Thomson predicts bright future for high street
Strong customer relations will continue to make travel retailing profitable against faceless online competitors.
The assertion came from Thomson sales and marketing director Miles Morgan as parent company TUI UK rebrands its 780-strong Lunn Poly network under the Thomson name in time for the January peak booking period.
He used the launch of new in-store technology, including trails of “virtual reality tours” of destinations, to stress the company’s commitment to high street travel agencies.
Mr Morgan, speaking a week after Thomson’s annual staff distribution conference, said: “While we accept that people are booking holidays in different ways, the high street will still be part of the mix. We have a retail estate that makes good money for us and we intend to keep it that way.”
He admitted that simple travel bookings like flight-only were more appropriate for alternative booking channels like the internet but highlighted Thomson’s expansion in Egypt, Bulgaria and in cruising as complex holiday choices which lent themselves more to face-to-face communication.
“People say the high street is a liability and it will struggle, I see it as quite the reverse,” Mr Morgan told TravelMole. “We are still in a strong position and don’t need to shut shops. The relationship the staff have with the customer is what it’s all about. If you can offer customer-friendly agents you have a winning formula.”
He added that Thomson plans to offer online training to the group’s 4,500 agency staff from next spring. There will also be the creation of a virtual call centre which will enable branch employees and the group’s 1,800 call centre staff to both handle sales enquiries.
Despite cost cutting which will see 800 administrative staff lose their jobs and the move of head office from central London to Luton, Thomson will maintain a programme of sending 3,000 consultants away on educational trips every year.
Mr Morgan revealed that Thomson “masterbrand” across the high street and tour operations would be promoted for the first time in a television advertising campaign due to break on Boxing Day to promote the new year booking period.
Meanwhile, Thomson is testing a 3D guide to Egypt in its Leeds shop from the end of November and is to introduce the concept to other branches in January.
“It’s the first time any travel company has created technology of this kind and it allows customers to ‘try before they buy’,” claimed Mr Morgan. “We think this has a lot of potential to promote specific destinations and we’ll be looking to expand the technology next year.
“Our plan is to work with different tourist boards to help fund the project so we can offer a wider range of destinations over the next 12 months.
“Even though internet bookings are growing, there are still huge numbers of people who want to use the knowledge and advice of a travel agent.”
Report by Phil Davies
Phil Davies
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