NEWS delegates to its first conference since the pandemic. Robin Murray reports from Paphos, Cyprus


Delegates enjoyed a toga party during the event


‘Consumers value agents more in wake of pandemic’


I to tackle ‘isolation’


them, and if they don’t pick up, the guys will leave a voicemail or email them to arrange a convenient time to have a chat over the phone. “We find we get so much more


from a five-minute conversation on the phone than we do from an email discussion. It benefits both us and them.” As part of this new


communication strategy, business development director Damian Mc Donough welcomes all new agents to the firm with a phone call.


Ben Rodger


ndustry leaders say the Covid pandemic has left consumers with a greater appreciation of frontline travel agents. A panel of speakers discussed the current climate


and key issues facing the sector during the conference. Alison Holmes, head of Midcounties’ Co-operative


Travel Consortium, said the “silver lining” of the pandemic was that customers now value homeworkers and retail-based agents more than before. “It’s clear people want agents’ advice and the security of


booking through an agent,” she said. “One of the most frustrating things our guys have had


to deal with is people ringing them up for advice, even though they didn’t book with them. These people have booked online but can’t get through to anyone when something goes wrong, so instead turn to agents. “This just shows that people need to book through


reputable homeworkers or travel agents in shops for that level of expertise and security.” Holmes referenced a recent Abta survey which found


66% of younger people (18-24 years old) are now more likely to book with a travel professional than pre-pandemic. Nick Hughes, sales director for Gold Medal, a


headline sponsor of Vertical’s conference, said agents had historically “undersold themselves”. “Covid has really shown the value agents can bring,”


he said. “A lot of our partners are seeing more customers come through the door than before and I think agents have undersold themselves far too much. “In other industries people are charged just for talking


New recruits promised tailored marketing plan


The creation of bespoke marketing plans for new recruits has been critical to Vertical Travel Group’s success, according to marketing director Ben Rodger. Rodger said every agent who joins the group


has a one-to-one call with him to establish their key marketing focuses, and he urged existing homeworkers to use his team’s services as much as possible. Describing savvy marketing as the “defining factor


of an agent’s success”, he said: “When agents join us, the first thing we do is talk to them on the phone to discuss their marketing needs. “This is when we find out if they have a certain


travelweekly.co.uk


niche, their strengths and any areas they could perhaps improve. We can then create a bespoke marketing plan to help them grow their business.” Vertical’s marketing services, including social


media and email marketing campaigns, are offered to agents for free. “The agents who really thrive are the ones


who embrace marketing and get on board with it,” added Rodger. “Agents are experts at selling holidays, but sometimes


they need a push when it comes to attracting clients, and that’s where we come in.”


7 APRIL 2022 13


Alison Holmes


to experts in their field, but in our industry we give that service away free. We need to understand the value we offer as travel agents and tour operators, and how to make the most of that.”


In other industries people are


charged for talking to experts, but our industry gives that service away free


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