Chief marketing officer Neil Swanson told TTG Tui had seen a “double-digit increase” in third-party agent sales in the six-week period from late August to October.
During this period, the operator grew its trade sales team to 17, offered agents improved commercial terms and boosted call centre support.
“Third-party sales are surpassing where I imagined them to be now,” Swanson said at an unveiling of Tui’s first-ever Christmas advert to the media in London last night.
“All of the work that went into [building trade relationships] up to October is paying off.
"The expanded trade sales team, improved commercial terms and the enhanced service put in place has led to a double-digit increase [in third-party sales]. We’ve made sure that the support is there for agents.
“We’ve always played with key partners, like Hays Travel, but this push extends to all agents.”
He acknowledged commission levels offered to independent agents were too low before, but added: “We’re now paying commission that allows us to compete with other tour operators.”
Swanson also noted how third-party agents could help Tui seize sales opportunities in a previously “untapped market”.
“People booking in retail shops are different from those who book online, they want that personal service,” said Swanson.
“These independent agents are really close to them. Tui has not really been an option for agents before, but now we’re giving them an option.”
When asked what the next stage was for Tui as it looks to court independent agents, Swanson said: “We’re looking at expanding our educationals and attending more conferences and offering more support to agents in shops. We believe our product is the best out there.”
Swanson added that third-party agents all wanted “more engagement”. “We’re just taking one step at a time, but we need to keep the dialogue up,” he explained.
“I know that people are worried that Tui is just for Christmas, but that is not the case.
“We know that there was some negative reaction in some quarters, all I can say is ‘give us a go’.”
Swanson hailed Tui’s first-ever Christmas advert, which tells the story of what happens to the elves after Father Christmas flies off to deliver presents.
“It just feels like an opportunity [to launch a Christmas ad],” Swanson said, adding: “We want to be 10 yards down the track before anyone else comes out [with their ad].
“We want to come out of the traps faster. It’s about standing out as everyone gets excited.”
The advert first airs during prime-time TV slots during ITV’s Good Morning Britain on Tuesday (28 November) as well as during the final of The Great British Bake Off and I’m a Celebrity… Get Me Out Of Here!.
