Hard hit travel companies can help boost their future prospects by looking at print on demand as a way to build a personalised service with potential customers.
While international travel has virtually ground to a halt because of Covid 19, experts believe that once further restrictions are lifted, the industry will see a huge resurgence.
And a strong marketing programme, keeping holiday destinations front of mind, is a way for operators to reap the benefits when people are able to take to the air again.
Leading print organisation, Precision Proco – part of the Precision Proco Group-, has seen an increased amount of interest in companies wanting to give clients a more bespoke experience – with the added advantage of saving themselves huge amounts of money in producing and handling encyclopedia-sized brochures.
Sam Benbow, a business development manager at Precision Proco – which has sites in London, Nottingham, Sheffield and Sunderland – believes the travel industry can start to engage with customers and so be ahead of the game when they want to book again.
“The days when companies would print 100,000 huge brochures with every destination featured are really long gone,” said Sam.
“Successful travel agents will be those which create a bespoke experience, offering a leaner brochure with only destinations which are relevant to the client included.
“It means that travel companies will not only save money but will also be offering a far more tailored experience to their clients, along with increasing their potential for data capture which hopefully they can convert into customers.”
The industry has already recognised the value of continuing to market to customers, even if there aren’t any immediate prospects for travelling.
A survey carried out by international management company, Oliver Wyman, with people from nine countries including the USA, UK, Canada and China showed that 63 per cent of people said they would travel the same or more for leisure post pandemic.
At the same time research has highlighted that many travellers will no longer be putting off their bucket list trips and that there will be a huge surge in eco-tourism and specialist tours, giving the industry the opportunity so claw back some of the revenue it has lost.
“Being able to produce brochures on demand which are absolutely in line with what customers are looking for is without a doubt the way forward,” said Sam.
“We are already working with major premier operators who have recognised this and how they can use this ability to create a bespoke experience for their clients.
Sam believes that a printed brochure alongside any online campaigns can benefit travel companies.
Research carried out by Royal Mail showed that 83 per cent of people who received a printed brochure will retain it and read it.
“The travel industry is going to need to use every weapon in its armoury to try and make up for the devastation of the last two years,” said Sam.
“And we feel that print on demand will have a huge part to play in that.”