p32-33 letters mar27 24/3/09 17:24 Page 45
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No customer loyalty as online Lack of women on the Cimtig Partner up to meet client
deal steals my booking Awards 2009 judging panel needs, and create a market
I have just spent one hour helping a customer I was interested to read how the Cimtig Travel Are people really going to give up their
find a new holiday after their initial choice had Marketing Awards were “overhauled to reflect holidays this year? Recent research from
become sold out. The original holiday was a what’s going on in the industry” (TTG March 13). Flyresearch.com suggests the stay-at-home
First Choice package. However, it is a pity this sentiment doesn’t bods (15% of respondents) will continue to do
I eventually found a suitable alternative with appear to have been carried through to the so but 33% have not altered their plans.
Thomson and told the client all about it from judging panel. Of the 23 judges, I was amazed So the question is: if customers continue to
the brochure. to see that only two of these were female. It is book, what will they book?
He was really happy with the alternative and disappointing in this day and age when over Research also suggests 12% might stay in the
was on the verge of booking, when his partner 43% of marketing departments are female that UK, but actually a small percentage (14%) say
checked Thomson’s website and found the Cimtig could not reflect this in their judging they have been affected by the credit crunch.
same holiday at £46 per person cheaper. team. I would be fascinated to learn why there We need to badger our suppliers to build
This was after I had already offered a discount was such a male bias. more value for clients (four nights for the price
to be closer to the cost of the First Choice of three) or additional activities or services,
package, and which would have meant making Kathryn Beadle such as a breakfast thrown in or being less rigid
£7.44 on the booking (a sum that would not head of commercial, Hurtigruten on length of stay or day of arrival so that cus-
have covered the cost of the call). tomers can take advantage of cheaper flights
Needless to say, despite all my effort, they It was no oversight – Cimtig and still travel for five nights instead of seven.
went and booked online. That’s loyalty for you. chair Hoda Lacey responds Or we can source UK travel product for the
I also queried the list of judges initially. The stay-at-home bods. Sometimes we must find the
Name and address supplied awards sub-committee spent much time on unmet-customer needs to create a new market.
the selection process and their conclusion was If we join forces with other firms to build
■ TTG would welcome a reply from Thomson that there were few senior enough women in more customer value we can earn a greater
marketing in the industry. It was important for share of the encouraging 33% of UK consumers
Agents should start charging us to have well-established names to add who are still going to go away anyway this year.
deposits for brochures credibility to the judging. So who are you going to partner with in 2009?
We get people in asking for specific tour Another issue is that, human nature being
operator brochures, but when we ask if they what it is, we tend to fish in a pool of readily Kathryn Bullock
would like us to check availability some have available fodder. Once names are on the managing director, Villas for Travel
the cheek to tell us they have booked online! speaker/judging/whatever circuit, they are
To stop people taking brochures who have more easily remembered and approached ■ For a free copy of the Flyresearch.com
booked direct, and other time-wasters, why not again. I think women need to make more of an results, email info@villasfortravel.com
add a small charge for brochures? effort to break into that circuit.
This would reduce the amount of brochures This item is on our agenda for the next plan-
What do you think?
produced, deter the time-wasters but not put ning meeting. It certainly wasn’t an oversight.
off the genuine customers as they would know You quote 43% of the marketing sector as The deadline for letters is 10am on Tuesday.
they would get the deposit back. If a deposit is being female. I believe this may represent the We need your name, job title and company
paid, and no holiday booked, the money could marketing sector as a whole but may not reflect address. These will be withheld on request.
go to one of The Travel Foundation funds. the travel industry. Additionally, what proportion Priority is given to letters sent exclusively
of those 43% are at the top of their tree? I also to TTG. Please limit letters to 250 words
Jane Peacock notice the lack of female contribution in many maximum. We reserve the right to edit.
The Co-operative Travel, Long Sutton discussion panels, and speakers at conferences. Email: ttgletters@ttglive.com
We are always looking for new topics for our Fax: 020 7921 8033
■ Would your customers be prepared to seminars and this may well be one of them. Blog: Or why not have your say online?
pay a deposit for a brochure? Let us know Write a blog at yourspace-ttglive.com
by emailing ttgletters@ttglive.com Hoda Lacey, chair, Cimtig
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