NEWS or a star-studded conference to celebrate the agency’s 25 years in business. Ben Ireland reports
Counsellors reports rise in in-house tour operator sales
T
Karina Fox-Andrews
ravel Counsellors is selling an increasing amount of its own product as it sees a growing number of premium leisure customers. In-house tour operating now accounted
for more than 50% of sales, and 80% of sales were in the premium leisure segment, chief executive Steve Byrne said. Travel Counsellors’ total turnover value rose by 10% to
£660 million in its last financial year to the end of October. Byrne explained that statutory turnover (the value
of sales when Travel Counsellors acts as a principal as well as an agent) was up 15%, suggesting more sales were dynamically packaged. He said: “A medium-term trend is an increasing amount
of complexity in what we sell. Tat might mean adding an airport lounge or car hire, or an experience within resort.” He said such demand was increasingly for long-haul
trips for more-affluent customers. But Byrne pointed out: “Te package market is still
strong. Companies such as Jet2holidays and Tui are still important partners to Travel Counsellors.” He reiterated Travel Counsellors’ model of first and
foremost looking aſter existing customers, which he said drove referrals. “We realise most customers can book online, but the more complex the holiday, the more value we add for the
Steve Byrne
customer – and they are more appreciative of what we do.” Byrne said the entry of US-firm InteleTravel into
the homeworking space was not a concern to Travel Counsellors and said competition would “look aſter itself”. As with the sales model, he said looking out for agents would keep them happy, adding that one-third of travel counsellors had been referred by existing travel counsellors. Byrne said homeworking was “not for everyone”, adding
that Travel Counsellors’ recruitment team was careful to ensure the 30-40 ex-Tomas Cook agents who joined aſter its collapse were the right fit. “Te most important thing is that it’s the right decision for the individual,” he said, noting that 10% of counsellors either retire or leave each year.
New sales process The TC Way aims to increase share of referral market
Travel Counsellors unveiled a seven-step sales strategy to help its consultants boost bookings and referrals. The TC Way was unveiled by business development manager Karina Fox-
Andrews. She said 24% of travel counsellors’ customers referred new customers – a proportion that she said the agency’s homeworkers should aim to increase to help Travel Counsellors boost its 4.6% share of the £7 billion human-to-human UK leisure travel market. To boost referrals, she urged counsellors to follow the seven steps of The TC Way: make contact regularly, gain commitment, build intimacy, create options, present quotes, overcome objections and secure bookings. Guest speaker Anthony Iannarino, a sales expert, said Travel Counsellors’
model required “customer intimacy”. He said: “It’s your job to create friction with your customers. Ask them questions no one else asks. Give them an experience they can’t get elsewhere.”
Fisher: Charge more commission
Margin guides to help travel counsellors assess how much value they have added to bookings will be rolled out before Christmas. Head of purchasing Louella
Fisher said many travel counsellors undervalued their work and should be charging more commission. She urged travel counsellors
to appreciate the value they add by creating “unique product” in booking system Phenix. “It’s all about valuing yourself
and knowing your worth,” she said. “You spend day in, day out creating tailored holidays with lots of
travelweekly.co.uk
components. Te important thing is that you know you are pricing that correctly. People want to pay for your services. “You are the best in the business.
Make sure you value yourselves.” Margin guides will focus on key
destinations and suppliers. Travel Counsellors’ Phenix
booking system will also be updated to include a sustainability icon, which will highlight hotels that are more eco-friendly. A similar icon for animal welfare
was also being worked on, Fisher announced.
21 NOVEMBER 2019 15
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