Touch-points key in downturn says Travel Corp boss
Addressing consumer touch-points and innovation is crucial in the economic downturn, stressed Brett Tollman, president of the UK-based, Travel Corporation at the annual summit of the World Travel and Tourism Council in Florianopolis, Brazil.
The director of privately-held, niche travel and hotel brands including Trafalgar Tours, Insight Vacations, Contiki Holidays, Uniworld Boutique River Cruise Collection, AAT Kings and Red Carnation Hotels highlighted the fact that now, “everyone wants a high-touch experience,” whether the client is in the mid or high-end of the market.
“So it’s really about trying to come up with those experiences,” said Tollman, whose companies mainly sell through the trade on both sides of the Atlantic.
“We’ve come up with a travel agent rescue plan….so there are opportunities in these times…(but) the consumer is so astute these days.
Value added services are being rolled out to clients, such as free guided tours of London museums if you book a hotel package or two-for-one flight deals in order to encourage clients to travel. The company has also launched – Epartners – which is a CRM tool that brings together agents and customers.
The Travel Corporation’s business in the US has “been hit the most by the downturn,” said Tollman.
“Australia has been hit less due to trade with China…Canada is in a downturn, but has some vitality,” he stressed. “My personal view is that we will see a significant period of downturn.”
However, there are green shoots in Travel Corporation’s portfolio.
Multi-generational holidays are holding up, as are river cruises, which have been popular with those who have already experienced sea-going vacations.
Escorted holidays have proven to be a “challenge,” so has the luxury-end of the market, especially hotels.
Tollman said that despite the economic crisis there has been a move to uphold prices and not distress them.
The younger market represented by its Contiki brand has also weathered well.
“The sector here is more robust. There is a greater willingness for the young to pay for experiences,” he said.
Phil Davies
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