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TTG Toolkit Mystery Shopper


Mystery Shopper in Wakefield


The mystery shopper visited two agencies in Wakefield and asked for a week’s holiday in Gozo in June for two, with a budget of £1,100, flying from a local airport and staying in self-catering accommodation. They thenmade two Google.co.uk searches using the term ‘Gozo self-catering holidays’


This week’s contenders:


Althams Travel 5 Kirkgate


First impressions: This store instantly appealed to me due to a window display which featured a giant hand-made paper heart; on it were lots of romance-themed holidays. The shop’s interior was clean and bright. 10/10


Sales process: The consultant asked lots of questions and continued searching until they found everything I required. The holiday was brought to life by the consultant who read out key features of properties and showed me pictures. 12/15


Product match: I was given quotes for two holidays to compare, one on a B&B basis, and a self-catering holiday that was more expensive, at £981. Transfers to Gozo did not appear to be included, but the agent spent some time on the phone ensuring they could be arranged. 14/15


Making the sale: During my visit the consultant asked twice if I wanted to book that day. I was given contact details and asked for mine, but a follow-up call was not mentioned. I was told the opening hours and given insurance quotes. 8/10


88% Gozo’s Azure Window


TTGhas teamed up with React Surveys to simulate a realistic booking process each week – that means a mystery shopper looking for the best deal from agents and operators on the high street, online, on TV or in newspapers. The Mystery Shopper research is carried out on behalf of TTGby React Surveys, and no further details or information can be disclosed. Researchers take into consideration first impression, sales process, product and budget match and extras offered before giving an unbiased opinion of which channel/company they would have booked with on that occasion. We do not claim that the winner is the best in an area or specialist sector, as we may report on competing travel firms in the future. Please note that the aim of Mystery Shopper is not to criticise individual agents or companies, but to promote good sales technique for the benefit of all in the travel trade.


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32 13.03.2014


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