Wholesalers

Trafalgar urges agents to take a different tack

Travel agents are being urged to “flip the screen around” when selling Trafalgar product as part of the brand’s recent repositioning which focused around the incorporation of user reviews.

The unedited live reviews posted using a platform called Feefo were an integral part of its “Simply the Best” update unveiled in September which represented a shift away from its “Insider” messaging.

“Insider, although really effective when it launched four or five years ago, became like white noise because everyone else started to use it too,” managing director Matthew Cameron-Smith told Travel Weekly.

“So rather than try to battle that, it was about how to elevate away from it.”

The company now has more than 13,000 reviews online with around 27% of its customers taking the time to complete a review at the end of the trip.

“It’s about transparency and we want to be transparent because we recognise the fact that nobody else is doing it,” Cameron-Smith said. “No other guided company actually publishing live reviews so we saw that was a way to innovate but also make it credible.”

So far, the company has reported a “really positive” response from the trade.

“It makes it a bit easier for consultants to talk about it,” Cameron-Smith said.

“The important thing for us is for them to flip the screen around and show the client what other guests are saying.”

Agents are doing it more and more, he revealed, although he admitted it was still early days.

The company is undertaking training across the country to get them on board but, according to Cameron-Smith, it’s “more about proof points” and getting the word out about success stories which result from “flipping the screen”.

“It’s about putting the lens onto the guest rather than us and saying, hey use the review and talk to your clients.”

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Aviation

Qatar Airways entangled in online recruitment scam

Adding to its already horrendous news week, the airline has become embroiled in an online recruitment scam.

Share

CommentComments

Wholesalers

“It’s good business to have”: Contiki boss talks pivoting to domestic and why agents should target youth travellers

Adam Armstrong began his stint at Contiki at an interesting time, to say the least. Here’s his game plan for the brand and his advice for agents.

Share

CommentComments

Travel Agents

Flight Centre boss demands proof of Queensland’s border closure advice

Skroo’s patience with the Queensland government is wearing thin, after making yet another request to see the medical advice that influenced the state’s border closure.

Share

CommentComments

Aviation

Man wearing Burger King crown cops airline ban following racist tirade

If this article proves anything, it’s this: just because you’re wearing a fun hat doesn’t mean you can be a racist dickhead.

Share

CommentComments

Cruise

Carnival slapped with additional environmental requirements before return to sail

The company has been ordered to prove it is adhering to the requirements relating to past charges against a subsidiary, which was convicted for discharging oily waste in 2016.

Share

CommentComments

Aviation

Qantas launches ‘flight to somewhere’ following success of ‘flight to nowhere’

You’ve heard of Qantas’ ‘flight to nowhere’. Now, prepare for the airline’s newest addition: a ‘flight to somewhere’. Not sure what that means? Read on.

Share

CommentComments

Destinations

Federal government announces changes to Tourism Australia board

There are a couple of fresh faces now sitting at Tourism Australia’s boardroom table. However, no word yet on when said table is getting a new coat of lacquer.

Share

CommentComments

Aviation

Passenger on same Qatar Airways flight as invasively-searched women thought plane was being hijacked

A 73-year-old woman has recounted her disturbing experience of being on a Qatar Airways flight when several Australian women were forced to have invasive vaginal examinations by authorities.

Share

CommentComments

Events

Register for Travel DAZE 2020 and you could win Wallabies v All Blacks tickets!

Keen to attend both Travel DAZE and the Tri Nations next week? Well, Air New Zealand is making it all the more possible with this generous competition!

Share

CommentComments

Hotels

Accor to open three more Sebel properties in Australia and New Zealand

If you miss the thrill of hotel inspections while on famils, we promise this article is full of snaps of spiffy hotel rooms to lose yourself in while you procrastinate your Thursday away.

Share

CommentComments

Cruise

Regent Seven Seas breaks bookings record with 2022/23 Voyage Collection

Need proof that travellers are still keen to cruise? Check out this champagne-popping moment from a luxury cruise line’s collection release.

Share

CommentComments

Destinations

Go on a safari in Sri Lanka from the comfort of your own couch

Couch potatoes, rejoice! You can take a tour of some of Sri Lanka’s most wild national parks from the comfort of your lounge room.

Share

CommentComments