Godley Read Consultancy: HOTEL MARKETING & REPRESENTATION IN THE UK

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A unique Airline Consolidation Unit selling Club and First Class airfares to the travel trade

The challenge

This corporate travel agency (TMC) had decided to create a trade-to-trade division for the first time, concentrating purely on Club and First Class Airfares.  Their problem was simple: they needed their new product to be marketed across the UK to corporate and leisure travel agencies who would have a genuine need for the service, but in a marketplace that was already awash with airfares suppliers…

The solution

As a result of numerous face to face meetings, we successfully persuaded our travel industry colleagues that our client’s product was different from others in the marketplace and that for this reason they should try it.  Once achieved, we were able to maintain awareness and build on these relationships to ensure ongoing profitability.

The outcome

Their turnover for 2005 showed an increase of 85.2% over 2004, and the turnover for 2006 showed an increase of 80.4% over 2005. Needless to say, these figures generated huge profits and they continue to do so.