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This week our undercover shopper was in Sunderland to book a 12-night cruise for two to see the Northern Lights. How did the agents do?
The mystery shopper visited two travel agencies in Sunderland and requested a 12-night cruise for a couple to see the Northern Lights, travelling in March 2018, with a budget of £8,000.
They then made two Google.co.uk searches using the term ‘Northern Lights cruise’.
2nd: P&O Cruises
3rd: Tate’s Travel
4th: Cruise & Maritime Voyages
Dawson & Sanderson
3 Waterloo Place
Mystery Shopper said: The windows displayed enticing holiday offers and the interior was neat and clean. I was approached by a consultant, who welcomed me warmly and asked how they could help. I explained my needs and the consultant asked questions and made notes. They said they had been on a cruise recently and enjoyed it, and gave the names of some recommended companies. Then they looked at holidays on the computer, showing me the screen so that I felt involved. Two options were an exact match, and the consultant called both to check availability. They talked me through the ships and their differences, then typed up quotes and an itinerary, including a Fred Olsen Cruise Lines package priced at £5,798. The consultant had a lovely sales manner and gave fantastic options. I was really excited and tempted to book there and then. I received a follow-up call the next day.
Gina Rooney,
travel consultant,
Dawson & Sanderson
How long in travel?
12 years. I did an apprenticeship with Hays and I’ve now been at Dawson for six years.
How often do you sell Northern Lights cruises?
Quite rarely, but a colleague has recently been to Reykjavik to see the Northern Lights, so I used some of that knowledge.
What’s selling well?
The Far East and cruise.
What’s hot for 2018?
Spain is always popular and I think Turkey and Bulgaria will do well.
Where was your last trip?
I’ve just come back from my honeymoon – we went to Los Angeles and Las Vegas.
Biggest ever booking?
A tailor-made multi-state tour of the US worth £15,000.
P&O Cruises
I was immediately drawn to the site listing, which was the top result on Google. The site had a clear layout and attractive visuals showing the Northern Lights. It was easy to use, and my search revealed two relevant cruises. When I phoned a consultant, they asked questions but not my budget. They talked me through the two options, one of which was the adults-only Oriana cruise for £3,588. I felt there could have been more explanation about the differences between the choices and what I would get for my money. The consultant gave recommendations about the best cabins for first-time cruisers like myself. They asked if I’d like to book and took my details and gave their direct number. The consultant was patient and explained everything when I asked questions.
Tate’s Travel
6-7 Park Lane
The window display was attractive with lots of tempting offers. The store was clean and tidy. I perused the brochures until a consultant asked if they could help. They then had to take a call. I explained my needs and they told me they did not deal with cruises and that the person who did was not in the office that day. I was invited to take a seat and was asked my requirements and they explained that P&O Cruises and Fred Olsen Cruise Lines were best for couples. The consultant said rather than leave me waiting, they would do some research and ring back later that day. They gave me two brochures to take away. They called back and left a voicemail to say they had found a cruise for me, for 14 nights rather than 12, priced at £5,398.
Cruise & Maritime Voyages
The site was well set out and the search function was clear and easy to use. The use of imagery was good and the site ranked highly on Google, which gave me confidence in the brand. The product match on the website was very good and brought up the cruises I wanted. It clearly showed which cabins were still available, while for others I could go on a waiting list. On the phone, however, the consultant told me that both cruises were fully booked and they could put me on a waiting list in case there were any cancellations. They did not offer me any other options or ask if I had alternative travel dates. They took my details and said someone would ring if there were any cancellations.
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.
