The operator, which specialises in small group escorted tours, began agency sales for the first time in 45 years and immediately reported average spend through agents two-thirds higher than from direct channels.

The switch towards trade sales has also exceeded the operator’s expectations with a fifth of total sales already coming through agents. 

General manager Debbie O’Neill said the operator had been “blown away” by the response.

The switch in January saw trade bookings emerge within a few days, with Bristol’s Butterfly Travel making the first one on 7 January.

Abbey Renshaw, business development and communications manager, admitted she was surprised at the proportion of bookings coming from agents so soon. “We had no expectations, it was jumping into the unknown,” she said. “I thought it would be maybe 3-5%. It was a real shock.”

The tactic of launching to agents in peaks has paid off. “We like to do things differently, what better than to say here is a brand-new product, here in the peaks. I think that made a splash with the industry,” she added.

O’Neill added the switch in peaks had “seemed a bit odd, but it felt significant in our 45th year. The biggest thing I love is that the trade had really welcomed us, there’s a buzz in the office that has never been there before”.

The shift in emphasis came after O’Neill took over as general manager in April 2022. Jules Verne had previously been reliant on national print advertising, a tactic it still uses.

“We pushed out the ads in the newspapers when no-one else was doing it,” she said. “I never liked the fact that we did not take bookings from agents, I was taking these very awkward calls.”

O’Neill attributed the higher trade booking value to Jules Vernes’ direct customer base – average age 67 – which is still travelling closer to home following the pandemic, with agency sales more diverse.

The operator has also noticed a significant variation in trade destinations compared to direct, with Africa selling best through agents, whereas Egypt is top with consumers. Jordan and India are also popular with agency sales.

“I go into agencies and I’m told ‘people are booking a lot of Costa Rica’. With us it’s Africa, I don’t know why.”

Jules Verne offers 10% commission “to the majority”. “It’s too soon to put big overrides or targets in place,” said Renshaw. “Some agents might think that’s a lower commission than others, but it’s the level of service we are able to provide and everything else around that.

“The feedback has been amazing, I’ve seen people out on the road that are really excited. We’re having conversations about how we can do things differently.”

As for the future, there will be themed agents’ events, with topics including group private travel and the Far East in the planning stage. “We are looking at doing a lot more, but it will be about what the agent wants to talk about – something different from just a power point presentation,” said Renshaw.

“There will be a real focus on high street independent agents. From conversations I have had, agents already know people in our sales team, the relationships are working really well.”

Later this year, a new Exploring the World since 1978 logo will be unveiled to kick off celebratory trade events. In November, there will be some exclusive tours departing.

Jules Verne currently sells around 10,000 packages and plans to expand from 2024. “At the moment the focus is just on the connections with the industry and letting people know who we are,” said O’Neill.

“It’s about thanking customers and our new agent partners,” added Renshaw. “In 2023, watch out; in 2024, look out.”