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ITC Luxury urges trade to tap into BBC travel show
Juliet Dennis
juliet.dennis@
travelweekly.co.uk
The trade is being urged to promote itself off the back of a TV documentary about ITC Luxury Travel Group, which aims to “fly the flag for the whole industry”. The Millionaires’ Holiday Club,
which airs at 9pm tomorrow (June 10) and June 17 on BBC2, is a behind-the-scenes look into how the independent luxury operator puts together holidays. One agency, Travel With Jules, is already promoting a link to clips
of the TV show, while ITC’s agency sales team has promoted exclusive deals to hotels featured in the programme to the trade. Although agents do not feature in the show, ITC chief executive Jennifer Atkinson said the trade can capitalise on the publicity raised to promote their own businesses. She said her goal in allowing the TV cameras in was to demonstrate the professionalism, service and knowledge of travel professionals in general. “Let’s use this opportunity as
an industry to get that message across,” said Atkinson. “This isn’t
Jennifer Atkinson (centre) and her ITC colleagues feature in The Millionaires’ Holiday Club on BBC2
just an ITC piece, it’s an industry piece. This represented a chance to show what it is we do and why it’s so much better to book with a qualified tour operator or agent.” As well as featuring clients, the
programme shows staff on fam trips to the Seychelles, Koh Samui and Bangkok, and selling holidays at ITC’s head office in Chester. Atkinson is confident the fams will not come across as “jollies”.
“First-hand knowledge is our point of difference,” she said. “We pay a lot to go on these trips.” Atkinson also hopes the show
will inspire young people to work in the trade. “I hope to be flooded with people who want to work in travel. You can live like rock stars and have a great career,” she said. ITC, which expects to turn over £87 million this year, will hold a recruitment open day in late June.
5 Lufthansa stands firm on GDS fee
Ian Taylor
ian.taylor@travelweekly.co.uk
Lufthansa has signalled no retreat on the GDS fee it imposed nine months ago or its desire to drive bookings via direct channels. The group introduced a €16 (£11.30) Distribution Cost Charge on GDS bookings of Lufthansa, Swiss, Austrian Airlines and Brussels Airlines flights last September. At the time, Lufthansa said it
aimed to “save money on the GDS”.
But chief executive Carsten Spohr said this week: “It’s not about cost savings. It’s about accessing [customer] data.” Spohr said the data would
enable the airline to adjust pricing. However, he denied personalised offers would compromise fare comparisons or lead to higher prices, saying: “We can never be higher [priced] than we offer to the general market. What we offer an individual can only be better.” Spohr said: “In an ideal world
we would have [introduced the fee] six months later [than last
6
travelweekly.co.uk 9 June 2016
“It’s about accessing [customer] data. What we offer an individual can only be better”
September], but [GDS] contracts were at an end. There was criticism – in some cases, justified. [But] the overall impact is neutral. We saw less of a shift [in bookings to rivals] than we expected. “Big travel agents and big
corporates are directly hooked up to our system. We had a shift from the
GDS not only to
Lufthansa.com but direct with agents and corporates. We are adding more Direct Connect contracts by the week.” Spohr insisted: “I expect other
airlines to follow. We believe the industry is ready for change.” However, he acknowledged: “The majority of bookings are still with the GDS.” Asked if Lufthansa had cut fares
to maintain market share, he said: “I’m sure on very competitive routes we have been forced to bring down fares. But this happens. We adjust fares 10,000 times a day.”
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