Travel Agents

Does the travel industry have a brochure problem?

Chimu Adventures is challenging the industry to use fewer brochures.

Through a recent survey, the Latin America and Polar travel company found 68 per cent of travel agents they work with receive too many brochures and 96 per cent would prefer to order brochures instead of being sent a large initial distribution.

According to Chimu, the travel industry, driven by unspoken demand, has been locked in a brochure oversupply for many years.

“It has long been perceived that travel agents need something in hard copy to give to clients to convert their enquiries into bookings, which, as many savvy agents will tell you, is just not the case,” Said Greg Carter, Co-founder of Chimu Adventures.

“They are better to build a relationship with potential clients from the outset, instead of giving them a brochure.

“Agents should be requesting an email address and controlling the communication by creating a rapport based on their knowledge, something that money just can’t buy.”

Carter said wholesalers also need to look at their methods of educating and training in the industry.

“It’s no longer good enough to drop a brochure and tick it off as a sales call.  There is a gross overuse of the printed brochure and we implore the entire industry to seek environmentally friendly training methods,” he said.

While Chimu acknowledges that the printed brochure still has a place in the industry, they firmly believe that sending smaller initial brochure distributions and educating travel agents about companies and products through sustainable resources can effectively equip travel agents with the tools to be able to sell confidently and even receive a higher rate of conversion.

“We understand there is a perceived demand for hard copy brochures in the industry, but stress that there are more effective ways of selling,” Chimu’s Sales and Product Manager, Sarah Baxter said.

“We have already taken steps to reduce the number of brochures we produce. We, instead, channel our efforts into more effective training methods where we help our agents to reach their clients online.

“We emphasise the importance of relationship building and knowledge sharing and we personally help our travel agents to achieve this.

“Don’t let a potential client walk out of your door without leaving their contact details. An email address gives you a powerful tool to showcase your knowledge base and as a natural result your bookings will increase.”

The statistics on brochure usage come from a survey which was prompted by Chimu’s Travel Revolution movement; a movement about challenging the mainstream mindset of the travel industry.

The positive news is that 83 per cent of the travel agents surveyed recycle any unused brochures when they become invalid. Chimu, however, believe that as an industry we need to address the number of brochures being sent in the first instance.

“Just as we confronted the dominant mentality of the industry with our Travel Revolution concepts for product, we want to set the next challenge of how to sell more of this product without relying on hard copy brochures which have a significant environmental impact,” the company said in a statement.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Tourism

Federal govt announces “most significant” insolvency reforms in 30 years to help save struggling small businesses

Is your business on its last legs? Find some relief in this major announcement by the federal government.

Share

CommentComments

Hotels

Crystalbrook to take over boutique Brisbane hotel

The independent hospitality company has gone all arty-farty in expanding its east coast footprint.

Share

CommentComments

Cruise

WATCH: Dream Cruises produces delightfully cringeworthy safety video

Dream Cruises has taken a leaf out of the airline playbook by turning its safety instructions into a fun video. It’s overly cheesy, but kinda cute.

Share

CommentComments

Travel Agents

MTA agent wins coveted spot on Dutch famil

With the famil stopping in Amsterdam along the way, you’d hope this agent will remember to pack some extra-clear eye drops and plenty of snacks.

Share

CommentComments

Wholesalers

Collette releases 2021/22 travel guide with seven new tours

Tell your clients to get ready to gorge themselves on arancini and caponata because three of the seven new trips involve the jewel of the Italian south: Sicily!

Share

CommentComments

Aviation

Qantas scraps Wallabies sponsorship, makes nearly $1m selling fully-stocked bar carts

We’ve mixed the good news with the bad here in this Qantas story, so get ready to smile and frown.

Share

CommentComments

Hotels

Hotel Wrap: Crowne Plazas ready to return, W Brisbane’s Extreme WOW Suite + MORE

This week’s Hotel Wrap is so huge that we’ve nicknamed it ‘Goliath’. However, that’s not to suggest you should start slingshotting stones at it if your name is David.

Share

CommentComments

Cruise

Norwegian co-founder and cruise titan Knut Kloster dies

Kloster was not only a titan of the cruise industry, but also a humanitarian and environmentalist.

Share

CommentComments

Travel Agents

Flight Centre fills Infinity Holidays void, opening up The Travel Junction to all agents

As part of its plan to streamline its product support areas, Flight Centre will use TTJ to service Infinity’s old clients, plus some cheeky new ones.

Share

CommentComments

Aviation

Qantas workers likely to receive thousands in unpaid wages after airline loses JobKeeper court case

The Flying Kangaroo’s cost-saving targets just became a little harder to hit after this court decision.

Share

CommentComments

Destinations

These are the world’s most complained about attractions

All up, people have spent more than 17 days complaining about the landmark that made the top of this list. That’s a lot of negative Nancies.

Share

CommentComments

Wholesalers

TTC commits to new sustainability goals, plans to be carbon-neutral by 2030

Meanwhile, we’re reducing our carbon footprint by strapping a tiny solar panel to our office dog. We’re not sure what’s it’s powering, but he looks very cute.

Share

CommentComments