Get unlimited access to the latest travel industry news and analysis, comment on articles and sign up to newsletters.
Register for free
Already registered? Login here or below.
Having difficulty logging in? Try these tips, or contact support@ttgmedia.com
This week our undercover shopper was in Cowbridge, Wales, requesting an overnight theatre trip to see the Lion King in London. How did the sellers fare?
The mystery shopper visited two travel agencies in Cowbridge, Wales, and requested a one-night theatre break for a couple to see The Lion King in London and a hotel stay, with a budget of £350.
They then made two Google.co.uk searches using the term ‘The Lion King theatre and hotel break’.
2nd: Thomson
3rd: Super Break
4th: Holiday Extras
Tailor Made Travel
8 High Street
Mystery Shopper said: The store was clean and organised, with eye-catching displays and offers. A friendly, smartly dressed consultant welcomed me. The sales process was in depth and the consultant asked a number of questions. They spoke about their own experiences of shows in the West End and made an effort to get to know what I wanted. They made a call to get some prices, and talked me through the hotels and their location, showing me pictures online. They found a Super Break deal for £377. Although over budget, it included the train fare, which they said would be cheaper than paying the congestion charge and parking. I was asked if I wanted to book, and when I said I’d wait, I was encouraged to come back into the store to book, or call the agency. I felt that the consultant had done everything they could to find the best deal that met my needs.
Sue Jones,
travel consultant,
Tailor Made Travel
How long in travel?
Around 30 years. I’ve been with Tailor Made Travel for a year.
How often do you sell theatre breaks?
We sell a good amount at this time of year.
Tips for selling it?
To get the seat you want, clients have to book far in advance. If they’re flexible with dates, they can book tickets when the rail offers are on for a better deal.
What else is selling well?
Cruise and long haul. Late winter sun deals are doing well too.
Where you are you off to next?
I’m going to the Algarve for a villa holiday with my sisters.
Who makes the best cup of tea in the team?
Me! I’m always making tea for my colleagues!
Thomson
23 High Street
The store was clean, organised and uncluttered. On entering, two friendly consultants greeted me. One invited me to take a seat, asking how they could help. They provided me with a Super Break brochure, explaining that they offered a wide range of West End shows. The consultant asked when I wanted to go and offered to look for quotes. I wasn’t asked my budget, and there was no attempt to tailor the break to meet my needs. I was given one option, which was under budget at £333 but didn’t include rail travel. I wasn’t given a choice of hotels, and the only option available was seven miles from the theatre. I felt the consultant could have done more to offer an alternative.
Super Break
superbreak.com
The website was clear, logical and well laid out. It contained images from The Lion King, facts about the show and a map. I was connected to a friendly consultant quickly. They asked about my preferred seats for the show and hotel type, but not about my budget. I was given a range of hotels to choose from, with a description of each and prices. The products offered matched my needs and were within my price range. The consultant highlighted the hotels’ location, which showed their knowledge, however they were not enthusiastic and it seemed they were reading from the computer screen. No personal details were taken from me. When I asked for the £320 quote to be emailed to me, the consultant directed me to the website, saying all details could be found online.
Holiday Extras
holidayextras.co.uk
The site was sponsored on Google and when I clicked on the link, I was taken to a page about The Lion King. The site asked me to choose the show time and date. Trying to get hold of a consultant was difficult as the phone lines were busy. When I got through, they only asked a few questions to gauge my requirements. I was only given one hotel option to choose from – Travelodge London City Airport – and the consultant did not offer any information. Train tickets were included and the package was within budget at £343. When I asked for a quote to be sent, they said they couldn’t do so as the quote was generated from a live system. My contact details weren’t taken, and I found the process quick and impersonal.
TTG has teamed up with React Surveys to simulate a realistic booking process each week – that means a mystery shopper looking for the best deal from agents and operators on the high street, online, on TV or in newspapers. The Mystery Shopper research is carried out on behalf of TTG by React Surveys,and no further details or information can be disclosed. Researchers take into consideration first impression, sales process, product and budget match and extras offered before giving an unbiased opinion of which channel/company they would have booked with on that occasion. We do not claim that the winner is the best in an area or specialist sector, as we may report on competing travel firms in the future. Please note that the aim of Mystery Shopper is not to criticise individual agents or companies, but to promote good sales technique for the benefit of all in the travel trade.
