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Consumers want high-tech travel agencies
Consumers want high street agency shop windows to be more high-tech and enticing in the future.
Mintel research shows customers would like to see gadgets similar to cash machines to access holiday information and availability quickly.
Senior travel analyst Richard Pope, speaking at Travelmole’s Travel Industry Question Time on the future of high street travel agents, said agents should be able to change their windows quickly and include offers but also enable consumers to see into the shop. He also said gadgets such as webcams could a powerful tool to attract consumers in.
Hotels4u sales and marketing director John Harding said all agencies should have a screen in the centre of the window with a moving image and out-of-hours contact details.
Advantage managing director John McEwan said some members were already including screens in their windows.
“There should be a combination of being able to see through the window and aspirational ideas and key selling messages. Technology will drive that.”
He added the inside of shops should be more personal and consultants should provide a more interactive experience instead of sitting behind desks.
Panellists also shared views on what independent travel agents could be doing to get more business.
Worldspan Uk & Ireland regional manager Brian Staunton said: “The value agents bring is huge and I’d like to see more communication of that message.”
And Norwegian Cruise Line UK general manager Francis Riley said agents needed to seize upon the opportunity cruises provide.
“They need recognise the earning potential of selling cruise – an average commission of about £450. If one in 20 people is a potential cruiser it shouldn’t be too difficult to sell.”
Report by Linda Fox
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