Travel Reference
In-Depth Information
The World
cho
ice 'brand' is recognised nationally as a reputable and trustworthy organisation. Many of the
consortium's members choose to promote and use the brand on their shop front and in-store. Working with
the National Passport Offi ce, Worldchoice members can offer their customers a unique service dealing with
passport applicati
o
ns. The service provides an additional revenue stream for members and a convenient and
valuable service for clients.
The consortium estimates th
a
t a typical travel agency with an annual turnover of £1 million could make
savings of more than £40,000
by
joining, in the following areas:
•
Bank charges
£35
0
•
Foreign exchange service
£10,000
•
ABTA Bond ART
£75
0
•
Membership services
£600
•
Marketing material
£1,750
•
Training
£500
•
Marketing support
£3,000
•
Legal advice
£1,500
•
Commercial terms
£20,000
•
Shop branding (optional)
£1,250
Sales and marketing activities
Worldchoice offers its members a broad range of sales a
nd
marketing activities and support services to help
communication with customers. These include:
•
Posters - specifi c seasonal poster campaigns are sent to members every month;
•
Late availability window cards;
•
Over-branded brochures - Worldchoice branded brochures to provide consistency of message;
•
Shop branding;
•
Escape
magazine - distributed twice per year to every member's cli
e
nt database;
Bespoke marketing campaigns - to take advantage of specifi c mar
ke
t conditions, e.g. war, terrorism,
•
disease, weather, natural disasters, exchange rates, etc.
Public relations - regular PR campaigns to keep the Worldchoice brand
i
n the public domain.
•
Case Study Questions
1.
What services and benefi ts does Worldchoice offer to travel agency member
s
?
2.
How does it help with marketing support?
3.
In what ways is Worldchoice different to other travel agency consortia, such as t
h
e Global Travel
Group or Advantage Travel Centres?
Weblink
Check out this website to help answer
these questions and for more information
on the Worldchoice travel agents'
consortium.
www.worldchoice.co.uk
4.
What impacts will the growth in the use
of the internet have on the Worldchoice
consortium?
This case study is designed to provide
evidence for P1.
