Leading InteleTravel agents give tips on handling price-matching requests

Leading InteleTravel agents have shared their tips for handling requests for discounting and price-matching.

During a panel discussion at the agency’s 2024 conference in Sorrento, the agents highlighted the added value brought by booking through a specialist.

“I don’t always assume that a client wants me to price-match,” said Laura Childs. “They’ve come to me for the service.”

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Caroline Dillon said the first step she would take when faced with a price-matching request would be to ask for a copy of a live quote, rather than a screenshot.

Once she has confirmed the price is genuine, she would try different suppliers and perhaps look at alternative airlines and different hotels.

“There may even be a better hotel I can get for a better price,” she said.

If she is still struggling to match the price, she would offer the client additional elements such as excursions to lift the quality of the trip.

“They’re getting the same holiday, but they’re getting the extras with the excursions – and by doing those excursions, I’m getting commission on that,” she said.

“It’s about selling that I’m a one-stop shop. I can do everything for them – I can check them in and do their boarding passes. That’s all really key.

“I just want to make sure I’m selling my service and letting them know I can do all the research for them. I’m not just going to get them a price, I’m going to give them advice as well.”

Childs emphasised the value brought by agents who can offer personal knowledge of certain sectors, such as cruising.

When faced with a price-matching request, she will sometimes offer airport parking or lounge access to enhance the package presented to the client and help “seal the deal”.

But she added: “I’m certainly not in a position to try to drop the price by £100 to match something someone’s already been given.”

Alison Green said her first step would be to make sure that the client asking for a price-match has received a quote from an Abta-member company. If not, she will avoid any attempt to price-match.

If she is satisfied that the rival offer has been presented by an Abta member, she will ask the client whether the price includes luggage or private transfers.

“It needs to be like for like,” she said, adding: “If it’s like for like, I’d go back to my suppliers and see if there’s any way we could price match or I’d maybe look at doing it separately.

“If we can’t price-match, that’s OK – we’re not always going to be able to price-match. My top tip would be don’t be disheartened – we’re not always going to be able to beat those online companies.”

Sinead Rochford advised agents to make sure they are personalising their service.

“Put your own stamp on it,” she said, adding: “People do buy from people and we can only do our best as agents.”