100 days since it debuted to the trade, we heard from the operator's very own Debbie O'Neill and Abbey Renshaw on the joys of working with the trade and the importance of the agents they've brought on board.
Jules Verne, the cultural escorted tour operator, officially debuted to the trade on January 5th, 2023, marking April 14th, 2023, as its 100-day anniversary of working with agents.
Travel Bulletin heard exclusively from Jules Verne's general manager, Debbie O'Neill, and business development and communications manager, Abbey Renshaw, in celebration of the trade milestone, the past 100 days, and what's in store for the future.
On the choice to launch to the trade for the first time in Jules Verne's 45-year history, Debbie explained: "I stepped into this role a year ago and I knew I wanted change in the business, and I was really clear on a number of things: one being that I wanted us to make our product available to the trade.
"I knew that we had a superstar in Abbey and there was no shadow of a doubt in my mind that this was absolutely the right move for the business and that 2023 was the year to launch, seeing as it’s a significant time in our history as we’re celebrating 45 years of exploring the world."
Debbie, a former travel agent herself, set the wheels in motion as soon as she could, with Abbey elaborating: "It's really her ideas that have driven this, and the choice just made so much sense. We have a fantastic product, why are we marketing it solely to direct consumers? We were missing out on that big part of the market and the consumers that will only book through a travel agent, especially post-Covid.
"I think we were a very well-kept secret, and 100 days ago, we said, 'Well, let's let the secret out!'"
Neither Debbie nor Abbey could understate the importance of the face-to-face connection with the agents, with Debbie especially emphasising: "Connection is so important, and we’ve really enjoyed having that connection with our travel agent partners since we launched in January. Genuinely, that’s been the best bit!
"What we’ve also seen though is that through meeting with agents (either virtually or in person), the bookings start coming in fairly quickly and we know that we need to keep nurturing those relationships. Never will we become complacent in thinking that our job is done once those initial contacts have been made."
Trade bookings already comprise 16% of Jules Verne's business this year, with the average booking value 66% higher than direct bookings.
On those already-impressive numbers, Abbey explained: "A lot of agents have been seeing a lot of add-ons being booked. The tours are so easy to upsell. I've been looking at all the bookings on the market and seeing that this agent has added an extension, that agent has added business class flights, and they've upgraded the hotel. The flip side of that is a direct consumer who's seen the tour in a brochure. Agents are adding so much value onto a customer's holiday."
Abbey's role has seen her driving up and down the country, Jules Verne tote bag in hand, including at Travel Bulletin's Escorted Tours showcase last month, meeting as many agents as she can to spread the message and build those all-important connections.
"I went from having one account, Kuoni, to everybody. It's been amazing. We're still in a phase where, even at that event (Travel Bulletin's Escorted Tours showcase), agents will say 'We've heard of Jules Verne... but what do you do?' It's so good to have those conversations and get them off to a great start with us."
Introducing the brand to a whole new market is no mean feat, with Abbey continuing: "Everyone's really surprised by the group sizes. I say to people: 'I'm from Jules Verne, we do small group tours, aren't we amazing!' and then someone will bring up group sizes, I explain that it's an average of 10 to 16 guests per tour, with some of our tours running with a maximum of six. Agents are really shocked by that! People think I'm lying - that is the group size, and we're looking to reduce it even more.
"Guests want small groups, and they travel with us because they know they'll get that. Some destinations are better served in slightly bigger groups, but others, like Safaris with six people aboard a jeep: that's perfect to head off and explore Tanzania and the Massai!"
With the first 100 days off to an impressive start, Debbie explained what awaits in the 100 days ahead and beyond: "We’re really excited to be having a spring sale which will be running for the rest of April. We’re working on new product which will launch this year and we’ll be organising some FAM trips to help our agents discover the magic of Jules Verne along with some competitions too. There is also more to come on our 45th birthday celebrations…!"
Abbey added: "There's a lot in the pipeline... it's crazy that it's only been 100 days, it feels so much longer! The best way for agents to get involved moving forward is to have us come visit you! I visited an agent a couple of weeks ago and she asked me to do their 10 year anniversary opening celebration... we'll do whatever you want us to do!
"What does your agency need from us? We'll make it happen."
