TravelMole Guest Comment: Don’t forget the SMEs

David Chapple is event director for the Business Travel and Meetings Show, taking place at London’s Earls Court on 8-9 February 2011. Here, he outlines the potential of the SME market for independent agents.

"Good news for independent travel agents: there is business to be had and money to be made from the SME market. But first you need to refine your service offering, enhance your marketing and make them aware of your worth.

The SME market is an interesting one when it comes to corporate travel. They do travel. They have travel budgets. But many still insist on booking it themselves online, losing hours and hours of valuable time that could have been spent making money instead of wasting it. This makes the SME market ripe for targeting by the independent travel agent, who can help them save time and, in turn, money.

SMEs and independent travel agents are as natural a pairing as bread and butter, easy and Jet, Kate and Wills… But before sharpening that new business sales pitch, agents need to sharpen their offering, increase their competitiveness and make SMEs aware how valuable they can be to them. Why? Partly because they are not the only ones trying to break in to the lucrative SME market.

In response to a difficult few years for the travel industry, a number of larger TMCs have also cottoned on to the opportunities that exist in the SME community and have launched dedicated product and service offerings to tap into the market – Simply HRG and CWT Focus to name but two. Independent travel agents may not have viewed this type of company as competition before, but they are now.

So my question to independent travel agents is what are you going to do about it? How are you going to mark your territory? How are you going to be heard among the big boys? Can I be bold enough to suggest starting with a visit to the Business Travel & Meetings Show? Many SME visitors attend BTMS every year, and we have plenty to offer that could benefit agents, too.

On 8-9 February there will be around 200 world-class business travel and meetings suppliers in Earls Court. Come and meet them, find out what innovations they have to offer to the SME market. Find out how you can evolve your business and your offering, and learn how to equip yourself to better sell your services to the SME community.

At BTMS there will be 6,000 like minded industry professionals – including many SMEs – all ready to network with you. Use this opportunity to expand your business reach and build new relationships.

And of course BTMS hosts Europe’s leading corporate travel conference programme, with 26 sessions open to you attend for free. There are sessions that will help you understand the problems and issues that SMEs are facing, what they are thinking, what assistance they need and, most importantly, how can you help them: sessions from inspirational keynotes and panel discussions on social media, cost control and unbundling.

These sessions are free to attend for registered visitors. To register for a free visitor pass and the Business Travel & Meetings Show conference programme, simply visit www.businesstravelshow.com and increase your competitiveness for 2011."