Riviera Travel has announced that its trade bookings have increased by 35% year-on-year.
This includes an uptick of 51% for river cruises, and 66% for dedicated solo departures across both its cruise and escorted touring product.
The company said that the trade has also “prompted a sharp rise in ‘Signature Tour’ demand on long-haul escorted tours.”
Signature tours – which offer up to three enhanced experiences on existing itineraries – have seen a 38% growth in trade revenue year-on-year.
As such, a further four itineraries will be added to next year’s programme – Imperial Cities of Morocco, Jordan & Petra; South Africa; The Best of Japan; and Southern India’s Coastal Route – bringing the worldwide total on offer up to 20.
Overall, the trade team has increased its bookings share of Riviera’s business by 10% since 2019.
The operator has made a concerted effort to enhance its engagement with agents since the start of the year. This includes:
Bolstering its trade team resource. Seven key account managers are now in place, with four additions recruited this year. Two newly created roles – national sales manager, retail & OTAs; and national sales manager, homeworkers – have also been introduced, the latter ensuring these agents have a more responsive and tailored relationship with the brand. A dedicated trade reservations team is additionally now in place.
Expanding the trade marketing team by three to five.
Running a bi-annual trade engagement committee, with a cross-section of agents from across the industry. The committee is in place to gather feedback, act on suggestions and help explain Riviera’s plans and updates.
Hosting 10 fam trips, across both river cruise and escorted touring product, to a record 100 agents.
The launch of a new e-learning platform – ‘Riviera Explorer’ – which aims to help agents improve their brand knowledge and represents the operator’s most significant investment to date in digital trade support. The platform already has over 1000 users, half of whom are new-to-brand.
Introducing an internal trade app, which allows key account managers to track their agent visits and outcomes. To date it has reduced the time spent on administration tasks by around 50%.
Enhancing relationships with both The Travel Network Group and Advantage Travel Partnership, to help secure further partnerships with more independent agents.
Vicky Billing, Riviera Travel Head of Trade and Partnerships UK & Ireland, said: “We are over the moon with the support we have had from our amazing trade partners this year.
“My team and I are so grateful for every single booking and want to sincerely thank all our partners.
“We constantly listen to agent feedback and shape our approach in terms of being easy to do business with and offering the best possible support.
“It’s vital for us to partner with everyone we can, including retail, online and homeworkers, whether they be in a store, working remotely or in a contact centre.
“It’s been particularly satisfying to see travel agents who have never sold Riviera Travel making bookings on a regular basis.
“We have fantastic momentum with our established partners, and are now starting to see new partnerships begin to flourish too.
“The upcoming peak period promises to be our most exciting yet, with more opportunities on offer to the trade than ever before.”
For more information, visit rivieratravel.co.uk or call 01283 523431.
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