SLOW economies,
uncertain times, the
failure of well-known
brands… South Africa is not
dissimilar to the UK in current
conditions, and both markets
are seeing a step back to high
street retail travel.
More consumers were
visiting agencies to book
package holidays, said experts
speaking at WTM London last
month.
“It is really interesting on
the high street – lots of big
consumer brands have gone
but what we have seen is a
renaissance and return to the
independent travel agent,”
said John Sullivan, head of
commercial at the Advantage
Travel Partnership.
He said the repatriation
of holidaymakers after the
collapse of Thomas Cook
in September showed that
the system worked. “No one
was stranded, everybody got
home, and most enjoyed their
holiday,” he said. “It underpins
the fact that the package is
very much alive.”
In South Africa, the market
saw the demise of tour
operator United Europe and,
more recently at a much larger
scale, the threat of SAA’s
closure.
In spite of – or rather
because of – consumer
anxiety, we are seeing a rise
in demand for travel agency
services.
“South African travellers are
still more confident booking
their annual holiday with a
reputable agent. The value
consultants add to the booking
process is immense,” says
Vicky Steinhardt, marketing
and product manager of
Pentravel.
Agents cover everything
from insurance, visas, flights,
sightseeing and the land
portion of the holiday, whether
it is a cruise, guided holiday
or resort, she says. “Pentravel
consultants are well travelled.
We ensure our consultants
experience the products
before we sell and promote
them in order to assure a high
standard for our clients.”
“The Flight Centre retail
brand is doing exceptionally
well and is on track for a
record-breaking year,” says
Andrew Stark, md of Middle
East and Africa.
This is due to a combination
of things, including our
reach, personalisation,
merchandising, pricing and
content, he says. “It’s not an
easy task. You’ve got to get a
whole lot right when it comes
to being a successful high
street agent. But when you
do, clients tend to choose you
consistently.”
Internet fatigue – and fear –
set in when you search online,
experts say. There is the factor
of ‘who are they, are they
safe?’
Customers have been burnt
by booking directly online,
says Dharmesh Kooverjee,
ceo of Travel Vision. “Travel is
expensive and in such tough
economic times customers
like to have the comfort and
support of a travel agent.”
More customers want to
book experiential travel, he
says. “Experiences need to
be created by a travel expert
with a grasp of the destination,
so they are well designed,
taking into account the clients’
needs, their limitations and
expectations.
