Social media: Top tips for boosting bookings online
Alison Holmes, head of The Co-operative Travel Consortium
Alison Holmes (second right) presents Karen Capstick, Katie Hamlin and Jo Mortimer of KT’z Travel with the consortium’s outstanding newcomer award 2016
Technology suite: Holmes unveils range of new tools
The Co-operative Travel Consortium is rolling out a suite of technology tools including a text messaging service, online payments and a customer relationship management system (CRM).
Head of consortium Alison Holmes, who unveiled the technology at the group’s first overseas conference, said: “We need to improve our technology offering to members, so that will be our key objective for next year.” There would be a “minimal extra
charge” for the tools, Holmes said. The text service will mean members can send messages to clients, for example, to let them know their balance is due. The cost to send will be 4.7p per text. Members’ clients will be able
to pay for bookings online via a new Manage My Booking tool, which will also allow payments in instalments. Holmes said: “This is a great
option for customers who don’t want to go into the branch to pay and want to pay quickly. Customers expect to be able to pay
“We need to improve our technology offering…that will be our key objective”
online and doing so in instalments is becoming more popular.” In addition, Holmes revealed details of the CRM system, which will, for example, allow members to run reports to see which consultants are taking the most bookings and which holidays are
selling best, and plan accordingly. Holmes said: “The CRM system
will help agents understand the demands of their customers. We believe it will be really useful. Next spring, members’ existing
front-end selling systems will be replaced and updated by the V-Tarsc system, compatible with tablets and mobile phones, while a business-to-business mobile website will also launch. Next year’s conference will be
held at the all-inclusive Kipriotis Village Resort in Kos, Greece, from September 28 to October 1.
At a glance: The Midcounties Co-operative
THE CO-OPERATIVE TRAVEL CONSORTIUM MEMBERS: 40 agents, with a total of 53 branches, compared with 36 last year
ANNUAL TURNOVER 2016-17: Predicted to reach £125 million for the year to the end of January
CO-OPERATIVE TRAVEL, PART OF THE MIDCOUNTIES CO-OPERATIVE RETAIL SHOPS: 57, with ambition to reach 100 ANNUAL TURNOVER 2016-17: Predicted £169 million PERSONAL TRAVEL AGENTS HOMEWORKERS: 150 ANNUAL TURNOVER 2016-17: Predicted £50 million
Agents were advised to boost bookings via social media by posting at the right time of day, focusing on one channel and using picture-led content. Bruce Martin, founder of social media agency Ginger Juice, gave The Co-operative Travel Consortium members practical tips on how to increase conversions. He urged agents to focus
on just one social media site, such as Facebook, to interact with clients. Instead of posting first thing in the morning when most people are busy, he suggested putting posts up later in the day. “Avoid Saturday day time and mornings,” he added. Content is critical to stop users scrolling past the post. “Use great images, avoid long text and be clear. Check what it looks like on a mobile as that’s where most people see your posts,” he added. Posting funny, emotional, personal, daft or topical information or videos will catch customers’ attention, he added, as well as giving your insight on a destination. Ginger Juice worked with
PR World Travel to produce six advertisements on Facebook over 10 days at a cost of £125. It reached 18,000 local people and resulted in 2,000 people liking or sharing the posts and 110 on-page enquiries.
Bruce Martin, Ginger Juice
17 November 2016
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