p12-13 freedom dec12 10/12/08 19:44 Page 12
news conference report
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Freedom Conference 2008
November 29-December 1, 2008 ■ Leeds
The Co-operative Travel’s Freedom Travel Agents’ Consortium held its annual
convention last week. Lucy Huxley reports from Leeds on the society’s plans
In brief
Freedom to set up
■ Agents to send text messages to customers
Freedom members can now send text messages
from a Tarsc file to their customers’ mobile
phones to inform them when tickets needs
franchise division
collecting or a balance is due. Each text costs 8p,
said deputy general manager Alison Holmes. THE FREEDOM Travel Agents’ Consortium is Rowland said: “There actually isn’t much
setting up a franchise division which is expected movement of agents between consortia.
■ Business travel arm tipped for 50% growth to recruit 20 new agents every year. “We believe we’re the preferred consortium
The Co-operative Travels’ business travel arm, The venture, to be called Freedom Indepen- for people within the travel business; now
Co-operative Travel Management, expects to grow dent Choice, will start officially in January, but we want to put the Co-operative brand out to
by 50% in the next three years. The company is four new-to-travel agents are already signed up people making that franchisee decision.
the UK’s 10th-largest travel management firm. and piloting the scheme. “There’s no naffness now about the Co-op;
Alistair Rowland, distribution director, said it and, particularly in the current climate, it’s a
■ Consumer site to feature TripAdvisor reviews was targeting people with no travel experience brand that’s absolutely fit for purpose.”
TripAdvisor reviews will feature on The Co-opera- to work as homeworkers or to open shops. “This He added that he would like the number
tive Travel’s revamped consumer website, to be brings people into the industry at a more sensi- of franchise recruits to match those joining
launched this month. The site will eventually in- ble cost than other franchise schemes,” he said. Freedom from within the industry.
clude more than 20,000 hotel reviews, as well as Freedom will charge franchise agents £9,000 “If we are getting 20 new members a year
Google Maps and a “manage my booking” facility. to set up a homeworking business and £15,000 from within travel, we would now like 20 from
for a shop including all the first year fees. outside every year as well.”
■ Co-op plans £10m promotional campaign
The Co-operative Travel’s January sales campaign
will focus on its ethical, respected and financially
MEMBERSHIP.
sound brand, but will still have an “aggressive
offer”. Distribution director Alistair Rowland said
Group extols its
the society as a whole would be launching a
£10 million campaign to promote the Co-op as
member scheme
“Britain’s most trusted brand”, with the travel
division also running its own TV campaign. THE Co-operative Travel is confident its customer
membership scheme, which offers 2.5% return
■ One in three Apollo agents gain Future roles on everything they spend, will win it crucial
More than a third of the Apollo Travel agents who business during the financial downturn.
lost their jobs when the call centre closed last Distribution director Alistair Rowland said it
month are expected to be moved into Co-op was an extra incentive for consumers to buy with
Travel’s homeworking division Future Travel. the Co-op that other retailers could not offer.
“Having the best price and service is impor-
■ Agents consulted about new Freedom logo tant but this give us an extra edge,” he said.
Freedom members will be asked for their views “If a customer joins the society for £1, at the FUTURE-PROOF: Closing the conference,
on a 2009 advertising campaign and new logo. end of the year they get money back at a better Jane Atkins, head of Freedom, said: “Our
Ruth Evans, head of marketing, revealed possible rate than most other similar schemes. The near- objective was to give our members the
logos that she said reflected Freedom’s values. est comparison is Tesco which offers 2.64%.” opportunity to hear experts share ideas
In particular, Rowland said it was “the greatest on how to future-proof your business. I
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Read the full versions of these stories. proposition for cruise as it allows us to give an believe we delivered on this and had
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even greater level of benefit”. some fun along the way.”
12 12.12.2008
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