With the obvious caveats of climate change, conflict and consumer confidence, the mood is – guardedly – optimistic after several difficult and dreary Januarys.
A good summer, calmer economic outlook and oodles of capacity has given agents and operators good reason to think 2025 could be just like – or even better than – the good old days of 2019.
How then should a travel agent, eager to maximise efficiency, increase sales and enhance customer satisfaction as an engine of repeat business in the future, be organising their marketing as the most important time of the year approaches?
So here are 10 ways you can start getting prepared now to ensure your peaks packs a punch.
1. Review market trends
Analyse travel trends for 2025, relating to established and emerging destinations, consumer spending behaviour, travel restrictions that have come in to force because of ongoing conflicts or climate-driven disruption, or trends such wellness or adventure tourism. If any of them correlate with your specialisms or expertise, think about how you’ll highlight that.
2. Update inventory and packages
Ensure that all travel packages, flights, hotels, and excursions are updated with accurate pricing, availability, and details. Curate exclusive packages that cater to trending destinations, special holidays, or unique experiences that might interest early-year travellers.
3. Optimise your website and digital presence
Use time now to conduct an audit of any online presence you have – is your website interface as user-friendly as possible, with updated booking systems, fast load times, and a mobile-responsive design? Highlight special promotions or packages on the homepage and ensure your SEO strategy is aligned with relevant travel keywords for January sales.
4. Promotional email and social media campaigns
Email remains a powerful marketing tool so consider setting up targeted email campaigns to previous clients, offering exclusive deals or loyalty discounts for early bookings. Leverage social media platforms with tailored ads, focusing on New Year promotions or holiday recovery trips and, if your budget allows, collaborate with appropriate Influencers to promote specific destinations, products, or specialities that you have. Use early-bird discounts or limited-time offers to create a sense of urgency.
5. Train and prepare your team
Provide refresher staff training on customer service, new destinations, products, and any booking system updates. Prepare the team for higher call volumes and online inquiries, ensuring that they can handle peak times efficiently and offer personalised service.
6. Strengthen your partnerships with your suppliers
Negotiate special rates or offers with hotels, airlines, and tour operators to provide competitive pricing for January bookings. Establish a direct line of communication with key suppliers to handle last-minute changes or special requests smoothly.
7. Review customer preferences and feedback
Analyse previous customer reviews and feedback to identify common pain points and improve the service accordingly. Tailor offerings to customer segments, such as families, couples, solo travellers and make recommendations based on past purchases.
8. Enhance your CRM and automation systems
If you’re using one, update your customer relationship management system with the latest client data to streamline communication and follow-up. Automate routine tasks like confirmation emails, payment reminders, and follow-up inquiries to free up time for personalised services during peak times.
9. Prepare financially for increased sales
Review the financials and ensure the business is ready for the high transaction volume, including having enough credit card processing bandwidth. Set clear financial goals for January and establish budgets for marketing campaigns and any operational expenses for this period.
10. Develop contingency plans to protect the sales process
Create contingency plans for any potential disruptions to selling, such as flight cancellations caused by the weather, which will invariably consume resource. Ensure clear policies for handling cancellations, refunds, and customer complaints to maintain trust and customer satisfaction during the busy period.
