Ten ways agents should be preparing now to make the most of Peaks

As the days shorten and mince pies begin to appear on supermarket shelves, the collective thoughts of the travel industry turn inexorably to that most important of trading seasons, Peaks. With the obvious caveats of climate, conflict and consumer confidence, the mood is – guardedly – optimistic. After several dreary Januarys of difficulty and disappointment, a good summer of trading, a calming economy, and oodles of capacity is giving agents, tour operators and travel companies good reason to think that 2025 could be just like – or even better than – the good old days of 2019.

How then should a travel agent, eager to maximise efficiency, increase sales, and enhance customer satisfaction as an engine of repeat business in the future, be organising their marketing as the most important time of the year approaches?

Here’s ten ways that you can prepare now to ensure your Peaks packs a punch:

1. Review market trends

• Analyse travel trends for 2025, relating to established and emerging destinations, consumer spending behaviour, travel restrictions that have come in to force because of ongoing conflicts or climate-driven disruption, or trends such wellness or adventure tourism. If any of them correlate with your specialisms or expertise, think about how you’ll highlight that.

2. Update inventory and packages

• Ensure that all travel packages, flights, hotels, and excursions are updated with accurate pricing, availability, and details.

• Curate exclusive packages that cater to trending destinations, special holidays, or unique experiences that might interest early-year travellers.

3. Optimise your website and digital presence

• Use time now to conduct an audit of any online presence you have – is your website interface as user-friendly as possible, with updated booking systems, fast load times, and a mobile-responsive design?

• Highlight special promotions or packages on the homepage and ensure your SEO strategy is aligned with relevant travel keywords for January sales.

4. Promotional email and social media campaigns

• Email remains a powerful marketing tool so consider setting up targeted email campaigns to previous clients, offering exclusive deals or loyalty discounts for early bookings.

• Leverage social media platforms with tailored ads, focusing on New Year promotions or holiday recovery trips and, if your budget allows, collaborate with appropriate Influencers to promote specific destinations, products, or specialities that you have.

• Use early bird discounts or limited-time offers to create a sense of urgency.

5. Train and prepare your team

• Provide refresher staff training on customer service, new destinations, products, and any booking system updates.

• Prepare the team for higher call volumes and online inquiries, ensuring that they can handle peak times efficiently and offer personalised service.

6. Strengthen partnerships with suppliers

• Negotiate special rates or offers with hotels, airlines, and tour operators to provide competitive pricing for January bookings.

• Establish a direct line of communication with key suppliers to handle last-minute changes or special requests smoothly.

7. Review customer preferences and feedback

• Analyse previous customer reviews and feedback to identify common pain points and improve the service accordingly.

• Tailor offerings to customer segments, such as families, couples, solo travellers and make recommendations based on past purchases.

8. Enhance CRM and automation systems

• If you’re using one, update your customer relationship management (CRM) system with the latest client data to streamline communication and follow-up.

• Automate routine tasks like confirmation emails, payment reminders, and follow-up inquiries to free up time for personalised services during peak times.

9. Prepare financially for increased sales

• Review the financials and ensure the business is ready for the high transaction volume, including having enough credit card processing bandwidth.

• Set clear financial goals for January and establish budgets for marketing campaigns and any operational expenses for this period.

10. Develop contingency plans to protect the sales process

• Create contingency plans for any potential disruptions to selling, such as flight cancellations caused by the weather, which will invariably consume resource

• Ensure clear policies for handling cancellations, refunds, and customer complaints to maintain trust and customer satisfaction during the busy period.