A clear-cut street offer to save travel agents

I was interested to read Jonathan Harwood’s reference to former Lunn Poly boss and now chief executive of specialist holiday services company Travelzest Chris Mottershead’s comments regarding the decline of travel agencies (MW last week).

The move to direct sales has been an inevitable trend within the industry and with the boom in online bookings, you could argue that the decline of the high street retailer is a fait accompli. Certainly, we have helped a number of clients increase their direct sales primarily through low-cost tactical marketing and a more effective use of online sales channels, all based around the mantra that you should sell your customers to your customers.

However, let’s wait and see how the high street travel agencies are going to rise to the challenge. If travel agents are going to maintain a credible presence, they are going to have to have a USP [unique selling-point] and become almost portals of inspiration that offer the kind of experience and package that the internet cannot match.

It is essential that marketers respond to these challenges and look at creating “clearwater” between the high street and direct sales in order to meet the needs of an increasingly diverse customer demographic rather than ringing the death knell of the travel agent.

Joanna Juber

Research and development executive

Communique360

Richmond

Surrey

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here