Ask the experts
SUE LINDSAY home-based travel agent, Brilliant Travel “Providing good service means customers will pass on your details to friends and family and it snowballs. Take every opportunity to tell people about how you can find them their dream holiday. I keep business cards in my bag, just in case.”
GARY GILLESPIE managing director, Independent Travel Experts “It’s a crowded marketplace so give customers a compelling reason to book with you. Identify a speciality – something you’re passionate about – then focus your marketing and branding on that.”
Private Facebook groups are also a good way of
marketing to a ‘captive’ audience, particularly in specialist areas such as cruise, says Gillespie.
TRADITIONAL MARKETING Tried-and-tested marketing methods are still worth pursuing, even for established agents. Leaflets, networking, pop-up surgeries, talks, travel shows and wedding fairs can all bring access to new customers. Simplexity Travel’s head of business development, Mark Smith, says: “With the relaxation of restrictions we are seeing more opportunities for people to meet face-to-face. That has been our approach of choice, but it depends on how comfortable people are with it.” Milburn cites an example of a Hays Travel home- worker who gained an unexpected £57,000 booking
following a leaflet drop. “Leaflets still work,” he says. Pyle advises homeworkers to dedicate time to their chosen marketing method to make an impact, and always have a business card handy. “Pop-up surgeries and networking groups are good tools, but my advice is to be consistent,” she says. “Networking opportunities can arise when you least expect it.”
REFERRAL SCHEMES Most homeworking firms agree referral schemes – using existing clients to make recommendations and offering incentives to do so – remain one of the most successful ways to expand an agent’s business. Pyle says: “It’s vital you maximise relationships
with existing clients because they could be your best marketing asset.”
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TRICIA BOETTI accredited travel professional, Travel-pa “Treat clients like royalty, as if they pay your wages – without them you wouldn’t have any! Book only with suppliers that appreciate your custom. It equates to repeat clients for life and recommendations will always follow.”
Private Facebook groups are a successful way of marketing, particularly for specialist types of travel such as cruise
travelweekly.co.uk
Maximise opportunities in your database by profiling clients’ travel history to market to your customers more effectively
CHRIS PYNE concierge development manager, DialAFlight Concierge “We’re a tour operator specialising in tailor- made travel. This is a great opportunity to work alongside a hugely successful company – we have everything you need to grow your business with us.”
28 OCTOBER 2021
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PICTURE: Shutterstock/G-Stock Studio
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