Although Contiki continues to focus on growing its online marketing presence, its distribution strategy remains very much focused on the trade, according to managing director Katrina Barry.
The youth operator has long been a believer in the power of social media platforms such as Facebook which research has shown have a major impact on fuelling travel trends.
But while it ploughs marketing dollar into the consumer-facing platforms, its sales strategy centres on the trade.
“Aussies love travel agents, and we love our travel agents – they make it easy for us,” Barry told Travel Today.
“We’re not seeing any change in that. Trade is our number one and always will be.”
Rather than looking to grow direct sales opportunities, the company’s emphasis is on being a “fabulous tour operator” while supporting agents to grow their Contiki sales, Barry continued.
“Customers really want to understand before they go to their travel agent, so they will look online, she said.
“That’s why our travel agents are experts in Contiki and we help them to be so – they are our main focus in terms of helping us sell our product.”
Customers desire to interact outside of the trip itself, both in the planning phase and after the holiday is over, means Contiki will continue to invest in social and also in “cute videos” which help to being the travel experience to life outside of the more traditional brochures.
Nonetheless, sales and distribution strategies are set for a shake-up under Barry, formerly of Virgin, who has been in the top role since the beginning of the year.
“With a strong background in strategy, I’m definitely thinking a lot about our distribution strategies in the future,” she said.
“We’re going to be changing a little bit the way we do sales, and bringing some best practice to that.”
