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

Cruise

Tourism

Travel Agents

Digital travel ad impressions up 40 per cent says Nielsen Ad Intel

Looks like your marketing team’s efforts are paying off, with ads views climbing dramatically in Australia following the most recent lockdown.

Share

CommentComments

News

Tourism

OMICRON: WHO urges those over 60 to cancel travel plans as SA tightens restrictions

The UN health authority warned countries that blanket bans don’t work, while an Aussie epidemiologist says the government’s current restrictions won’t make much difference.

Share

CommentComments

Wholesalers

Planeterra launches holiday fundraising for community tourism

Not sure what to get your colleague for Secret Santa? They’ll be hard-pressed to complain about a donation in their name to support community tourism projects.

Share

CommentComments

Destinations

WATCH: Rebel Wilson stars as glam castaway in new Tourism Fiji ad

The Aussie actress channels Tom Hanks’ Castaway in this latest campaign for Tourism Fiji, However, we’re not convinced Hanks could pull off the metallic dress as well as Wilson does.

Share

CommentComments

Hotels

Club Med opens first Canada property, reveals plans for new Utah ski resort

Those who enjoy the ease of an all-inclusive resort stay will be stoked to learn about Club Med’s latest spate of winter wonderland offerings.

Share

CommentComments

Cruise

Norwegian Cruise Line unveils its largest deployment in history

Batten down the hatches because NCL has released its 2024/25 line up including brand-new homeports in Haifa, Israel and La Romana, Dominican Republic.

Share

CommentComments

Aviation

US flight attendants rush back to self-defence in face of rising passenger unruliness

In order to avoid a drunken sky-high fight club breaking out, crewmembers are taking to the studio to keep the peace.

Share

CommentComments

Hotels

Accor introduce global portfolio of boutique hotels and luxurious resorts, Emblems Collection

A new line of luxury hotels and resorts are what we need to bring the world out of the global pandemic and into an opulent fantasy that only a Disney princess could think up.

Share

CommentComments

Tourism

Bali had 6.3 million tourists in 2019, in the first 9 months of 2021 it had 43

With tourism rates in Bali so low, we imagine that even Schapelle Corby would be gladly welcomed back.

Share

CommentComments

Destinations

Tourism

Destination NSW Launches Vibrant “Feel New Sydney” Campaign

Destination NSW unveils “Feel New Sydney” work. Just don’t expect the locals to be pleasant or let you in when driving.

Share

CommentComments

Aviation

Destinations

News

Tourism

Fiji welcomes first flight of international visitors in 20 months as borders open

Sydneysiders touched down yesterday to a big bula welcome almost two years in the making!

Share

CommentComments

Events

Tourism

I Love New York launches new training course for travel agents. Enter for your chance to win!

Calling all Aussie travel agents! Complete the training by the end of January 2022 and you could win a New York-style “za” for you and your team!

Share

CommentComments