Agent Matters: 'Think longer-term for your marketing strategy'

Two months after their first Agent Matters appearance, acting features editor Abra Dunsby caught up with Meon Valley Travel’s managing director James Beagrie; Kiri Dulay, marketing and social media manager of Midcounties Co-Op Personal Travel Agents; and Strawberry Holidays director Kate Holroyd.

Holroyd said marketing had “definitely shifted to the more long term”, looking to 2021. She was building partnerships with bloggers, podcasting and doing SEO work “looking at my best-performing pages and asking what I can do to improve conversion”.

“It’s been a prime opportunity to look at those longer-term relationships,” she said. Holroyd added she planned to develop a chatbot for her Facebook page and send postcards to clients “past and present”.

“Our value as travel agents is peaking. I’m at the end of the phone in crises like these, I’m there 24/7. That’s more of the offering I’m pushing forward.”