Tui to give third-party agents extra training on Holiday Villages

Tui UK has cited a ‘significant opportunity’ to improve independent agents’ knowledge of its Holiday Villages as they mark 20 years in business.

It follows a change in Tui’s approach to third-party agents last year with new, improved commercial agreements in a bid to work more proactively with third party agents.

The Holiday Villages are all-inclusive family resorts. As well as entertainment and kids club from babies to 15 year olds, each resort has its own high ropes course and include professionally run academies such as swimming and football.

There are currently seven in Europe and one in Egypt.

Since the four-star, all-inclusive concept was launched in 2004 under the First Choice brand to meet demand for more family package holiday product, more than three million customers have visited and last year 104,000 children attended kids clubs at the resorts.

Product and proposition manager Natalie Johnson said extra training on what Tui’s Holiday Villages offer the family market would help third-party agents to become more confident in selling the resorts.

Increased training could be through a variety of online or face-to-face methods, she said.

She said: “In terms of our third party agents, there’s a significant opportunity to enhance their knowledge of Holiday Villages through dedicated training sessions, webinars, and even in-person events where agents can familiarize themselves with the product’s key selling points.

“This is something our trade team’s dedicated training manager has been doing and is looking to expand on in the future.

“Emphasising family-friendly features, on-site activities, entertainment options, and all-inclusive packages as part of the training helps to educate third-party agents, so they will be confident in actively promoting Holiday Villages to their clients.”

Johnson said she was “optimistic” about the future of Holiday Villages as the brand celebrates its 20th anniversary and cited the mix of personalised service, diverse activities, ‘welcoming, all-inclusive environment’ and a focus on “real, meaningful experiences” for creating a family product that is not “just another holiday spot”.

“What really distinguishes us from our competitors is our attention to the details that matter most to our guests,” she said, adding: “While others may offer similar amenities, we pride ourselves on going the extra mile to ensure that every aspect of our guests’ stay exceeds their expectations.

“Whether it’s our carefully curated entertainment, the variety of activities for all ages, or our dedicated staff who treat every guest like family, we believe it’s these touches that make Holiday Villages a standout choice.”

In summer 2023, 74% of Holiday Village bookings came from 30 to 49 year olds, with clients in their 40s showing a preference for the brand over similar family concept hotels. The share of sales from new customers is fairly consistent year on year at 44%. The most popular duration is seven to 10 nights.

The company said 42% of customers who visited in 2022 have rebooked with Tui since returning  from their trip – a figure that is in line with its other family concepts – while 15% rebooked the same concept, a percentage that is higher than similar family brands.

To mark the 20th anniversary milestone Holiday Villages have held weekly celebrations in resort throughout the summer season.

The brand started as part of First Choice, with the first Holiday Village opening in the Costa del Sol in May 2004.

The brand was quickly rolled out to other short-haul and long-haul locations including Turkey, Greece, the Balearics, Dominican Republic and Mexico. By 2009, there were nine resorts in operation but the number has varied over the years.

Fast forward to 2024, and there are now eight villages, all in short-haul locations. They are in Turkey; Kos; Rhodes; Ibiza; Costa Del Sol; Red Sea; Majorca and Paphos.

The villages were designed specifically with the family market in mind and to meet demand from that market with space, surroundings and an “unrivalled choice of activities and facilities” key to its proposition.

Each has a team of entertainers and staff running on-site activities and childcare. As well as day and evening entertainment, the villages offer all-inclusive dining in buffet restaurants, snack bars and themed or A la Carte restaurants.

Holiday Villages timeline:

Samantha Taylor-Bell case study:

Former team leader Samantha Taylor-Bell recalled her time working for Holiday Village as some of the best times in her career.

She said: “First Choice Holiday Villages changed my life forever! I joined the Holiday Village team in Turkey as a team leader after eight seasons with First Choice and it was the best decision of my life.

The feeling of a Holiday Village from the guests, to the hotel staff and the team around you, make it truly special and like nowhere else I had ever worked.

“We had so much fun throughout the season and not only did I make friends for life but I met my wonderful wife.

“We have now been married for almost 10 years and have two amazing children together. Without ever working in a Holiday Village our lives wouldn’t be what it is today. I would highly recommend it to anyone.”

Pictured: Holiday Village Costa del Sol, the first holiday village, which opened in 2004 on a self-catering and all-inclusive basis