NEWS
The days of customers simply walking into an agency or hitting search engines and booking
whichever holiday is on offer are long gone. Today, we’re all more informed, more demanding
Rob Scott VICE-PRESIDENT OF SALES, MARKETING AND BRAND, P&O CRUISES
Selling travel is evolving but the fundamentals remain the same
and more selective than ever before in all aspects of our lives, especially when it comes to our holidays. Demand is stronger than ever and consumers don’t appear to be letting the ever-changing political landscape dissuade them from spending their disposable income on getting away. Customers are faced with a multitude of choices,
whether that be land, rail or ocean-based holidays. The travel agent landscape is continually evolving, and those who want to thrive must sharpen their marketing toolkit, leverage what data they have intelligently, invest in their people and develop a clear point of differentiation to their competitors. The fundamentals of
marketing have never been more critical, and a clear contact strategy is imperative to success. In a world where AI is ever more present, holiday suppliers and trade agencies must use their databases effectively to target customers who are actively in the market to book. This isn’t about sending the same email to everyone in your database and hoping for the best; it’s about intelligent segmentation, personalised messaging and, crucially, having a two-way dialogue with your customers once they’re engaged. Understanding who your customers are is the difference between success and your guests packing their bags off to another agent.
Marketing success Nailing the basics when it comes to marketing isn’t as complex as it may seem. Yes, some businesses have more budgets and teams at their disposal to activate big brand campaigns, but smaller, localised and targeted campaigns can be just as impactful. We recently saw a brilliantly simple example of
marketing by Tui, where a social media post went viral – a photo of a simple advertising A-board outside a shop. This resulted in a 400% increase in P&O Cruises world cruise bookings. This wasn’t a high-budget campaign, nor one driven by complex digital targeting. It was just a well-placed message that resonated with potential customers at the right time.
10 20 MARCH 2025
Those who want to stay ahead need to offer a
point of differentiation. Why should a customer book with you instead of another agency? This is where personalisation, anticipating needs and proactively pre-empting decisions come into play.
“Agents who want to thrive must sharpen their marketing toolkit, leverage their data and invest in their people”
Expert guidance While AI and automation are undoubtedly reshaping the industry and will provide benefits, the value of expert guidance, human interaction and reassurance from a real person remains priceless. Customers don’t just want a holiday; they want to feel confident they are making the right choice and get that buzz when they make the booking. Agents still play a critical role in giving people confidence, offering expertise, service and trust in a way that a digital experience never can. With more travel agents in the market than ever before, a sustained, open dialogue between suppliers and agent partners is also key to success. The best agents are those who don’t just wait for information to come to them but proactively seek it out. We recently heard that
some agents believed we were full for the summer – this simply isn’t the case. While many cruise lines reported entering 2025 better
booked than ever before, P&O Cruises included, there is still some availability across the year. Suppliers have so many assets available to
support agents and it’s our job to make information as accessible as possible. While there really is no substitute for fam trips – and we’re lucky to be in the position to offer agents our Shine at Sea programme – there are also marketing resources, online training, webinars, podcasts and pricing insights available. We need to adapt to changes in learning styles and maintain open channels of communication if there is a challenge. The travel industry is not getting easier, but the opportunities for those who embrace change, focus on delivering exceptional one-to-one service and continually refine their marketing approach are greater than ever.
Read more by our guest columnists:
go.travelweekly.co.uk/comment
travelweekly.co.uk
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