Agent Diary: ‘Martini’ clients seeking ‘any time, any place, anywhere’ shouldn’t bring dread to agents

By digging deeper and using our powers of persuasion, we find them something they like and earn our crust, says Hays Travel Gateshead branch manager Colin Burns

Happy Easter! Where has this year gone? Peaks seemed to roll on much longer into February and March.

Now we’re preparing for summer lates and all those ‘Martini’ enquiries. You know the ones:  “Any time, any place, anywhere.” They can bring dread and fear to any agent.

You ask: “Do you have a destination in mind?” and they say: “No, we are open to suggestions.” So, you suggest a bargain and a great hotel in Tenerife and they reply: “Oh no, I don’t wanna go there.” So you go down the budget route and they tell you they aren’t really bothered – so you offer a bargain at £500 and they ask: “How much?!”

Powers of persuasion

But these enquiries don’t have to be a pain. The worst ones are customers who’ve trawled through brochures and websites and chosen the exact hotel they want, on an exact date – and it’s not available.

No matter what alternative you find, they say: “Yeah, it looks OK, but not as good as that other one.”

As agents, we must dig deeper and use our powers of persuasion to earn our crust. In many ways, the ‘Martini’ customer can be easier as you are finding what is actually available and matching it to their requirements. I look for their motives and visions rather than the basics of the holiday. What type of holiday – is it partying, cultural, beachy?

Availability is tighter this year, but it is still there, so we have to crack on and fight for our share of this market

Selling a holiday priced higher than they were seeking but that suits them is much easier than just listing prices and availability. Just because they are booking late, it doesn’t have to mean cheap.

Availability is tighter this year, but it is still there, so we have to crack on and fight for our share of this market. Some suppliers are offering summer 2025 programmes already. I get booked as early as possible – Mrs B knows what she wants.

Community spirit

I was fortunate to be the guest of Jet2holidays at the recent Geordie Bash in Newcastle. Organised and hosted by the amazing Darren Phillips, this great event brings agents and suppliers together to network and catch up with friends.

Face-to-face training has also resumed at Hays Travel HQ and we’ve held regional managers’ meetings at venues across the UK.

Online meetings served a vital role during lockdowns but you cannot beat getting together to share ideas and celebrate successes.

My team was delighted to hear Hays shops will close on coronation day (May 6). It is a historic event, so being able to spend it with family and friends is really appreciated.

It was great to hear from Dame Irene Hays that all our shops will have money to spend on supporting local good causes this year

We will also take the opportunity to join with our communities in the build-up. It was great to hear from Dame Irene Hays that all our shops will have money to spend on supporting local good causes this year. This shows our appreciation for our communities’ support and lets our teams give back to those who could do with our help.

Our thinking caps are on as we look for the most inventive ways to raise cash and awareness for great causes.

I hope you enjoy the Easter holidays, eat far too much chocolate – and maybe even drink a couple of Martinis in preparation for the next busy period.

You can’t beat a bit of banter

We love a bit of friendly banter with customers in my shop. Every so often, we get a customer who gives us just as much cheek as we dish out. Recently, I was serving three older gents, booking a Benidorm holiday, when Megan came back to the shop after lunch. One of the men looked at her and said: “’Ere pet, you know what I’d do if I was you? I’d sack me hairdresser.” Most of our laughter was because of the comment but some was due to the open-mouthed look on Megan’s face. All good fun and part of the fantastic relationship we have with our regulars.