Why agents should think carefully before they share the marketing spotlight

By all accounts, this all-important Peaks period has been a positive one, with many ‘record days’ being reported. It’s exciting to see the confidence return to brands which have had to clip their wings in recent years - something most clearly demonstrated by the return to TV advertising that has been evident. But with the return to that most high profile of media comes a question: where should those brands investing so heavily in being seen during the ad break of Gogglebox be driving their potential customers?

Despite the confidence that advertising on TV implies a brand has in itself, those which operate in the travel sector still face significant challenges as they balance the ongoing effects of pandemic recovery and economic instability at home, and geo-political conflict and climate change abroad, with the need to secure bookings as cost efficiently as possible. So in their endframe call to action (CTA), do they drive viewers or listeners direct to their owned channels – be that online or a call centre – or to agency partners? Or both? And what are the varying advantages to the different CTAs?

A booking taken via a direct channel usually represents a lower cost of distribution and sale to the brand and gives it with a wealth data which it can use for subsequent retargeting. Sounds good, right? But according to Abta’s 2023 Travel Trends report, consumers are now nearly 40% more likely to book with an agent than they were before the pandemic, and there is plenty of evidence that the sector is thriving – particularly for customers wanting to book the kind of complex itineraries which online travel still can’t do reliably. Agent bookings have also been proven to be able to command a higher average booking value via upsell and good service, and to be a catalyst for repeat bookings, compared to those made with their upstart digital cousin. 

So why do so many supplier brands favour a single direct CTA in their marketing materials, bypassing a potentially lucrative – and long lasting – agency partner?

In strict ‘marketing 101’ terms, a single CTA is best. According to a 2021 study by MediaKix, consumers can be bombarded with up to 10,000 marketing messages each day - so one clear CTA is best for consumer comprehension.

But there are advantages to a dual CTA too. From a supplier brand perspective, they can increase reach and engagement by catering to different customer preferences. They can also driver higher conversion rates, capturing customers at any stage of their decision-making process. And they can increase diversification and resilience, by providing customers with options if one supplier or agency faces challenges.

For travel agents, inclusion in a dual CTA can provide access to new customers; partnering with supplier travel brands provides exposure to a wider audience who might not otherwise consider travel agents. It can also mean agencies can leverage the supplier brand’s reputation and deals to attract clients themselves.  

And what of the customer? Dual CTAs provides them with the freedom to choose the booking method that best suits their needs and preferences, and potentially unlocks better deals or packages not available through direct booking. For complex trips or destinations, travellers can seek personalised advice and assistance from agents that they might not be able to get directly from the supplier.

There’s no ‘one size’ solution to the CTA question. Before requesting – or agreeing to – inclusion, agents should consider the risks. Despite the temptation to put your brand in front of the millions tuning in for The Masked Singer, a high-profile CTA could easily find you drowning in low-margin enquiries which will rapidly outweigh the benefits of inclusion. It’s by no means the best option for all agents. 

Finally, if travel brands are increasingly favouring a direct CTA in their marketing, is it time for an advertising campaign that sells the benefits of booking with a travel agent? Hays Travel has fulfilled that role to an extent this year, but (rightly so, since they have picked up the bill) the creative and CTA of its advert very much about ‘brand Hays’. Perhaps it’s time the trade came together and found a way to turn the spotlight on itself.

This column originally appeared in TTG as part of an ongoing partnership with Llama to provide its readers with actionable and insightful marketing guidance.