Apple Vacations launched its “Ask An Agent” campaign, encouraging consumers to seek the advice of a professional travel agent before making their vacation investment. With a tagline of “Right Advice. Best Price.”, Apple Vacations plans to saturate consumer media with the message that it pays to seek the advice of a professional travel agent.
“For 40 years, Apple Vacations has been committed to the success of travel agents”, said Tim Mullen, senior vice president of Apple Vacations. “The value of a professional travel agent is immeasurable, especially in today’s environment, where consumers can get overwhelmed by the sheer number of travel offers available online and through traditional sources. By reiterating this message and putting substantial marketing dollars behind it, we believe we can drive more consumers to travel agents and make a real impact.”
In YPartnership’s co-sponsored travelhorizons survey from February 2009, 87 percent of travelers polled said that they are likely to book a packaged vacation this year, as opposed to booking each component separately, in order to save money. This is a real opportunity for travel agents to secure new business from consumers who have booked FIT in the past, and earn the higher commissions that are paid by tour operators on packages.
Apple’s “Ask an Agent” message will be included in Apple’s print, broadcast, online, and other advertising beginning in May, in conjunction with the tour operator’s annual Travel Agent Appreciation Month. Various tools and promotional items including free postcards will be available to travel agents to help co-promote this message.