| Get in front of customers – Millmore

TRAVEL The World (TTW) Managing Director Andrew Millmore is urging the cruise industry to focus on promoting 2022 offers to clients, with the company already seeing strong demand as customers look to when travel resumes.

“Agents need to get on the front foot,” he told Cruise Weekly, with a plethora of offers in the market and generous cancellation conditions meaning customers have “nothing to lose”.

Millmore said while his own business, like everyone else’s, had been hit hard by the COVID-19 pandemic, he had taken a conscious decision to focus on next year rather than obsessing over the minutiae of day-to-day border changes.

“That way anything we get for 2021 is a bonus – and we already know 2022 will be massive.”

Millmore said while lobbying efforts to seek government support remain very important, in the end what will save the industry is increased consumer confidence.

He suggested travel agents collectively send a message to clients that future travel will return and they are the best place to book given the new world we are living in.

“There are billions and billions of dollars in savings in the economy – if agents don’t get in front of their clients with some of the great offers out there, the customers will spend their money with someone else,” he said.

Millmore cited the recent addition of Riviera Travel River Cruises to the Travel The World portfolio as a prime example of a great opportunity for the industry.

Riviera, which is now being promoted by TTW’s BDM team across the country, is aggressively trying to dispel negative perceptions and attract new business through its “holiday happiness guarantee” (CW 12 Feb) which as well as offering fee-free changes up to 45 days before departure also promises full refunds and facilitation of return flights if customers are unhappy by the second day of their cruise.

“Agents need to increase communication giving their clients reasons to book with them, reassuring customers of their expertise and experience.

“If we can help provide support or tools, please contact your TTW sales manager who would welcome the chance to assist.”

Millmore said more than ever, travel will require the assistance of expert advisors, and the industry should be touting its readiness to assist, keeping messaging to government separated from consumers in order to maintain confidence in existing distribution channels.

He suggested “Navigate 2022 with your travel agent expert” or “Love your travel agent” as new industry taglines, rather than ongoing pleas to consumers to “save the travel industry”.

“In this new world in which we now live, more than ever consumers will get a benefit from booking with an expert,” he added, urging travel advisors to have confidence in their own abilities and make the time to engage with customers to secure bookings.