Where is my Holiday Brochure?!
By Darren Cronian on Thursday, October 5th, 2006

Today I received an email from a holidaymaker, who had just returned from a visit to an independent high street travel agency, and was outraged that she couldn’t take away a traditional brochure for safari holidays in Kenya. The only thing available was on CD to load up to her PC.

Give me back my Holiday Brochure!

Lisa says “I don’t have a PC, and I refuse to pay for the Internet. I know that I won’t be the only person to have a computer and the Internet, and yet, they say that there not printing brochures because of the cost involved. I have not booked a holiday with them and they have lost my custom – so how much have they lost there?”

It is only in the past 12 months that I have seen travel operators and agents move towards technology, and have seen the Internet in a new light – rather than being a tool to destroy them, they are seeing how it can actually benefit their business.

It is over the top though to suggest that everyone has access to the Internet or a PC – the fact that the number of Internet users has increased considerably since the introduction of broadband shouldn’t mean that you stop offering the brochure in the traditional way.

I know that there are a few travel agents who read this blog, so what are your plans for the future – ditch traditional brochures or use them in conjunction with the Internet and technology? Personally, if I was a travel agent, I’d be using the Internet and technology to enhance my business, not take it over.


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2 responses to “Where is my Holiday Brochure?!”

Clare | 9 October, 2006 at 2:03 pm

I’m surprised no one has commented on this. I have had the same experience, luckily though I do have the internet, but what is the point of going to a travel agent for a brochure and personal touch when they shift you away with a CD.

Sandy | 15 December, 2006 at 11:54 pm

Interestingly, I have today been talking to a representative of one of the major villa magazines.

They recently moved away from the high street because sales were falling drastically. They now use a different approach by putting their publication in areas like private gyms, and upmarket doctors and dentists’ waiting rooms. The publication is now free for people to take away.

My own observation is that this has resulted in less enquiries, but we will wait to see whether it works longer term.

To my mind even though most people are using the Internet there is still a place for both high street travel agents and brochures. Surely the travel agents previously referred to should offer a choice of material to their customers. The brochures should point the way to the Internet option and vice-versa.

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