How travel agents can drive bookings through events

Talk, tea and cake

Last October Emerald Waterways and Scenic Luxury Cruises and Tours helped host an in-store drop-in event with tea, cake and a programme of rolling talks for 23 guests.

Malone says: “We’ve already had three bookings. We marketed it to a broad audience and looked at customers’ buying habits. As well as those who’d cruised before, we invited those who enjoyed city breaks.”

The agency has joined forces with Silversea Cruises and Carrier to become associate partners with the Close House golf resort in Newcastle.

“The club is a real draw, as it’s where the glitterati of the north-east play golf. Our customers play, and it’s a fantastic way to meet potential clients, as Close House invites [its] members,” Malone explains.

They’ve run a series of successful ladies’ golf days with lessons, rounds and tournaments for novices and experienced golfers, attracting up to 50 guests. “Once we’ve all hit a few balls together there is a real camaraderie,” says Malone.

Events include time for networking, and over lunch in the clubhouse the suppliers and agency team give presentations about personal trips.

“We’ve had some fantastic bookings from the events,” says Malone. “We’ll offer guests a gift certificate to help track bookings, and many will go on to book something different in the meantime, as a Silversea or Carrier booking won’t be instant.”

Inspiring venues

Malone believes an enticing venue is key. “Travel is all about experiences, so we have inspirational venues which match what customers are looking for from an experience,” she says.

One quirky venue was the Great North Museum, where 70 guests were surrounded by artefacts.

Following up with guests is a priority, and newcomers are encouraged to join the agency’s database.

The team meets within 48 hours of an event to ensure each guest is contacted by the Travel Bureau member they spoke to, and Malone sends a follow-up email thanking guests and reminding them of any exclusive offers.

This year’s events programme will be heavily influenced by where the team visit, as well as key travel trends.

Alongside a golf day in May, events on Africa, Uzbekistan and rail travel have been mooted. Malone adds: “These are all on trend, but we also have first-hand knowledge of them in the team. It’s about bringing it back to showcasing our expertise.”