Prestige Travel is set to strengthen its agent relationships with a new website and expand its portfolio to include Latin America.
These initiatives are designed to increase agent loyalty and tap into emerging markets, reflecting Prestige Travel’s commitment to growth.
Prestige Travel’s Strategic Vision
Prestige Travel, a recognised entity in the travel industry, is embarking on a strategic initiative to bolster its relationships with travel agents through the launch of a novel agent website. The aim is to enhance agent loyalty and support by better aligning with their needs. This move reflects an understanding of the crucial role that agents play in driving sales, with a remarkable 96% of the company’s sales currently generated through agents.
Enhanced Agent Engagement
To further cultivate agent relationships, Prestige Travel is considering augmenting its on-the-road sales teams based on trade feedback. Darren Hollis, Managing Director, stated, “We want to build that loyal agent base. We want to not just satisfy, but exceed, agents’ expectations to get more loyalty.” This initiative underscores the company’s commitment to its trade partners by actively seeking and addressing their feedback in product development.
Latin American Expansion
As part of its growth strategy, Prestige Travel plans to incorporate new destinations in Latin America, specifically targeting Peru and Costa Rica. Separate brochures for these destinations are expected to be launched by the end of the year, demonstrating a commitment to diversifying its offerings. The expansion is anticipated to cater to changing consumer interests and emerging market trends, capitalising on these regions’ rich cultural and natural attractions.
This strategic inclusion of Latin American destinations is likely to appeal to travellers seeking authentic experiences. By venturing into Peru and Costa Rica, Prestige Travel positions itself to capture a broader audience interested in exploring new cultures.
Prestige’s decision to expand into these regions marks a significant milestone for the company, aligning with global travel trends that favour sustainable and cultural tourism.
The New Agent Website
Scheduled for a September launch, the new trade website aims to provide travel agents with enhanced resources, including detailed destination information and suggested itineraries. While the site will not facilitate direct bookings, agents can expect to access marketing materials and participate in product training.
The website launch is anticipated to streamline operations for travel agents, offering them a one-stop hub for obtaining essential travel information.
Agents will benefit from an array of resources designed to enhance their ability to sell Prestige’s travel products, thereby increasing potential sales and client satisfaction.
Leadership and Vision
Under the leadership of Darren Hollis, who joined the company last year replacing Lee Harrison, Prestige is positioning itself for growth and innovation. Hollis brings a wealth of experience, having previously managed holiday parks, which provides him with unique insights into the demands of hospitality management.
Hollis, initially brought in as a consultant by Embrace Travel Group, emphasises the agent-centric approach, ensuring that Prestige remains committed to supporting its core sales channel.
His proactive approach in engaging with trade partners and seeking continuous improvement reflects a leadership style focused on collaboration and growth.
Commitment to Trade Partners
Prestige Travel’s strategy of maintaining a strong focus on its trade partners is evident in its operational decisions. With no plans to pivot towards direct sales, the company reassures its partners of its dedication to fostering a mutually beneficial relationship.
Hollis clarified, “There is no plan for us to pivot in any direction. It’s an agent business. We don’t do any activity to find direct clients.”
This reassurance is vital in maintaining trust and transparency with trade partners who are integral to Prestige’s business model.
Conclusion and Future Outlook
Prestige Travel is poised for a transformative phase with its strategic initiatives aimed at enhancing agent relationships and expanding its destination offerings. This forward-looking strategy not only seeks to strengthen its current market position but also sets the stage for future growth as a leader in the travel industry.
Prestige Travel’s strategic focus on agents and expansion into Latin America aims to solidify its market leadership.
By aligning with agent needs and exploring new markets, the company positions itself for sustainable growth.
