search.noResults

search.searching

dataCollection.invalidEmail
note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
NEWS ong topics in T MARKETING EXPERTS


ravel Weekly’s latest webcasts, plus an interview with the founder of Wendy Wu Tours WENDY WU TOURS


Dean Harvey


David Forder


Steve Dunne


‘Agents should maintain dialogue with customers’


A


gents were encouraged to engage with their entire client base regularly to ensure they


are front of mind when consumers start rebooking holidays. Advantage Travel Partnership


head of marketing David Forder said agencies should be engaging clients with inspiration-led ideas rather than talking about offers and pricing. He said keeping in constant


dialogue with clients would mean agents get a better steer for when the market was ready to receive sales messages. “[Agents] should listen and have an ongoing conversation with their customers,” he said. “That way they will have a much


better idea of when they can go back out with offer-led content. “But if they don’t have their ears


to the ground, they aren’t going to have the inside knowledge and could get it very wrong.” He said the current climate


provided small businesses with a unique chance to take stock and look at their branding, proposition and website to ensure it is up to date.


travelweekly.co.uk “It’s a good opportunity to get their


ships in order because they want to be in the best possible position for when we come out of this,” said Forder. Digital Drums chief executive


Steve Dunne said brands needed to differentiate themselves for when the market becomes more competitive. “As an industry we are currently


uniting to tell people that we are there for them and that we will be back, and that is the right thing to do,” he explained. “There comes a point, though, when competition will kick in because everyone wants their particular resort or flight filled. That’s when differentiation comes in.” Kuoni marketing director Dean


Harvey and Dunne agreed more creativity would be needed, with marketing pots “inevitably smaller”. Harvey said: “People are going to


look long and hard about where they spend and what is cost-effective. It’s not going to be a quick comeback like some industries, it’s going to be gradual. We are not planning a big comeback campaign; it’s going to be


slow and gradual and tactical.” i Marketing review: Steve Dunne, page 16


Watch these and upcoming T


ravel Weekly webcasts at: Wendy Wu go.travelweekly.co.uk/webcasts Lucy Huxley Wendy Wu: Our company’s T


tight” on future travel plans, the operator’s founder said. Chairwoman Wendy Wu said


future is safe and secure There is no panic for our autumn customers. They trust us to make the right decisions


he majority of Wendy Wu Tours customers have been happy to defer bookings or “sit


Refund Credit Notes were being offered for a small number of customers pending repayments from airlines and suppliers. But she said most clients and the


operator’s agent partners had been overwhelmingly supportive and flexible and were happy to trust the operator to “make the right decisions”. “Lots of customers are happy to


change to later in the year or next year,” she said. “For the very few people who say they must cancel, we are helping them to get the refund.” Wu said years of strong financial


discipline meant Wendy Wu Tours’ future was “very safe and secure”, and customers were reassured that the operator “was going to be there, no matter what”. She said: “The government furlough scheme is a wonderful


support but nonetheless of course we are losing a lot of money. We are using our savings, but what you save for is a crisis like this.” She confirmed that the operator


was promoting areas that had not previously been core focuses, such as the five ‘Stans’ in central Asia. But she said she also hoped for


strong demand for China, Japan and Korea when restrictions were lifted, as strict measures introduced to limit and track the spread of coronavirus meant they would be perceived as among the safest destinations to visit. Referring to customers due to


travel later in the year, she added: “There is no panic for the autumn customers. They trust us and know we will make the right decision [based on UK advice].”


Travel Weekly Group’s Hollie-Rae Brader


23 APRIL 2020


13


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36