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This week our undercover shopper was in Lancaster to book a mini break to Lapland to meet Santa. How did the sellers do?
The mystery shopper visited two travel agencies in Lancaster and requested a four-day holiday to see Santa in Lapland in December for a family of four, with a budget of £2,000.
They then made two Google.co.uk searches using the term ‘Santa Lapland holidays’.
2nd: The Traveller
3rd: Santa’s Lapland
4th: Inghams
Thomson
31 Market Street
Mystery Shopper said: I was asked what I was looking for straight away by a consultant, and they started looking for a holiday immediately. The consultant asked me various detailed questions to find out what I wanted. They conducted a computer search and found accommodation with a family room as part of a three-night Thomas Cook holiday to Helsinki that included a Christmas experience and was within budget at £1,802. I was not asked for my personal details but the consultant gave me a number so that I could contact them if I had queries. The consultant asked all the right questions to find the holiday I was looking for and covered everything I needed. The search was done quickly and I was confident I had got a good holiday. I would have booked if I had been a genuine customer.
James Dingley
deputy superstore manager
Thomson
Do you sell lots of Lapland?
Yes, this is the perfect time of year to talk about Lapland with customers.
Any tips on how to sell a Lapland break?
Bring the experience to life for children and families using videos and pictures. Use your experience and that of others to give clients the best advice and service.
If you weren’t working in travel, what would you do?
I’d be a pilot.
What’s on your bucket list?
I’ve always wanted to go to the Cook Islands in the South Pacific.
Where are you next going on holiday?
Singapore.
The Traveller
10 Sir Simon Arcade
When I entered the shop, I approached the desk where two consultants were sitting. They asked how they could help and when I told them my requirements, they said I would not get much for my budget. One consultant went to get brochures and told me they had taken their children to Lapland and that it was magical. I was not asked many questions or personal details. The consultant asked if we could go earlier than my suggested date to find a cheaper deal. They suggested going to Finland for the day to stay within budget, on a day trip with Thomas Cook priced at £1,916. They said there would only be about two hours of daylight at best. There was no attempt to seal the deal on the holiday and I was not given any incentives to book.
Santa’s Lapland
The website’s name stood out and indicated the company would cater to my needs. When I clicked through to the website, there were pictures of families having fun and I felt confident that a suitable holiday could be found. When I phoned, I was told that I would not get a holiday for my budget and that they did not do day trips. I asked for a quote, which I received very quickly. The consultant suggested another airport, which would make the holiday cheaper. I was offered the three-night package but it was over budget at £3,122 and not for my preferred dates. The website showed a clear itinerary for the package, with exciting excursions for the children. There was a discount for children as an incentive to book online.
Inghams
There were clear and enticing photos, including some of Santa and a reindeer, so I knew the site was relevant. A phone number was clearly visible. It was easy to search for suitable options and the holidays looked enticing, although many were above budget. It was time-consuming to check all of the dates I could visit. When I spoke to the consultant on the phone, they said there was nothing available for my dates and budget. I asked if there was a day trip available but the consultant said they had nothing and they were totally booked up. The consultant could have done more to offer alternatives such as different dates and I wasn’t asked many questions.
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.
