In recent years, travel agents have often been seen as under threat; whether from the increase in online booking, the growth of the direct channel, or now, the Covid-19 pandemic. But, Riviera Travel has such confidence in the future of the sector that they have invested in new leadership and a growing trade team.
At the start of 2020, Stuart Milan was persuaded to join Riviera Travel as Channel Director, with the aim of accelerating growth in trade sales. Stuart says:
"I believe that travel agents are the great survivors of our industry - because they know their clients, they can give a personal service, and they are so enthusiastic about our wonderful industry. For those that emerge next year their services will be in huge demand as people look for trusted advice and guidance when selecting their much-needed break.
A belief that trust will be a core component of future holiday decisions underpins Riviera?s confidence in the travel trade. We have plans to grow the volume of bookers through our travel agent partners and envisage trade sales rising to a third of our overall sales over the medium term."
Stuart went on:
"These are not just ambitious words. We are investing in our team. Whilst times have been tough, and some in our industry have cut back on their trade teams, we have grown our agency sales team. This means the Riviera team can now spend more time with travel agents.
We want Riviera's multi-award-winning reputation with customers to be matched with a five-star rating from travel agents so you know that when you recommend a Riviera cruise or tour, you'll be confident in our ability to deliver exceptional service and holiday experiences for your clients.?
Riviera are a travel partner whom agents can confidently recommend and a business partner who has fair terms and offers great pre and post-sale support. They strive for continuous improvement and have spent lockdown listening to what agents want and need from them. One of their new initiatives is helping agents reach customers through digital channels, and their sales team have recently presented on a number of consumer-facing webinars, arranged in conjunction with agency partners ? which has received fantastic feedback from customers and agents alike.
Going forward, they are planning a comprehensive programme of incentives and fam trip opportunities, to reward the agents who have continued to show their support through this challenging period. Riviera believes that agents need proper recognition for their service, and so they are also at the early stages of examining the potential for a Riviera agent award scheme next year.
This focus is already paying dividends. Sales through travel agents are on the rise, and engagement levels of agents with Riviera has increased dramatically.
