Agents in the travel sector are being encouraged to emphasise the experience element of holidays to secure sales.
- At a recent conference, touring and luxury experts discussed the importance of bespoke experiences.
- Key figures highlighted that experiences, not logistics, should be the primary focus when marketing holidays.
- Examples of unique luxury experiences were shared, such as yoga at sunrise on a cruise.
- The travel industry’s future may depend on shifting towards personalised and experiential selling.
Agents in the travel sector are being encouraged to emphasise the experience element of holidays to secure sales in the touring and luxury sectors. During Fred Olsen’s annual conference, travel experts underscored the vital role of customisable experiences in convincing clients. Claire Brighton, from the Association of Touring & Adventure Suppliers, suggested that the breadth of experiences available in touring and adventure holidays allows agents to tailor offerings to client desires, advocating for a focus beyond mere transport modes.
The panel stressed that agents need not initially disclose the specifics of travel arrangements, such as coach use, allowing potential travellers to first connect with the appeal of unique experiences. Lloyd Morris from Riviera Travel shared insights into offering exclusive activities, like enjoying afternoon tea at the storied Reid’s Palace Hotel in Madeira, unavailable on typical tours.
Mark Godden of Oceania Cruises remarked on the allure of small ship voyages that cater to specific interests. According to him, such offerings could include culinary cruising along Japan’s coastline or participating in serene morning yoga sessions. These experiences, he stated, are key to distinguishing luxury travel products.
As the industry becomes increasingly competitive, the shift towards an experience-driven approach could be both innovative and necessary. Personalisation in holiday planning not only enhances customer satisfaction but also fortifies client-agent relationships. Elevating the travel narrative beyond standard itineraries to incorporate unique adventures may well be essential for future growth.
Shifting focus towards bespoke travel experiences is crucial for maintaining a competitive edge in the travel industry.
