Industry suppliers agree that firsthand knowledge of product has enormous value, as agents will sell what they feel they know. However, the outlook for educational familiarisation trips for South African travel agents relies heavily on the availability of airline seats, especially discounted or complimentary seats. A lack of availability means fewer educationals in the industry.
Educationals allow agents to experience destinations and resorts firsthand, and are thus crucial for enhancing their ability to sell travel packages, but they depend heavily on airline and supplier collaboration to make them cost-effective, suppliers in the industry told Travel News.
Joanne Adolphe, CEO of Thompsons Holidays, said: "We constantly look at opportunities for educationals, and it depends on supplier availability, especially airlines.”
To date, Thompsons Holidays has conducted eight educational trips this year. However, rising costs and a lack of discounted or complimentary seats from airlines have limited the number of trips the operator can organise.
"The biggest factor is that airlines are not forthcoming with rebated seats, and the cost becomes very high," said Adolphe.
All registered travel agents with Thompsons Holidays are eligible to participate in educationals, including ITCs.
"If they are registered with Thompsons, they qualify as any other registered travel agent would," Adolphe confirmed.
She stressed that suppliers needed to see a return on investment from these trips before more could be organised.
Joanne Visagie, Sales and Marketing Director at Beachcomber Tours, agreed that educationals were crucial for the travel industry.
"We arrange several educationals per year – each hosted by one of our expert sales executives. We are also glad to report that Beachcomber has the same number of educationals now compared with previous years.”
As a Mauritius specialist, Beachcomber focuses on promoting its eight resorts on the island.
Visagie highlighted the selection process for the trips. "We cherry-pick agents who we believe in, who are experts in their field, or who show great potential and drive, and who we feel fit our brand and have our clientele."
Beachcomber's goal is to ensure that agents can sell the destination from personal experience. "An educational is like gold," she added, underscoring the lasting value of firsthand knowledge.
ITCs are welcome to join educationals, provided they are aligned with Beachcomber's vision and Visagie said Beachcomber Tours had been taking key ITCs on its educationals for many years.
For World Leisure Holidays (WLH), educationals are a staple, especially to Mauritius, which remains its primary focus. However, Brenda Mitchell, Head of Sales at WLH, noted that future educationals depended on securing airline seats, with dates for 2025 yet to be confirmed.
"We would love to host educationals to other Indian Ocean islands, but some are not cost-effective." The company’s selection process considers agents who have supported WLH or show the potential to do so.
Like other travel companies, WLH also charges a participation fee that mainly covers airport taxes. "Educationals are subject to the availability of airline seats and rooms if the hotels are able to accommodate them," said Mitchell.
She emphasised that hotels expected a measurable ROI, meaning agents who participate are expected to support the properties they visit.
"Hosting an educational carries an assumption that a travel agent on the trip is going to support the operator or the hotels they stayed at and visited," said Mitchell.
