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Brochure racks disappear as agency re-positions
Independent agency Haslemere Travel is emphasising the expertise of its staff as travel consultants by ditching brochure racks.
The Surrey-based outlet has been revamped as part of a re-positioning exercise and all brochures are now stored away.
Managing director Andrew Brownrigg, a member of the AITO Specialist Travel Agent grouping, said he had taken the decision to remove brochure racks from the agency to highlight the knowledge and professionalism of the consultants.
The agency’s client newsletter has been redesigned with the frequency increased to three times a year and Brownrigg has invested in more local marketing as part of the changes including local cruise, travel and lifestsyle showcase events.
He explained that there was always one member of his 10-strong staff away either on an educational trip or training programme at any one time – and it is the expertise gained that he wants to project in the face of growing levels of direct, online bookings.
Brownrigg said: “I felt the image people have of a high street agent was geared to what we look like and having lots of brochures was to me the wrong way of projecting what we do.
“The brochure is a working tool, not just a selling tool. We used to have 100 brochures on display, now we have one rack tucked away for reference but have a whole brochure store room.
“The way the trends in the industry are going with the internet making so easy for clients to book direct, we have got to be seen to be adding something extra.
“We are knowledgeable and professional and work hard to get to know what we are talking about and take our responsibilities seriously.”
He added that while the 18-year-old agency had a loyal client base, many are now making travel arrangements themselves online so it was important to draw in new business.
“We must be competitive, hopefully by building in value with first-hand knowledge and expertise,” said Brownrigg. “I’m confident there will continue to be a need for travel experts, and that can cover operators as well as agents.”
Report by Phil Davies
Phil Davies
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