Success for AAT Kings's efforts to reconnect with trade
AAT Kings efforts to reengage with the travel trade are delivering results, managing director Anthony Hayes has revealed as he launched a new initiative to say “thank you”.
In October, the operator unveiled a new logo, tagline, coaches and uniforms along with a “whole new attitude”.
But Hayes highlighted an important part of the revamp as the brand’s renewed commitment to engage with its trade partners – something he admitted had been neglected in recent years.
“The travel trade still represents more than 90% of our sales so it’s about life and death for us,” he said. “We’ve changed everything, started talking to travel agents again and now we’re seeing the benefits.”
He revealed that sales of guided holidays are so far up 25% on last year and that those of short breaks and one week trips have risen 45%.
“So it’s important to stop and say thank you,” he said.
As a result, the company has devised an unusual way of passing its thanks on to the industry, with a particular emphasis on its important regional partners, by driving a bus fitted out with the world’s first indoor bowling green around Australia. It will visit 60 towns and cities over a six week period.
The unusual initiative also aims to highlight the brand’s new attitude of being a “little bit quirky, a little bit different,” Hayes explained.
“It says if you come with us, we guarantee you’ll have fun. It’s a great chance for us to talk a little bit about all the different holidays we offer,” he said.
“In terms of Australia and New Zealand, we are by miles the largest, but that’s only because of our travel trade partners and of working with them.”
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