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Triton conference special: Gold Medal introduces 0800 number for agents
Gold Medal is to introduce an 0800 number for travel agents next week in a move that will cost the company hundreds of thousands of pounds in lost revenue.
Lee Marshall, head of travel industry sales, said it was further proof of Gold Medal’s commitment to the trade. The operator had an 0871 national rate number until a year ago, which was then replaced by an 0844 local rate number.
“We’ve listened to agents and we know this is very important to them,†said Marshall. “The national rate number was hated and the local rate number was better, but this is the cherry on the cake.
“It will cost us hundreds of thousands of pounds in lost revenue, but we’re putting our money where our mouth is.â€
Marshall said the new number, 0800 923 7777, would be available from next week for agents to call Gold Medal whenever they needed assistance and was an alternative to using the website.
He said Gold Medal turned over around £150 million a year through the trade and, year on year, had seen bookings through agents rise 20 per cent in the past few months, following a revamp of its trade offering.
“The 0800 number is really the next step and we expect trade bookings to jump even further because of it,†he said.
“We don’t have a high street presence, so we’ve got to be fleet of foot and work hard with agents.
“We’ve already introduced five field managers, offered better, longer term deals for agents and revamped our Farebank scheme, which offers agents points for bookings which can now be redeemed at retailers such as Marks and Spencer and Boots.â€
Marshall added its Travel TV system, which shows videos of destinations and offers, was available in 170 retailers.
He admitted that, in the past, Gold Medal had become complacent when dealing with agents.
“We were market leaders and we got complacent at the wrong time, when competitors were sharpening up their act, so we’ve now sharpened ours up.
“The field agents are key; this industry is very technically minded, but relationships are still hugely important.â€
Marshall said bookings through Global agents were still strong, despite the company being taken over by Stella, which owns rival Travel 2 Travel 4.
He said 80 per cent of bookings for Pure Luxury Holidays, launched last May, were coming through the trade.
By Jeremy Skidmore (www.jeremyskidmore.com)
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