Travel Reference
In-Depth Information
Principals
• Tour operators
• Airlines
• Hotels
• Ferry operators
Travel Agents
Business Travellers
Clients
Leisure Travellers
Fig 9.1 - The position of travel agents
Independent agents, who may not be able to justify
the high rent and rates of town centre locations,
are often found away from the main thoroughfares.
Given the particular nature of the products many
independent agents sell, their clients are usually more
than willing to travel a little further for their specialist
advice. Agents located on the outskirts of towns or in
city suburbs may have the advantage of easier parking
when compared with high street agencies, a factor of
particular importance if older or disabled clients are
important customers. Many independent agents join
consortia such as Advantage Travel or Worldchoice
(see case study on page 298) in order to have their
views heard, benefi t from supplier discounts and make
useful business contacts.
Weblink
Check out this website for more
information on Bath Travel.
www.bathtravel.co.uk
Multiples
This group of agents operate 'chains' of retail outlets
under a single brand name and are some of the most
familiar companies in the UK travel and tourism sector,
for example Thomas Cook, TUI/Thomson and Going
Places. They rely on having large numbers of clients
and advertise widely in newspapers, magazines, on the
internet and on television. Because of their size and
buying power, multiple agencies can negotiate the
best deals with principals and benefi t from the highest
commission rates. Thomas Cook, with 800+ outlets
(including Going Places), is the largest multiple travel
agency chain in the UK, followed by TUI/Thomson with
650 branches (including First Choice). These 'big two'
are part of much larger 'integrated' holiday groups
(see page 303), which can afford the more expensive
high street locations for their branches, giving them a
number of advantages over independent agents, such
as:
FOCUS ON INDUSTRY
BATH TRAVEL
Founded in 1924, Bath Travel is an independent
company with a network of 55 travel agencies along
the south coast of England. With its head offi ce in
Bournemouth, the company sells a variety of holiday
and travel products from a wide range of operators.
Bath Travel also has its own tour operating business,
Palmair, fl ying out of Bournemouth Airport to
destinations as diverse as Montenegro, Tunisia and
Tenerife. The company also makes bookings on
behalf of clients with the low-cost airlines, including
Ryanair, easyJet and fl ybe, on a fee basis.
•
Increased visibility;
•
Greater opportunities for passing trade;
•
A successful brand image;
•
Access to business from workers in town.
