Senior figures from Travel Counsellors management team revealed their views on the core ingredients to working in travel in the 21st Century and being successful in today’s climate at World Travel Market.

Managing director Steve Byrne and sales director Malcolm Hingley hosted a seminar session which focused on what the company is calling the ‘Big 4’ - the four key ingredients to surviving and flourishing in today’s industry, keeping ahead of competition and embracing new technology and media platforms.

These are relationships, trust, technology and using social media to engage with your customers. Hingley said: “Relationships will only work if you can build trust but people will only trust if you have the technology which enables you to engage with others. However to connect with your audience, you must use innovative technology to engage with them in a number of different ways, including online presence such as social media platforms. However it’s key that the value of genuine personal relationships should never be underestimated to build brand loyalty and new media should facilitate how we communicate rather than replace it.”

Byrne said: “Travel is an emotional experience which starts at the dream of going and also at the time of booking. Reports show that the most common reason that customers leave a company is because of perceived indifference (68%), in other words the agent failed to relate to the customer. In order to thrive in today’s industry we must connect with our customers and build invaluable relationships that will result in loyalty and trust."

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