promoting their business. 
 
As part of good management, it’s essential to keep reviewing supplier relationships to make sure they are offering the best value for money and the best possible service both pre and post booking. 
 
I’ve known businesses which have saved thousands of pounds per year just by simply switching suppliers.  But it’s not just cost.  Choosing the right travel partners which have modern technology and marketing support can become an extension of any business and save time and share cost. And ultimately offer a better service to clients. 
 
I’d recommend conducting a supplier audit on a regular basis.  And that means everything from preferred flight, hotel and tour operators to printers and marketing agencies.
 
Keep an eye on new companies entering the market who may be able to offer better prices and offer more support to your business. Long-lasting partnerships should be valued but should not become complacent.   
 
Travel agents are the lifeblood of many travel businesses and new players are coming into the market despite the recession. 
 
These companies are keen to gain market share and will be snapping at the heels at some of the more well established operators. 
 
They want your business and will bend over backwards for you.  And that could even extend to funding where there is potential for sales.
 


 

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Phil Davies



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