Travelmole Guest Comment: Barry Moxley

As The Association of Independent Tour Operators Specialist Travel Agents’ conference comes to a close  in Mallorca, chairman Barry Moxley pens a special Travelmole Guest Comment on the importance of re-invention.

"One of the best pieces of advice that I have received over the years is that continuous reappraisal of your competitive position is critical to the success of a brand, especially in travel.

A holiday brand should never be afraid to closely examine how it operates and must always be prepared to embrace change if it wants to succeed. The products offered by the industry in many cases are relatively homogenous and the only way to succeed is to stand out, be different and add value for your clients.

The AITO Specialist Travel Agents’ conference took place in Mallorca at the weekend and the transformation of Spain into a well-rounded and appealing holiday destination for all-comers is an excellent example of how travel brands should be bold, daring and ready to take a closer look at their existing business model.

Some years ago, Spain realised that its traditional market was reaching a stage of maturity and it was time to re-think and evaluate all opportunities to grow visitor numbers. We typically associate Spain with the time-honoured beach holiday but, as UK holiday-makers became more discerning and wanted new experiences, the Spanish Tourist Board seized the opportunity presented to it and has constantly developed new products for the UK market. And let’s not forget its daring initiative in blowing up a few coastal hotels that had passed their sell-by date!

A few years ago, a request to travel agents for holidays such as walking, cultural breaks, horse-riding, gastronomy and sailing in Europe would have brought a variety of destinations to mind. These days, however, Spain is right at the front of our minds. The constant support of the Spanish Tourist Board for all sectors of the trade has helped emphasise the message about the sheer range of holiday ideas available, while the mix of new products and increased distribution channels shows how innovation can succeed and should not be feared.

So how can travel agents innovate? Many of AITO Specialist Travel Agents’ members realised that their traditional model of winning business was not sustainable. With so many ways to gather information and book a holiday, the days are long gone of people wandering into the shop ready to give agents their business. Instead, agents needed to seize the initiative, be bold and go out and grab the bookings. Road shows, local business lunches, client invitation evenings, targeted e-mailings and more are all part of the travel agents’ armoury as we too try to innovate and secure our futures.

The theme of our conference in Mallorca was ‘Every cloud has a silver lining’. Recent events such as the ash cloud, strikes, airline failures and more have reminded many clients of the value of a good travel agent. In order to make the most of the opportunity we need to re-examine ways that we can be different and make sure that we add value for our clients.

Equally importantly, we need to make use of one our biggest assets – our relationship with AITO. Not only does AITO offer excellent, differentiated products, but is a recognised consumer brand that can bring travel agents new clients. Working together I am confident that brighter times lie ahead."