CONFERENCE Classic Collection Conference: Josie Klein reports from first overseas event in Paphos, Cyprus
Classic agents predict new year sales to exceed 2019
Josie Klein
New Classic Collection Holidays chief executive Andy Freeth applauded agents’ positivity heading into the peak season, as all 150 delegates at the operator’s conference said they expected to take more bookings than in January and February 2019 Freeth revealed the agents’ bullish
outlook when he asked for a show of hands during an onstage presentation – his first since being named chief executive last month. He said that while the rising cost
of living would affect some people, he believed most would still commit to going on holiday, particularly in the luxury market, which he predicts will be less affected. “It’s still a massive question mark for me on how much the cost-of-living crisis will affect the holiday industry,” he said. “I know it is affecting a segment of the population, but I do wonder how much is a mindset. “We surveyed 10,000 customers
and 34% haven’t travelled in the last two years so I question whether they will really give up their holidays now. “Our average selling price is
£11,000 so it makes you think: if someone has £11,000 to spend on
Alex Gavalda and Si Morris-Green, Classic Collection Holidays; Raine Martin, Not Just Travel; Paul Hardwick, Fred Olsen Travel; Joan Jones, Once in a Lifetime Holidays; and Andy Freeth, Classic Collection Holidays
a holiday, then I imagine the crisis won’t affect them much so they will still want to go.” To support agents in the coming
months, the operator has launched its “biggest-ever” peaks campaign, with a 24-page brochure showcasing its luxury product and featuring complimentary room and board upgrades and reduced hotel rates. Director of agency sales and
marketing Si Morris-Green said: “This is our most comprehensive and inventive peaks campaign ever. It fully supports our strategy of helping
our agent partners to get the most out of their marketing efforts.” The operator has launched a
separate peaks campaign for agent- only brand Classic Package Holidays to provide agents with more marketing materials and social media content. Morris-Green added: “With
the recent addition of 1,000 hotels, destinations and flight routes to the Classic Package Holidays programme, we’re offering our trade partners more than ever before and enhancing our price competitiveness just in time for peaks.”
‘New Black Card for agents is the best incentive out there’
Agents can earn cash rewards with Classic Collection’s new ‘Black Card’ product. The Classic Black Card will
provide agents with incentives for making bookings. Si Morris-Green said the
rewards scheme will be “the most flexible agent incentive out there” when it launches in January. Once agents have their unique
10 15 DECEMBER 2022
card number, they can claim on the operator’s website. Claims will be processed quarterly and the cash reward will be loaded onto each agent’s black card where it will be available immediately. The maximum amount an agent
can earn from one booking is £450. “Our reloadable card will allow
agents to spend whatever amount of money they have earned from their
Classic Collection bookings and, once the balance is spent, the card can be topped up and reused when more Classic Collection bookings are made,” Morris-Green said. “Just like a debit card, you’re not
restricted to using it with specific high street brands. “We’re convinced the spending
flexibility this scheme offers makes it the best one out there.”
travelweekly.co.uk
Operator launches agent updates via Facebook videos
Classic Collection has launched a video channel to provide agents with updates on the operator’s offering. Throughout the peak season,
the channel will be updated with broadcasts twice a week to boost exposure to trade partners. Each broadcast will be accessible
via the operator’s Facebook group and will be presented by trade partnership manager Jo Moran and strategic account manager for homeworkers Jorge Quibell. Agents can download and
personalise the broadcast content to include their contact details and share it with their customers. Although launched to coincide
with the operator’s wider peaks campaign, Classic Collection TV will continue after the peak season has ended. “Classic Collection TV will be a
fun, entertaining and informative way of showcasing our global product portfolio to agents via an online platform,” said Si Morris-Green. “Although initially Classic
Collection TV has been conceived as part of our biggest-ever peaks campaign, it will live on as an effective and different way to engage with agents and to keep them up to date with all our latest product news.”
Si Morris-Green
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