Aito2013: Agents urged to be more like Marmite

Aito2013: Agents urged to be more like Marmite

Travel companies should be bolder, less bland and adopt a “Marmite” approach, according to the chief executive of mail order clothing firm Boden.

In a filmed interview with Kirker Holidays sales and marketing director Ted Wake, screened at this year’s Aito Agents Conference, Boden chief executive Johnnie Boden said: “Most travel companies are bland.

“I think they could be much braver and adopt a more “Marmite” approach – a lot of them seem to try to be all things to all people. And if you are more amusing and honest you will be surprised at the results.”

In other filmed interviews, Gerhard Jenne, founder of cake shop Konditor & Cook, urged travel businesses to be prepared to educate their customers, tell them why they use certain suppliers and use different marketing tactics while Berry Brothers and Rudd master of wine Alun Griffiths told Wake that companies should establish exactly what customers want.

Wake encouraged Aito agents to use some of the tips suggested, which included using quirky marketing ideas. He added: “Sometimes we underplay holidays when we sell them. We need to tell people how good it will feel on holiday.”

He added: “Employ brilliant staff who are passionate. Look for customers who will appreciate what you offer. Don’t undersell holidays. Good agents are worth their weight in gold. Be confident, inspirational, and passionate, and do it in style.”


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