It's 1 September, the kids are almost back at school and the weather's started to turn; it can mean only one thing – there's just a few short weeks left to convert any remaining pent-up demand for summer getaways.

Few would say it's been a spellbinding summer, with TTG frequently hearing from agents about the many challenges and obstacles they're having to overcome to get clients' booking in a sensitive and volatile economic environment.

So with the clock ticking, TTG caught up with three agents who are deploying a range of tactics to get those last few sales in – they shared the tips and tricks they're employing to get the market moving.

‘Pop a price in front of them – and then justify it’

(Credit: ArrangeMy Escape)

ArrangeMy Escape's Jennifer Lynch confirmed summer lates had been slow, with her team more focused on forward bookings than normal.

However, she revealed the agency had adopted a new tactic to convert demand. With all new enquiries, staff first note clients’ budget before asking them to describe the perfect holiday they would expect for the price.

They then quote the client for their dream holiday, as described, the holiday they can afford that meets their preferences, and a “wildcard”.

“A lot of the time, we throw in cruise as the wildcard – and it’s working, especially in the lates market. Customers are seeing the value you can get compared with land-based holidays.”

With viable cruise options typically running up to 10% beyond budget, Lynch said staff were learning to educate customers on the included extras, like full board and the entertainment programme.

“You get the odd customer who sticks to their budget, but it generally works – 60-70% of the time, the client spends more than they intended.

If you just pop the price in front of them, they will say no, but if you justify it, they will book.”

‘Be creative – don’t be afraid to try something new’

(Credit: Andy La Gette / Travel Counsellors)

Like Lynch, Travel Counsellor Andy La Gette told TTG increased holiday prices, combined with national economic and international geopolitical uncertainties, have so far dampened the summer lates market.

However, with 2,000 fellow Travel Counsellors facing similar challenges, he has been tapping the vast experience at his disposal via social media and TC’s own networks to find the best breaks for his clients.

This has meant switch-selling enquiries from perennial favourites like Greece’s islands to less touristed destinations like Montenegro or to the likes of Malta and Turkey, which can offer more value.

“Some people will say they don’t particularly like Turkey, but if you present them with a five-star that’s half the price of Greece, then money talks.”

La Gette added he too will throw out a wildcard option to his clients, stressing that by getting a feel at an early stage for how flexible they are on price and departure dates, it’s easier to assess how likely they are to consider a left-field option.

“Customers are just looking for inspiration – be creative, and don’t be afraid to try something new."

‘If they don’t take that holiday now, someone else will’

(Credit: Joe Biggs)

Biggs, who won Home-Based Travel Agent of the Year at the 2024 Travel Industry Awards by TTG, said lates had been very competitive as the big three tour operators ramp up their discounting, with value-led destinations like Turkey and Bulgaria proving particularly popular.

The key message he is driving home to clients, though, is the importance of getting themselves booked now or risk summer lates deals selling out.

“We’re finding holidays at certain prices are disappearing in front of our eyes,” said Biggs, who runs his business with backing from Hays Travel Independence Group member Constant Travel.

“We’re urgently hammering home the fact that if they don’t take that holiday now, someone else will.”

Biggs added he was concerned that with the amount of available stock and the discounting going on this summer, the travel industry was once again getting back into its bad habits.

“In previous years, the market has pushed early bookings, and now we’re switching back to a lates market,” he said.

“The discounts the big three especially are pushing out is just encouraging consumers to wait – and I don’t think it really benefits anybody.”

What are you doing to encourage late sales? Do you have any wisdom for other agents? Let us know in the comments section below.