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The mystery shopper visited two travel agencies in Trafford, Greater Manchester, and requested a seven-night holiday for a gay couple in Tenerife, with a budget of £2,500.


They then made two searches using the term ‘five-star Tenerife holiday’.


Winner: Destinology

2nd: Kuoni

3rd: ITC Luxury Travel

4th: Miss Ellies Travel

The winner

The winner



Score: 78%

Mystery Shopper said:
This was one of the top results returned and it emphasised that it specialised in luxury hotels. I had the choice of continuing alone, phoning or requesting a call back within one minute – “live web chat” was also available. I used the live chat to speak to a consultant. With their help I found the five-star Villa Cortes with features such as wellness classes and a 24-hour gym. It was close to a beach and had five swimming pools and a hot tub. The entire holiday, including easyJet flights, came within budget at £2,451. The website also introduced a range of additional products such as baggage and transfers. The photos and videos on the site enticed me to engage with the holiday in a way that would encourage booking. It also proved simple to book a room with a double bed, with the site outlining that a booking was welcomed by us as two males in a relationship.

Destinology’s tips for selling to LGBTQ clients

  1. All our hotels in Tenerife are beautiful. The Ritz Carlton Abama and the Bahia Del Duque are perfect a really luxurious holiday. They are suitable for everyone.
  2. Ask for the number of passengers straight away so you can start searching for the ideal trip.
  3. We would discuss room types with the client and state that they come with either king or twin beds – this would be standard with any client, regardless of gender.
  4. At Destinology we only sell hotels and resorts that we are confident cater for all guests to the highest standards.
  5. Don’t ask about a client’s sexuality unless they are forthcoming with that information and want reassurance.
  6. Treat all clients the same regardless of sexuality or any other factor.

React Surveys explainer / disclaimer

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.

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TTG - Travel Trade Gazette
For Smarter, Better, Fairer Travel
TTG Media Limited.
Place of registration: England and Wales.
Company number 08723341.
Registered address: 6th Floor, 2 London Wall Place, London EC2Y 5AU