Gold Medal is introducing curated offers to enhance holiday quoting efficiency for agents.
- These offers aim to optimise the thousands of quotes generated weekly by the operator.
- The initiative will be trialled in early July with plans to include sister brands subsequently.
- A dedicated web support team is being established to aid agents, reflecting the growing business trend.
- Positive growth recorded in the first half of 2024, coupled with promising airline sales, supports this strategy.
Gold Medal, a renowned operator, is set to launch curated offers aimed at assisting travel agents in managing the vast number of holiday quotes generated each week. These offers, designed to improve conversion rates, will initially be trialled with select agents at the beginning of July. Subsequently, the program will extend to include sister brands, Cruise Plus and Incredible Journeys, thereby broadening its reach and potential impact throughout the travel industry.
Simon Applebaum, the Managing Director of Gold Medal, highlighted this strategic move during a webcast, explaining that despite thousands of quotes being produced weekly, conversion into actual bookings remains limited. “Now we are taking all of that content that was previously sat in the database and now our agents can access that,” he stated, emphasising the new accessibility of these curated offers.
Further elaborating on the operational strategy, Applebaum indicated that agents across various regions will have the ability to search for local departures, while homeworking agents will benefit from tailored content optimised for their marketing efforts. “Within a couple of hours of a quote being generated, it will be available for everybody to see and access,” added Applebaum, indicating a significant enhancement in the information dissemination process.
Understanding the increasing role of digital platforms, Gold Medal is also establishing a dedicated web support team to assist agents in navigating their website. This initiative is a response to the increasing shift towards online transactions, which Applebaum described as their “fastest growing way of doing business.” Additionally, recognising the non-traditional working hours of many agents, the support team will provide assistance outside the conventional nine-to-five framework.
The first part of 2024 has witnessed remarkable success for Gold Medal, with growth exceeding expectations despite some market softening due to external factors such as the Euros and electoral activities. Airlines have been proactive with competitive sales, which has further supported the optimistic outlook for the company’s future. Applebaum expressed his contentment with the business trajectory thus far, asserting the importance of maintaining this momentum in the latter half of the year. Correspondingly, sister brands are experiencing growth, with Cruise Plus expanding its team and Pure Luxury seeing a rise in popularity, particularly with Dubai re-emerging as a favoured destination.
Gold Medal’s strategic introduction of curated offers, supported by a robust digital support system, reflects its commitment to optimising agent resources and enhancing market agility.
