Tui is seizing a substantial chance to boost third-party agent knowledge as Holiday Villages celebrate their 20th anniversary.
- The company aims to better equip agents through tailored training sessions, both online and in-person.
- Holiday Villages specialise in all-inclusive family resorts with diverse activities and personalised services.
- Increased knowledge will empower agents to effectively market Holiday Villages’ unique offerings.
- Continuous innovation and training underline Tui’s commitment to exceptional customer experiences.
Tui is embracing a strategic opportunity to enrich independent agents’ understanding of its Holiday Villages, marking the 20th anniversary of these renowned resorts. Following last year’s revised approach to working with third-party agents, the brand has introduced enhanced commercial agreements aimed at fostering more proactive collaborations.
The Holiday Villages offer an all-inclusive experience, particularly appealing to families with children of various ages. Each resort boasts entertainment, kids’ clubs, high ropes courses, and professionally run academies for swimming and football, among other activities. Currently, there are seven villages in Europe and one in Egypt.
Since their inception in 2004 under the First Choice brand to cater to the growing demand for family package holidays, these resorts have hosted over three million visitors. They reported 104,000 children attending their kids’ clubs last year alone.
Natalie Johnson, the Product and Proposition Manager, asserted that additional training for Tui’s Holiday Villages would significantly increase agents’ confidence in promoting these destinations. This training, expected to be delivered through various channels such as webinars and face-to-face meetings, will emphasize family-friendly features and on-site activities, ensuring that agents are well-informed of the product’s key selling points.
Johnson expressed optimism about the future, highlighting the mix of personalised service and meaningful experiences that distinguish Holiday Villages from their competitors. She stated, ‘While others may offer similar amenities, we pride ourselves on going the extra mile to ensure that every aspect of our guests’ stay exceeds their expectations.’
The demographic analysis reveals that in the summer of 2023, patrons aged 30 to 49 accounted for 74% of Holiday Village bookings, with new customers maintaining a 44% share of sales annually. The preferred stay duration spans seven to ten nights.
To commemorate the 20th anniversary, weekly celebrations have been held at resorts throughout the summer season. The brand, initially launched in the Costa del Sol in May 2004, has expanded to multiple locations including Turkey, Greece, the Balearics, Dominican Republic, and Mexico. The current eight locations focus on short-haul destinations such as Turkey, Kos, Rhodes, Ibiza, and more.
Tui’s strategic focus on agent training and product differentiation is set to reinforce Holiday Villages’ position as a leading choice for family holidays.
