How Travellers Choice is hitting new highs

Agents must focus on adding value to survive and thrive amid an increasingly competitive travel distribution landscape, says Travellers Choice managing director Christian Hunter.

The 150-strong network has reported its third consecutive year of record profit, with sales growth in the double digits last year despite being “fairly static” in terms of member numbers.

The success is largely due to the company’s focus on the whole customer experience, according to Hunter.

“We’ve got two customers to look at,” he told Travel Weekly. “We’re looking at the consumer and also how to better support out members to create a better experience for their customers.

“There are a lot of avenues out there for consumers to book travel – it’s getting even more competitive.

‘Our members’ point of difference is really adding value to stay relevant. If you’re not mindful of what you’re offering the customer then you’re going to lose out very quickly.”

Although many of the larger agency chains move towards a blended model of online and offline sales, Travellers Choice is unlikely to head that way anytime soon, Hunter confirmed.

The network provides its member shareholders with digital support which was recently enhanced with the launch of its Digital Managed system which allows agents to outsource management of their websites, search engine optimisation (SEO), social media activities and database marketing.

But it’s an investment in fully supporting its members rather than encouraging them to specifically ramp up online transactions.

While Hunter acknowledged the importance of a “digital shop window” to connect consumers with agents, he didn’t see the network pursuing a blended approach down the line.

“We still believe our members are firmly in the offline travel space,” he said.

“Whilst there are more and more transactions where they don’t even see the person they’re dealing with, with it all done by email, our members are still not in the space of being online transactional – it’s just not where their expertise is.”

It’s a position that is actually working to the advantage of Travellers Choice’s agents as business that was online moves back to agents, Hunter says.

“A lot of people have been caught out and have had really negative experiences. They’ve made a mess of it themselves, so now they’re going to entrust their travel arrangements to someone who knows what they’re dealing with.”

Travellers Choice members also stand to benefit from their independent status, he continued.

“When an agent is independent, they give completely unbiased and impartial service and recommendations,” he said. “They’re not pushing the company line and are going to give you the best recommendations for the best travel experience, regardless of what supplier they use.

“From a consumer’s perspective, they can take comfort in the fact they are dealing with someone that is really looking after them.”

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