FRONTLINE
JENNIFER LYNCH general manager of ArrangeMY Escape in Worcester
As another financial year draws to a close
you’d be forgiven for thinking it’s time for a breather, but really we know it’s time to do it all over again – only better. The past year has been a positive one, but as a leader, there’s always a drive to achieve more. My team has done a fantastic job building a strong base of repeat clients, but for real growth, we need to attract new customers. I make it a point to attend local business meetings, events and shows to talk about travel. Every agent knows this isn’t easy and it can be frustrating. But I’m increasingly frustrated by the question, ‘Do people still use travel agents?’ I can feel my face flush as I
force a smile and respond. Maybe the issue lies with us. Do we need to do a better job educating people about what we really do?
EXPERT ADVICE There’s a common perception that travel agents just book cheap package holidays. While that’s certainly part of the job, we know our role extends far beyond that. Our existing clients are our biggest advocates, but how do we convince DIY travellers that working with an expert can enhance their experience and even save them money? People often assume booking is the easy part, something they can handle themselves. But they don’t always consider the protection,
24 10 APRIL 2025 AGENT
Business is good but I’m increasingly frustrated by those who ask, ‘Do people still use travel agents?’
support and expertise that come into play when things go wrong. We saw a surge in enquiries the day Heathrow had to close – proof that when a crisis hits, people turn to experts. But should it take a disaster to remind them of our value? Like many who lead a dynamic
sales team, I believe in continuous training, but our recent sessions haven’t been about travel at all. As a Chamber of Commerce member, we have access to a variety of learning opportunities, so I closed the stores to allow the entire team to participate. This time, we focused on professional skills in the workplace, covering topics such as confidence,
communication, company culture and behaviours. We also explored DISC personality training and looked at how different character traits influence our sales approach and client interactions. The team found it fascinating and I’m already seeing the positive impact in their work.
NEW CONNECTIONS Training doesn’t always have to be industry-specific. Sometimes, stepping outside our sector gives us the best perspective to look back in. As we transition from winter to spring and summer, travel will be at the forefront of customers’ minds, and I plan to seize the moment. This month, we’re hosting our biennial Travel Show, featuring premium travel suppliers, which is the perfect opportunity to connect with new customers and strengthen our brand presence. We’ll be collecting data from
attendees, ensuring we stay engaged with potential clients beyond the event. Organising events takes time but, when done right, they can be incredibly rewarding. While the Travel Show will be a major highlight, we also have a line-up of smaller, more intimate events happening in-store and with select clients. There’s never a moment to rest in travel, and I wouldn’t have it any other way!
WEDDING FAIR? I’M GLAD I SAID ‘I DO’
What do you do when you want to attract more wedding and honeymoon business? Simple: you create your own wedding fair! The event we hosted in March was
nerve-wracking but exciting and I quickly realised how
transferable my skills were, from event planning and advertising to collaborating with wedding suppliers. With fewer wedding fairs in the Worcestershire area, this was the perfect
opportunity to put ourselves in the spotlight at no cost. It was fantastic to connect with local businesses, build relationships and showcase travel. My goal is to host a few fairs each year while also sharing inspiration and offers with the
growing community of wedding followers we’ve gained. The things we do for a booking!
‘I could get a
taste for holding wedding fairs’
travelweekly.co.uk
Andrea Clare HelenJen i Sharon Colin Andrea Clare Helen
Jenniferfer diary diary Sharon Colin
Jennifer
fer
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