news comment
ttglive.com
“People want more personal service, not to be a number. They want people they buy from to know their values”
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Matt Stuart
Getabed.co.uk
hile racing around my local supermarket last weekend, in a bid to beat my previous fastest time, I noticed the
growing number of promotions highlighting goods from independent and local suppliers. It seems that people are looking to buy from and engage with brands that are smaller, more localised and therefore, in their eyes, more credible. The consumer is sick of massive corporate conglomerates – after all banks over- stretching themselves are largely responsible for the current austerity measures. However, if we are to believe the “big two”
travel companies, this inherent distrust of large brands is not the case in our industry. They’re crowing that they’re the only ones to be trusted, thanks to the demise of a clutch of independent businesses such as Goldtrail and Kiss. Selective memory is clearly playing a part here – after all let’s not forget that giants such as Court Line and, of course, the XL Leisure Group collapsed dramatically. In my opinion it is not a case of “big equals good, small equals bad”, no matter how much Tui and Thomas Cook would like us to believe that. It’s about having integrity and credibility no matter what size your business. People need to trust you. We’ve been trading for 19 years and have built up successful relationships with agents, hoteliers and suppliers which form the backbone of our business. People are increasingly looking for more
personal service in all walks of life as good, old-fashioned customer service disappears
18 22.10.2010
from sight with many racing to become the next faceless online operation. People are no longer prepared to be treated as a number – they want the person they buy from to know their values. Why do you think store cards are now offered by most large retailers? This is how they learn your buying habits and personalise their service – big brands trying to give the small company service. Consequently, we’re all used to receiving marketing information addressed to us personally – not to “Sir/Madam”. In order to counteract the “big two”
propaganda, I suggest agents take a few of these thoughts onboard: ■Pick your battles: if you cannot always compete on price, don’t! Look at what you can offer aside from pricing – whether it’s service, convenience or expertise. Let go of customers who buy on price – someone will always sell for £1 less.
■Don’t book them: if you have ongoing prob- lems with suppliers that take up valuable time.
■Look at the background of your suppliers: are they a new brand that has popped up in the past five years and may not stand the test of time? Look to work with companies with sustainable business models that match your own beliefs and have it all – great service, product, technology and pricing.
There will be consumer anxiety regarding the financial stability of the travel industry for a while yet, so choose carefully who you get in to bed with. Only the very best partners will do.
Matt Stuart is managing director of
Getabed.co.uk
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