Julie Franklin, Head of Agency Sales at Inghams, highlighted a missed opportunity for agents in promoting their walking holidays. The shift from a broad market perspective to a specialist offering opens new avenues.
With the new focus on ‘Inghams Walking’, there is an emphasis on targeting homeworkers who prefer specialised, unique holiday experiences. This strategy aims to align with their expertise in non-mainstream holiday packages.
Agents’ Potential with Walking Holidays
The opportunity for agents to promote Inghams’ walking holidays is significant. Julie Franklin pointed out that many agents are overlooking the potential of these offerings. The walking holidays align perfectly with the preferences of homeworkers, who excel in promoting niche, specialist products. Franklin believes these agents could tap into a market that isn’t readily available on the high street.
Strategic Targeting for Growth
Julie Franklin has recognized a strategic shift in how Inghams is positioning its product. By rebranding its Lakes & Mountains programme to ‘Inghams Walking’, the company aims to differentiate itself from mainstream offerings. This repositioning is meant to better align with the unique sales strengths of homeworkers.
Christie Green emphasized the demographic change among customers, suggesting that younger clients are increasingly interested in walking holidays. This shift presents a viable ‘switch-sell’ opportunity from traditional ski products to summer walking holidays.
Enhancing Agent Education and Support
Inghams is proactively providing educational resources to its agents.
Franklin noted that the company is organising focus groups, coffee mornings, and ‘walks and talks’ to educate agents about their walking holiday products.
Efforts to educate the trade are ongoing. There is a strong emphasis on helping agents understand that Inghams Walking holidays offer a base-camp style experience, as opposed to point-to-point trekking.
Leveraging Social Media and Promotional Tools
Franklin expressed that the company is enhancing its social media strategies by providing ready-made posts for agents to share. These resources aim to increase the visibility of Inghams’ walking holidays.
The revamped walking guide provides extensive information about the holiday options, notable destinations, and target customer groups. This guide is essential for agents looking to better sell and promote these unique travel experiences.
Family-Friendly Options and New Initiatives
Inghams has introduced attractive family offers as part of their walking package, such as children flying free for specific periods next year. Franklin stated that these offers have been well-received by families, particularly due to more favourable climates and affordable pricing.
She mentioned that the call for families to explore these new travel options has been robust, underscoring the company’s initiative to make travel accessible not just to solos and groups but to entire families. Inghams is committed to making its walking holidays family-friendly.
Expanding Collaboration with Agents
Franklin highlighted that Inghams is planning a series of roadshows to further engage with agents. These events will occur nationwide and include collaborations with their sister brand, Explore. The aim is to build effective partnerships with both homeworkers and high street agents.
The upcoming roadshows are a part of Inghams’ broader effort to connect with a wide range of agents. Homeworking business owners and retail agents alike are encouraged to participate and discover the full breadth of Inghams’ offerings.
Focus on Ski and Adventure Travel
Inghams is also producing a new ski guide to aid high street agents in better selling their ski holidays. This is part of their endeavours to increase collaboration with agents and expand their market reach.
Inghams is committed to broadening its reach through enhanced education and strategic partnerships with agents.
By focusing on unique selling propositions like walking holidays, Inghams aims to strengthen its market presence. The initiatives highlight the importance of agent collaboration in achieving these goals.
