BIRMINGHAM, OCTOBER 22
‘Hosting an event? Venue choice can boost bookings’
An agent who organised an award-winning customer event under the wings of Concorde advised Atas delegates to be creative when considering locations for brand and product showcases. Former World Market Travel
From left: Wendy Wu, Wendy Wu Tours; Aaron Hocking, Intrepid Travel; Jane Atkins, Shearings Holidays; and Lucy Huxley, Travel Weekly
Wendy Wu: Cost is not an issue if you show the value
Agents shouldn’t be embarrassed to tackle customers’ questions around the cost of touring and adventure holidays head-on, according to the founder of Wendy Wu Tours.
Speaking during an industry leaders’ panel, Wendy Wu said: “Cost is my favourite subject, I love talking about cost. A customer may think a £2,500-a-head holiday is a great expense, but that gives you the opportunity to explain to them how inclusive that price is. “When they understand that
price includes return airfare, accommodation, tours, taxes and an expert guide who can take them to places they wouldn’t normally find, they then see the value.” She added: “The best thing
about it for travel agents is that the whole tour is commissionable, from flights to extras.” Jane Atkins, managing director of Shearings Holidays, urged agents to break costs down to a “price per day” to demonstrate value to clients. She added: “Tours may not be cheap but when compared to booking the elements independently, they offer great value.
“Once you have got a touring
client, they tend to become addicted. We have a repeat rate of over 70%, and if they are booking three, four or even five tours a year and also thinking about pre- and post-tours, then that is great earning potential for agents.”
Headline conference partners Aaron Hocking, managing
director of Intrepid Travel, said the operator was seeing growth in sales through agents, and its clients’ considerations when booking a holiday were evolving. “We are seeing growth in the
younger market, which we’re targeting with an 18-29-focused brand,” he said. “These customers are looking to travel in a responsible and sustainable way and we find they are sharing their experiences on social media during their tours and on their return.” He added: “We also have
a repeat rate in the 60s (%) and that’s because customers recognise the value they are getting and the experiences they would otherwise miss out on.”
owner Tim Giles, who now works as a consultant for southwest agency C the World, said the event at the Aerospace Flight Museum near Bristol was held for existing and potential clients, but also benefited from interaction with enthusiasts who had attended the public preview day independently. The event, which won the best small agency promotion award at the Agent Achievement Awards, cost £8,000 to stage, and has generated nearly £1 million in bookings over the past 12 months. Suppliers who presented at the event contributed about half the cost. Giles said: “We’ve previously
held events in the Roman Baths and American Museum in Bath, and the venue itself drives attendance. You can build on that to inspire your guests and encourage them to book.” He added: “We used email
addresses to monitor return on investment, and it’s been phenomenal. We took half a million in gross revenue in the months following the event and we’ve added nearly half a million since, so we’re on the edge of £1 million gross revenue.”
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1 November 2018
travelweekly.co.uk 17
PICTURES: STEVE DUNLOP
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