Comment ^ touring Lockie Kerr,
sales manager for the UK and Europe, Back-Roads Touring
I firmly believe there’s a tour for everyone, as long as the agent asks the right questions, qualifies the customer and explains the most suitable touring options available. It’s easy to recommend the touring companies that first
come to mind; the ones that are regulars in the weekend newspapers, sponsor conferences or have a large team of on-the-road business development managers. But are these touring companies right for your customer? The Association of Touring & Adventure Suppliers (Atas) has 28 escorted touring company members, all of which have their own unique selling points. If you learn these, you can make an educated decision as to which company is the best option for your customer.
Ask questions In addition to this, qualifying the customer is key. There are plenty of questions you can ask early in the conversation, such as what sort of holiday do they normally take? What’s their budget? What are their interests outside of travel? Do they like travelling with like-minded people? Are they looking for a relaxing trip or do they want something more active? Once you’ve qualified the customer, you’ll be able to narrow down the number of touring companies to find those that are most suitable.
“If you learn these key selling points,you’re likely to see a boost in your touring sales”
Get the right product For example, someone who’s enjoyed a premium river cruise might like a Back-Roads Touring itinerary; the likelihood is that the customer prefers a smaller group size, with unique cultural and culinary experiences and the ability to access places larger group touring options cannot (think river v ocean cruising). The same could be said about like-minded travellers. If a millennial is looking to travel with people of their own age, a company like Topdeck (which offers tours to 18-39 year olds) is an excellent choice. It may seem really obvious – but if you can learn the key selling points of the touring companies (and ask plenty of questions at the time of enquiry), you’re likely to see a significant boost in your touring sales.
adventure COMMENT
12 | Travel Weekly touring adventure | July 2019
touringandadventure.com
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PICTURE: SHUTTERSTOCK
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