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Interview: Joe Lavers, sales and marketing manager, Motours
Specialist operator Motours is aiming for a significant increase in its trade sales after notching up 15 percent of its bookings through travel agents last year.
The operator only sold direct until three years ago but has rapidly increased its business through retailers since making the switch.
“When I joined 18 months ago, some 10 percent of our business was through the trade and now we’ve got that up to 15 percent so we’ve made quite a bit of progress and we want to continue that growth,” said Motours sales and marketing manager, Joe Lavers.
Motours is also planning a rapid growth – around 20 percent – for its ski operation, which takes 7,500 people per year and is mainly a self-drive programme to France.
“To a large extent it is a numbers game because our margins are tight,” said Lavers.
“Skiing is popular, but it’s expensive and I think a lot of people are realising that you can drive down and have a reasonably-priced holiday.
“We are largely looking to take business from other companies because I don’t think the market is growing that much.”
Lavers said late booking in the January/February period had been very strong this year, with the Three Valleys in France selling particularly well.
“The ski conditions have made a big difference,” he said. “This year, they’ve been very good, which hasn’t been the case in previous years.
“People who’ve got a mind to drive down are usually more flexible and they’ve got an eye on the good deals.
“When they see something attractive come up, they’ll make a quick decision to go.”
Lavers said Brides Les Bains in the Three Valleys was very popular with families on a budget.
“We have a good allocation of beds there and you can get the gondola straight up to Meribel in 20 minutes. It’s very easy to get to and if you’re staying in Brides Les Bains, it’s very cheap.”
Like many operators, Motours has seen a growth in independent travel, with holidaymakers buying accommodation and then sorting out their own flights to resort.
“It’s definitely a trend and that’s why we’re booking accommodation-only. You can book on line in real time on www.motours.com and that has been a big area for us.”
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