Miles Morgan was speaking to delegates at Abta’s Group Travel and Escorted Tours Conference after an award-winning 12 months for his business.
Miles Morgan Travel was named Top Touring and Adventure Agency in the UK & Ireland at the TTG Top 50 Travel Agencies ceremony in April – the first year of the awards’ existence.
Speaking to TTG following his presentation last week, Morgan said the education of staff and encouraging participation on fam trips was “absolutely crucial”.
“It’s all very good getting everyone together and saying ‘right, we’re going to be selling this now’, but if you don’t back that up with training and get everyone on the same page then it’s pointless,” he said.
Morgan explained his team had “left no stone unturned” when it came to marketing and had ramped up their mail, TV and social media campaigns around touring.
He said it was important to make sure agents looking to start selling touring matched their product to suit the customer, whether new or existing.
“Touring can be a bit like cruising – there are different ships for different people, and one person’s idea of a holiday from heaven is another’s holiday from hell, so you need to be offering the right experience to the right person.”
While Morgan admitted not every initiative tried by his agency had been successful, he insisted businesses should not “just sit on their hands”.
“When it doesn’t quite work, don’t give up,” he said. “It may be that you just need to keep up the message.
“You can’t say ‘we’re touring experts’ after one round of marketing. Just keep at it with promotion and education,” he said.