50
focus on
Holiday Extras – Value Added Max –
levels slashed in some sectors there are still plenty of ways they can maximise revenue, says Dave Richardson
W
With fl ight, accommodation and package holiday prices still very competitive, it’s more important than ever for agents to maximise their revenue by selling add-ons. City break, touring and cruising sales are all important opportunities to sell add-ons at this time of year, in addition to winter sun. A growing number of companies specialise in add-ons, and with the exception of taxi and transfer operators they target both package holiday and dynamic packaging clients. But some specialists are trying to get away from the add-ons concept by making the ‘extra’ activity pivotal to an agent's sales pitch. Attraction World (
attractionworld.com) Head of Sales, Nick Hughes, says: “If an agent is simply offering a fl ight and hotel, that’s purely a transaction when websites doing the same are ten a penny. So when it comes to New York, why not sell a helicopter tour of Manhattan and then say we can do the fl ights and hotels too? “It’s about offering a service as much as the
commission, as by adding Top of the Rock – for the best views of New York from the top of the Rockefeller Centre – you can also save
hile agents have seen their commission
customers queuing over an hour to get in. In Rome the Vatican City is the most popular tour, but if you don’t pre-book the average queuing time is three-and-a-half hours, and that’s a large chunk out of a weekend trip.” Florida attraction tickets are the biggest seller for Attraction World, but Florida represents just three per cent of its product range. Key growth destinations include Italy, Mexico, Dubai and the Far East, including Hong Kong, Thailand, Singapore and Vietnam.
Create lasting memories Annabel Cove, Business Development Manager of
DoSomethingDifferent.com, also feels the add-on should be central to the holiday sale. “We believe it’s what you do on holiday, not
how you get there or where you stay, that creates the longest lasting memories,” she explains. “With over 2,000 experiences in more than 40 countries, there is always an experience for everyone. Of course, we offer great deals on all the favourites like theme park tickets, but there’s also so much more as we continue to
This page: Helicopter tours of the Grand Canyon make for healthy commission for agents; the London Eye adds capital to a UK booking; Next page: Water activities in Mexico; New York is a city brimming with excursion opportunities
“Cruise lines' own excursions are expensive and agents don't make anything selling them. Cruise lines feel they have exclusivity, but they make massive mark-
ups.....we are trying to change the mentality of agents"
GRAHAM CHUTER, BUSINESS DEVELOPMENT MANAGER,
CRUISINGEXCURSIONS.COM
respond to the growing demand from agents for inspiring, genuinely authentic experiences.” Agents should also consider the UK for add-ons, says SuperBreak (
superbreak.com/agents) Sales and Product Director, Jane Atkins. “Adding on components to make a rounded package continues to be a key area for us, with 80% of our London breaks including one or more added element,” she says. “There are real benefi ts to pre-selling add-ons and it’s important for agents to communicate these. For example, if customers pre-book the London Eye or Madame Tussaud’s en they can add a queue-jumping facility.” James Lewis, Head of Partnerships for Holiday
sellingtravel.co.uk
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