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New guide tells agents how to sell ‘better’ holidays
ABTA has launched a guide to help agents sell sustainable holidays.
The guide, called ‘How to Sell Better Places’, explains what makes a holiday more sustainable and helps frontline staff identify holidays within their existing range that may have sustainability benefits.
According to ABTA, the guide profiles different types of customers and holidays and what is most likely to motivate them and also includes tips on how to sell the benefits of sustainability to consumers in an "appealing and engaging" way.
"Holidays that are more sustainable are often associated with camping or staying in an eco-lodge. But this guide is not about selling niche product; it’s about identifying the sustainability benefits within your existing range of holidays," said Nikki White, ABTA head of destinations and sustainability.
"Hotels that promote local excursions to really see the destination or which encourage visitors to try local restaurants and produce can show a commitment to sustainability."
Research from ABTA shows that 21% of consumers are prepared to pay more for a holiday with a company that has a better environmental and social record.
This figure has increased from 17% in 2010.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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