FOR SMARTER, BETTER, FAIRER TRAVEL INTERVIEW MEET THE FEATURES TEAM New Virgin Atlantic boss Shai Weiss BUSINESS ADVICE Tune in to the power of Facebook Live ON OUR RADAR China: Hunan province TRAVEL TRADE GAZETTE 15.04.2019 | ttgmedia.com Abra Dunsby Charlotte FLACH Andrew Doherty Acting features editor Acting deputy Senior features reporter [email protected] features editor [email protected] +44 (0)20 3714 4112 [email protected] +44 (0)20 3405 6526 @AbraDunsbyTTG +44 (0)20 3714 4113 @Andrew_TTG @Charlotte_Flach DIVE ON IN Immerse yourself in the new-style TTG with a focus on expedition cruising in Antarctica BUSINESS ADVICE This section of case studies and expert advice gives business-building ideas and guidance to agent readers. Most leads for this section come from supplier sales teams tipping us off about interesting agents they have come across and interesting ways in which they are working with agents. This section covers the following topics: Marketing Sustainability and responsible practices BUSINESS ADVICE BUSINESS ADVICE REDUCING WASTE PODCASTS Angles include advice Advice on how to operate As a certified B Corporation – a business that episode includes an expert, influencer or content meets the highest standards of verified social and CUTTING BACK creator, some of whom have travelled with Contiki, PITCH environmental performance, public transparency and specialists such as an LGBT+ activist. and legal accountability to balance profit and ON OFFICE PERFECT purpose – Turner says Intrepid will continue Norman explains the brand wanted to showcase on improving in-store WASTE more responsibly. Case- a range of voices. “We wanted to provide a platform its efforts to operate sustainably, including Podcasting tips from for storytelling and the sharing of experiences, as participating in Zero Waste Week again this year. Zero Waste Week Sian Webster, marketing opposed to everything being told by Contiki.” “Last year’s activities made everyone more aware of co-founder Rachelle manager at The Global The podcast is promoted through paid media, how easily they could reduce waste,” explains Turner, Strauss offers her tips Travel Group: with social posts and media adverts, and is who adds that the week encouraged the operator to included on influencers’ channels, as well as make permanent changes to how they work. Stop unnecessary printing: Know your audience: Think Contiki’s website, social channels and email. The “We’ve made canvas tote bags available for We’ve all printed off emails to about who your customers are and first series attracted listeners from 42 counties, and staff to use when shopping. We also switched to read later, despite knowing it’s what they would find useful, and has more than 2,000 subscribers. marketing, advertising, getting our milk delivered in glass bottles that a waste of paper. You can encourage study led. Will sometimes TOP: Business travel agency dream up some fun and engaging For advice on using a podcast to pitch your Clarity records an episode can be washed, sterilised and reused. We now TOP: staff not to print by adding the ideas. Use past experiences for Intrepid’s team held a business as a destination expert, look to the for its Absolute Clarity series source our fruit from Oddbox, which supplies session where they swapped subject heading “only print inspiration and, most importantly, clothes and other items Marrakech Riad portfolio of hotels. The group ABOVE: Operator Contiki imperfect fruit that would otherwise go to landfill. if essential”. If printing always ensure it adds value to your introduced a podcast in May, and owner Mike Wood has a destination-focused In London alone, we throw away nearly one million ABOVE: A Zero Waste lunch, can’t be avoided, simply approach to its Out of potential customer’s travel plans. where Intrepid staff shared explains: “We have lots of tips and resources on our tonnes of food a year, and just over half of that is change the setting to draft Office podcasts If you specialise in a particular home-cooked meals website but, as podcast fans ourselves, wanted to perfectly good.” mode. That way the printer area, stick with that, show off your launch our own to help address guests’ FAQs. This will use less ink. knowledge and be confident. way travellers can be researching and absorbing all the INSPIRATION FROM THE TOP digital marketing and client cover what other suppliers information they need prior to their holiday, whether Also tackling waste reduction head-on is Avoid single-use plastic: Use Be organised: Whether it’s weekly that’s on their daily commute or on the go.” Midcounties Co-operative, which has implemented reusable bottles and cups for or monthly, planning in a regular The first two episodes are full of practical advice sustainability initiatives across all its branches. water and coffee. Some cafe podcast is the first port of call, so MAKING A CLEAN BREAK focusing on what clients can expect from their first “We provide recycling facilities within each shop chains even offer discounts off listeners know it’s coming and you HEAR ALL ABOUT