“It’s been a fantastic start to the year for us, but it could have been ever better," managing director Dan Gathercole told TTG, admitting the operator headed into the new year with gaps in its reservations team.

Despite the difficulties, the trade-only brand – known for its Canada expertise – recorded an average call waiting time of only about 12 minutes in January.

"We probably need another five or six in reservations," said Gathercole. "I think that’s where everyone’s at. You get to a position where in December you’ve recruited but you just can’t get the level of staff you want – you have to take a decision and say we’ll go with what we’ve got.

"We’ve found you really need to recruit in March for January because it takes six to nine months for someone to become au fait with the company and have the product knowledge.”

Gathercole said enquiries were up “about 20%" on 2020, with bookings not far behind that level. “We’re tracking well," he continued. "Average booking value has gone up too – at the minute, it’s around £11,500 based on 2.35 passengers, our average.”

Gathercole also praised his team for rolling up their sleeves when the business resorted to "plan B" in December – cross-training staff to handle calls. An added complication was the adoption, in October, of a new IT system, although Gathercole said the results had been worth it. “Our quotes look a lot better from a presentation point of view – we’ve had some really good agent feedback.”

TTG last month revealed First Class’s plans to whisk 40 agents away to Canada in April for an experiential training trip in partnership with key tourist boards, spending two nights in Toronto and one at Niagara. "It’s all about the experiencing the product rather than just learning about it,” said Gathercole.

He’s keen to update and broaden agents’ knowledge of Canada’s attractions, highlighting how visitors’ tastes have broadly stayed the same over the years. “It’s not a problem, but you want to get them to other places like Winnipeg, Nova Scotia, Atlantic Canada – off the beaten track. 

“Key for us is getting people to extend their stays – to go and see polar bears in Churchill or Atlantic Canada on the way back. That increases the amount of money agents make, but ultimately the customer will have a better experience.”

Canada remains First Class’s top seller, but Australia and New Zealand are “seeing all the growth”, with the operator offering separate 180-page brochures for both. “Prior to the past four or five years, not many agents knew we did Australia and New Zealand," Gathercole remarked. “It’s perfect for tailor-made – the typical booking value is getting on for £15,000, and you don’t get many trips the same.”

First Class also launched Indian Ocean options during the pandemic, putting together an islands programme with the Caribbean and South Pacific. No new destinations are planned "in the next two or three years”.

Gathercole urged agents to make the most of what First Class offers by way of modular travel. “It’s not really demonstrated within the travel industry what a tailor-made trip is," he said. "Customers don’t really understand they can do what they want because they’re so used to booking packages with set itineraries. There’s an education to be had.”

As 2023 progresses, he is confident trade partnerships are the way ahead. “We have seen a lot of new agents in the last few months," he added.

Anyone seeking a role in reservations is urged to contact First Class via careers@fcholidays.com.