Destina Travel is no stranger to hosting client events, but this year, as the landscape of face-to-face interaction changed with the onslaught of the coronavirus pandemic, the Hagley-based travel agency found itself charting unfamiliar territory.

Forced to cancel its upcoming 50th birthday plans – which were meant to be all-singing and all-dancing – on 12 November, the agency decided it was time to venture into the realm of virtual events.

LAYING PLANS

Sam Tyers, head of leisure sales, wasn’t alone in planning Destina Travel’s first-ever digital client evening. As one of two agencies being mentored by the TTG Travel Heroes in 2020, she had the support of AmaWaterways’ Jamie Loizou, Gold Medal and Travel 2’s Nick Hughes and Travelsphere and Just You’s Sarah Weetman.

“Hosting a virtual client event [with the TTG Travel Heroes] was much simpler [than hosting a face-to-face event],” says Tyers.

“I tend to go a bit over the top on in-person events so they always take me a lot of time. I plan it like I would a wedding – for example I put a ‘thanks for attending’ ribbon on every attendee’s champagne glass,” she adds.

But this time around, with the TTG Travel Heroes creating all the marketing collateral and sourcing the digital platform for the event, it was only up to Tyers to distribute the invites – a welcome step back considering the agency is still operating on a skeleton staff force. Personalised emails were sent to 600 Destina clients and the event was shared in 15 local Facebook groups.

On the day of the event, a handful of existing clients made their way to their computers to hear from AmaWatwerways, Travelsphere and Just You. The suppliers shared their latest product updates as well as new health and hygiene measures that have been adopted this year to keep clients safe and reassure them it’s safe to travel.

“I would have liked more attendees,” says Tyers, adding: “Next time I [host a virtual event], I’ll look at focusing on a destination, maybe with a hotel brand or a destination that sings out to all our clients.”

However, the guests who did attend left feeling inspired, with Tyers receiving an email from a husband and wife the following morning saying they “thoroughly enjoyed” the evening and are looking forward to happier times ahead.

Tyers has yet to see whether the event will generate bookings but is feeling confident Destina Travel and its participating supplier partners are now front of mind for clients when they make an enquiry.

“It’s definitely worth a try – you’ve got to give it a go and see what works for you,” advises Tyers, who is planning another virtual client event for the festive season.

’TIS THE SEASON

It’s certain that Christmas at Destina Travel will look very different this year. A key player in Hagley village’s Christmas festival and usually taking part in charity bake sales and competitions (the agency has won the local “best-dressed window” competition twice), the agency was sad to learn the 2020 festivities have been cancelled due to the pandemic.

However, Tyers won’t let the season pass without embracing the festivities. She plans to put up the white and purple tree, hang Christmas lights, design a window display as eye-catching as last year and promote holidays to Lapland in 2021.

As for the Destina Travel team Christmas party, plans are being played by ear. “Normally we’d have a Christmas meal, but we’ve said rather than book anything we’ll get later into December and see where things are, and maybe go to the local Italian or Indian restaurant,” says Tyers. “Maybe we’ll even celebrate in the new year!”