p12-13 Touring roundtable Jan15 13/1/10 18:46 Page 13
ttglive.com
in-depth
just some of the destinations BEST wants agents to focus on, rather than rely on outdated images of coaches, when selling touring holidays
BEST IN BRIEF
coach and that is what they think of when they discussion related to the size and potential scope
hear ‘escorted tour’ – it couldn’t be further from of the market and the high levels of commission
Mission statement
the truth,” he said. “But 10 years ago cruise was- offered by each booking.
To create a platform for agents to proactively sell
n’t sexy and agents thought it was all blue rinse When talking to agents, Ashley Dellow said and support the growing escorted holiday sector
and black tie. With BEST we can hopefully, be as he pushes the message that there is no need to
successful in shifting opinion.” discount tours because they offer such good
Key aims
Byrne said his contact with agents demon- value for money when broken down into their
1. To raise the profile of this growing sector among the
strated the mountain the sector had to climb. components.
retail community
“Customers walk into a shop and ask about a
2. To help change agents’ perception of the sector
3. To help the travel trade understand touring’s
destination, and the agent is using a touring Ageing population
commercial opportunities
brochure to offer suggestions, but not actually Wilson said agents needed to be shown how the
offering something from the brochure,” he said. ageing population represented an ever-increas-
“I quizzed agents about how long they thought ing market for touring. and retained commission has suffered.
customers spent on a coach on an escorted tour Melinis pointed out that by selling a tour, agents “Agents are starting to realise they can’t make
and they came back with 10-12 hours. They were received commission on every element, includ- as much money and we have to show them
shocked when I told them it was less than three.” ing excursions, food and transfers. “They would that touring is a good and profitable alternative.
Colin Wilson added: “There is a belief that need to sell five city breaks to make as much.” “These are not cheap holidays, but they are
customers pack and unpack every night, but in The average price of tours sold by agents who value for money and, as a sector, our satisfaction
fact these are centred holidays with excursions sold them regularly was higher than direct levels and repeat business are unrivalled – all
and, as we intend to prove, there is no better way channels, said Wilson. good news for agents who sell tours.”
to explore a destination.” Brown added: “A good agent will upgrade Traynor said touring companies’ satisfaction
BEST members agreed that most agents were everything and make even more commission.” levels were near perfect and anything below the
not aware of the commercial opportunity offered Mascarenhas stressed the importance of not high 90s was unacceptable. “Cruise lines and
by escorted touring. following the cruise market into a discounting other operators boast about figures like 94%. We
Two main points came across during the “bun fight”, saying: “Cruise is a discount market would not be happy with that.”
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