DESTINATIONS SELLING TIPS | TOURING & ADVENTURE
Aexperts SK THE
1 ‘Tie in with TV travel shows’
Richard Forde is head of trade sales at Newmarket Holidays, focusing on growing partnerships with travel agents across the UK. He has worked in travel for 24 years, starting aged 21 as a photographer on Royal Caribbean ships.
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Richard Forde head of trade sales, Newmarket Holidays
How to sell: Mature travellers choose escorted tours because they want someone to be there every step of the way. They also want to visit lots of locations and get off the beaten path. So they appreciate the ability to make a single reservation that includes multiple hotels, tours and transfers, reducing the time that comes with piecing an itinerary together themselves. Tours can include a huge range of attractions, activities and events, with operators leveraging group rates and buying power to secure the best options. Agents can break down the costs then price up individual elements with the customer to
travelweekly.co.uk
highlight the outstanding value of a tour. Another element that can appeal to mature travellers is the social aspect – travelling with a group of like- minded people is great way to make new friends. What’s hot: Several of our long-haul tours always sell well, including Elvis Presley’s Memphis, New Orleans & Nashville and our African safaris – proving that mature travellers don’t lack a sense of adventure.
Mature travellers are an ideal audience for guided tours, so boost your sales with these top tips, writes Alice Barnes-Brown
Top tip: Customers love a celebrity travel programme, so agents should link their advertising, email communications and social media posts to recent and forthcoming TV shows. Travellers want to follow in the footsteps of Jane McDonald in Japan, Gregg Wallace in South Africa or Joanna Lumley on the Silk Road – and an escorted tour is often the easiest way of doing that.
4 JANUARY 2024
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PICTURE: Elvis Presley Enterprises Inc
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