Want to sell more winter holidays? Get some training

Darrell Toakley of Darrell James Travel explains why he attended an Inghams travel agent training event at The Snow Centre, Hemel Hempstead hosted by the Tirol Tourist Board and the Oetztal Tourist Board.

Do you already sell many ski holidays?

This is an area we are looking to grow. This year we are 10% up on ski holiday enquiries but the conversions haven’t happened just yet. The trend seems to be that customers wait until the ski resorts get their first snowfall, which tends to coincide quite nicely with the Telegraph Ski & Snowboard show in London. We are hoping the next few weeks will turn those positive enquiries into bookings.

How good is your knowledge of winter sports?

I have skied for about seven years now. As well as downhill, I’ve enjoyed cross-country, snowshoeing, dog-sledding too. Ski resorts aren’t just about skiing!

Why did you attend the training day?

My first ever ski holiday was to the Tirolean ski resort of Ellmau in the SkiWelt and I wanted to learn more about what the region has to offer and gain further knowledge that I can pass on to my customers.

How has it helped you to sell winter sports?

It worked really well as a refresher course and to boost my knowledge of specific resorts like Obergurgl and Soelden in the Oetztal. It has helped me distinguish between the resorts, Obergurgl great for families and taking it easy, whilst Soelden fits better for those looking for a party atmosphere too.

Has it plugged any gaps in your knowledge?

It was great to hear what’s new for this season, things I wouldn’t necessarily have picked up on without doing heavy research myself. I also learned today about Snowsport England’s new initiative GOSKIGOBOARD (www.goskigoboard.org.uk), which aims to get people into and back into snowsports. You can do one of their 6 week courses at one of over 30 facilities in England before your holiday. It can enhance your overall holiday experience as you can overcome those initial hurdles without wasting precious holiday time. Try ski boots on, learn to snowplough, use a ski lift at somewhere like Hemel Snow Centre, and as soon as you arrive in resort you will be ready for action!    

What steps would they suggest other agents take to sell more winter sports?

To sell winter sports you have to know what you are talking about and the only way to do that is to give it a go yourself. Talk to one of the ski specialists, like Inghams, and see if you can join any ski training events at one of the indoor snow centres or whether there are any places on skiing fam trips abroad. Inghams offer agents concessions on their ski holidays too if you wanted to try it on your own holiday. 

What do they find most challenging & most rewarding about selling ski trips?

It’s always challenging, in a good way, of course, when you get to book a group. There is a lot to consider as generally a group consists of mixed abilities and you may have non-skiers too. Resorts are geared up with plenty of other winter activities for non-skiers, from sledging to spa so it is never a problem.  The most rewarding is when you have sent first-timers to the slopes and they come back wanting to book again for next year, that’s when you really know they have caught the bug!