The new National Express brand debuted in January and has seen its business soar during its first quarter owing to what Smyth described as a“phenomenal” response from the trade.
Over the past three months, brochure requests have gone up 400% year-on-year while sales of UK tours, which represent the majority of Touromo’s business proposition, are up 50%.
“Agents play a really important part in working with our customers,” Smyth told TTG on Friday (31 March). “Lots of people still want to book face-to-face – and we understand we need agents to do that.”
Touromo has created a dedicated team to service agents and enhance partnerships with the trade by ensuring they have the support and resources they need to sell the brand.
The brand has hosted virtual and in-person training, as well as product launch events, and developed a newsletter. It has also launched several agent incentives, including cashback, vouchers and prize offers.
“It’s about working with them [agents] in a less transactional way,” Smyth told TTG. “We understand the value of things like market days and being present in the local towns in which we operate.”
Smyth said Touromo’s appeal to the trade was to be found in its higher quality product proposition. “We offer a higher quality type of product than the rest of the coach holiday market,” Smyth said.
An example of this “higher quality” product, said Smyth, was Touromo’s Platinum Collection featuring its “highest rated” trips. Launched in February, these include a 17-day Grand Tour of Italy, as well as a two-night stay in Marlow. Smyth told TTG agents had been able to lean on Touromo’s “hassle-free travel” proposition.
“You wake up in the morning and you go meet your coach at 9am-9.30am and you get taken to place A and then place B, it’s all done for you,” she added. “It’s all built and planned, all they need to do is turn up and enjoy.”
