Creative rethinks trade approach

Creative rethinks trade approach
By admin


Creative Holidays is building its program of educational events and famils as the evolving firm explores new and different ways of working with the trade.

A new series of Showcase events kicked off last week, organised by the company’s dedicated in-house event manager. The inaugural event brought 12 Fijian suppliers to Sydney for an “intimate” dinner with 60 consultants.

Feedback from the attendees will help determine whether they are an effective alternative to the traditional larger roadshows.

‘My guess is that more intimate events will be much better and much more productive,” managing director Paul McGrath told Travel Today.

He underlined the launch of the Showcase events as a sign of Creative’s commitment to “do things differently,” with its approach to famils another example.

“We don’t jam pack our itineraries with hotel inspections,” McGrath said. “We ensure a lot of free time so agents can immerse themselves in the product.”

In addition, the sales managers escorting agents on the educational trips have to undergo special training on how to run a Creative famil, he revealed.

Famils continue to be a huge focus for the firm. It took around 800 agents on educationals last year – a "significant increase" on the year before, according to McGrath, who revealed it is on track to operate a similar number this year.

Meanwhile, the way it supports individual agents is also evolving. Creative has traditionally rewarded its top consultants through schemes such as its Star Performer program which offers them a range of benefits including a dedicated reservations team.

But McGrath stressed that more emphasis is now being placed on looking after “all agents – big or small”. 

"We have to cover the whole lot because for us the trade is very important."

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