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This week our undercover shopper was in Westcliff-on-Sea to book a 10-day break to Cape Verde for retired friends. How did the sellers do?
The mystery shopper visited two travel agencies in Westcliff-on-Sea, Essex and requested a 10-day holiday to Cape Verde for two retired friends, with a budget of £2,500.
They then made two Google.co.uk searches using the term ‘Cape Verde holiday’.
2nd: Loveholidays
3rd: Thomas Cook
4th: Hermes Travel
Case Olden Travel
442 London Rd
Mystery Shopper said: Upon entering I was greeted by two smartly-dressed consultants, even though they were with customers at the time, and I was made to feel welcome. Both agents took a great interest in me and asked lots of questions to establish what I was looking for. They clearly knew the destination and which suppliers they should be speaking to. The agents did a thorough search, going through the pros and cons of each holiday, and explaining the differences between the islands and how far the resorts were from the beach. It was very much a team effort and I felt involved at every stage. The consultants were confident in the choice they made, a holiday with The Cape Verde Experience from £1,978. In a real situation they wouldn’t have needed to use any specific closing techniques as they had done a great job throughout and I would have booked the holiday.
Judith Chaplin,
managing director,
Case Olden Travel
How long in travel?
My mum set up the shop in 1972 but I came into travel in the 90s. It was actually a fluke as I was originally only meant to help out for a while but ended up steadily training and eventually became permanent.
How often do you sell Cape Verde?
We don’t sell it often; it’s a complicated destination with many islands and different things to offer travellers. It was very much a team effort between myself and my colleague Amanda on this enquiry.
Tips for selling it?
You have to understand what your client wants before you suggest a holiday. The islands are great for beach breaks, hiking and spotting wildlife.
What is currently selling well?
Cruising is big for us – we sell everything from MSC to Silversea.
Loveholidays
The website was eye-catching and had an easy-to-use search facility. Using a number provided, I telephoned a consultant who was enthusiastic and thorough in their holiday search. They quickly found two deals, which I asked them to email to me; however, they pointed out the prices were only valid for today. The agent discussed the options in detail and I felt involved in every step of the sales process. They asked plenty of questions and understood exactly what I wanted. They found a perfect match in late November – a stay at the Vila Do Farol with Gatwick flights from £2,495. The agent managed to create rapport on the phone and I enjoyed talking to them. I felt genuinely excited about the holiday.
Thomas Cook
The website came third on Google and was attractive with Cape Verde deals advertised; however, no 10-day options were available. I phoned a consultant and after a brief conversation they said they would send me any holidays found via email. I felt that because of the brief nature of the call, it wasn’t possible to gauge how good the agent’s knowledge was or how extensive the search would be. On the positive side they sent a deal through quickly; a 10-day stay at the Sol Dunas Resort with Gatwick flights from £1,830. Although the outcome was good, no rapport was built between myself and the agent and I didn’t feel involved in the sale.
Hermes Travel
781 London Rd
The store was clean and tidy with neat brochure displays and a long counter with a high barrier; however, no computers were visible so it would have been impossible to see any holidays on screen. I was greeted by an agent who asked about my requirements before retreating behind the barrier. I sat for 20 minutes with no interaction. They later returned with ideas that matched my brief, which they showed me in a brochure. There was no discussion of the features of the chosen holiday – a stay at the Hotel Pontao through The Cape Verde Experience from £2,226. There was no attempt to seal the deal, and despite finding a suitable holiday, I would not feel inclined to book as I didn’t find the process a particularly enjoyable experience.
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.