IT! 24 hours in Marrakech, and what to pack. and support centre, give local schools out-of-date your next purchase if you return can build an audience. Remember For agents interested in following a similar point-of-sale materials and brochures, stopped used containers. to mention your agency and how To mark Zero Waste Week, Andrew Doherty speaks with travel businesses format, Wood advises: “Think of the podcast as a producing any plastic branded items and replaced you can be contacted at the end tool to communicate your local knowledge and your plastic water cups with glass,” explains head of Reduce the number of bins: of each show. Create a unique reducing rubbish, from providing canvas bags to cutting single-use plastics ability to match guests to the right holiday in the events. We also profile retail branches Natalie Turner. Take away individual bins from are doing in the responsible hashtag to further grow your right accommodation.” Midcounties Co-op’s efforts to reduce waste under the desk. It changes people’s With podcasts becoming increasingly popular with consumers, Charlotte potential reach. don’t just stop there – the business supports mindsets when they don’t have a Cullinan looks at the agents and travel companies tapping into the trend A LOW-COST PLATFORM his week is Zero Waste Week, In September 2008, Zero Waste Week in its Brixton headquarters last year. charity partners by donating unwanted clothing, convenient way of getting rid Have tenacity: Be persistent If the thought of creating additional content is marking the perfect time was born when Strauss decided to “Our goal was to raise awareness of household items and helping to manufacture “eco- of rubbish. Challenge staff and don’t get disheartened if you overwhelming, take inspiration from Camino Ways. for organisations to assess see if she could go for a week without the waste we produce and look at how bricks” made out of plastic bottles filled with waste. to see if they can do it – it get poor listening figures at first – hile podcast charts are no other UK business travel podcasts have known Clarity, as well as The Camino de Santiago specialist launched a the steps they have taken to generating any waste. “I announced it to we can reduce it with minimal effort,” Turner explains that whenever a branch is brings an element of fun. these things take time to build. normally topped by about at the time, so we saw a niche.” strengthened existing relationships.” podcast five years ago and the majority of the 486 Tbecome more environmentally friendly. my readers and encouraged them to join says head of trade sales Andrew Turner. refurbished, eco-friendly measures are put in comedy, sport and true Each episode features industry experts, episodes are audio versions of the company’s Zero Waste Week is the brainchild of in. They loved it and wanted me to keep “Throughout the week, we shared place. “We install sensor lights that switch off Download the Zero Waste heads of marketing and Rachelle Strauss, who was moved to doing it. Last year the Zero Waste Week hints and tips on how to reduce waste automatically, and where we have light switches, Week guide: We offer a business/sustainable crime, it may not be long suppliers and “anyone we think has an SHOWCASE EXPERTISE informative blog posts, each about three minutes Wbefore we start to see travel firms climb interesting story to tell,” Kington adds. Agents seeking more tips and inspiration long. Marketing manager Maria Golpe explains: create it after witnessing the destructive hashtag reached 56 million impressions on our intranet, using the hashtag we have stickers to remind people to turn them downloadable guide (from up the rankings, with a growing number Themes have included wellbeing, can listen to the growing range of “We’re creating fresh content at least twice a week power of climate change first hand. across 80 countries.” #BrixtonPledge. Activities included off. We’ve also replaced paper hand towels in our £39 at zerowasteweek.co.uk) of agencies and travel companies artificial intelligence and big brands. podcasts produced by suppliers. In for our website, so this is a way of distributing it in “I was on holiday in Boscastle during Since then Strauss has been helping providing staff with a reusable straw, central support offices with hand dryers.” that contains ideas, campaign creating their own. “The reason it works so well is largely April, operator Contiki launched Out of a different format and making it more accessible.” the floods in 2004 when the bridge into organisations, householders and hosting a zero waste “pot-luck” lunch And it seems Midcounties Co-op will take updates, images and tips to Research undertaken this spring by down to Kyle’s skill as a host and Office, which has covered everything She stresses that technology and costs needn’t be the town was blocked by debris and community groups waste less by – where people all brought in home- its sustainability efforts well into the future, help plan your social media UK radio and audio measurement company producer,” she continues.