How will you ever know what your business could be if you don’t try something new? For Bench Africa experimentation is an important part of their operations and their success.
That’s what Bench Africa told us shortly after seeing all their hard work, and business bravery pay off when they were named ‘Best Specialty Wholesaler’ at the 2018 National Travel Industry Awards (NTIAs).
CONGRATULATIONS ???
Haven’t seen the full list of winners yet? Click here.
Cameron Neill, Bench Africa’s Trade Relations Manager, said the company had undergone many positive changes over the past few years that have ultimately benefited trade partners and clients.
One of the biggest adjustments, according to Neill, was the introduction of new positions and extra staff. This gave the business an opportunity to experiment with new product and technology, which in turn gave the brand a significant edge over its competitors.
Read on for more of what he had to say:
What does being recognised by the industry in this way mean to you?
CONGRATULATIONS to…
BENCH AFRICA @BenchAfrica
for winning…
BEST SPECIALTY WHOLESALER #KARRYONTRAVEL #ntia2018 pic.twitter.com/eXfRRuB4TA
— KARRYON (@karryontravel) July 21, 2018
It’s a great honour and very fitting considering we are entering our 50th year of operation. For a long time Africa was considered a fringe destination but we knew that it was an amazing place to experience. It was also where our passion lay and so diverse that we didn’t need anywhere else. Because of that, we resisted the urge to diversify into other continents and instead remain a true specialist and it is quite lovely to be recognised as such.
What are some little or big touches you and the team make to ensure you leave a positive impression on Agents/clients?
We have the thinking that the small things matter. We can’t always compete with the huge brands and the incentives that they can offer, giving away millions of dollars or flying a thousand people around the world.
What we can do is offer a helpful hand and the support the agents need when they are working on an African trip for their clients. Little things like custom made documentation wallets and interactive training and a personal client consultation service don’t mean a lot independently but they add up together to make a big difference overall.
What are some changes the brand has made over the last year that would have contributed to your success this year?
It’s been a big year. In fact, it’s been a big few years. We have been so busy the past few years that we felt that it was actually restricting our growth as we have been pulled in all directions.
Creating some new positions like the Trade Relations Manager role and restructuring how we do things have made us more efficient, giving us room to breathe and the ability to take on new opportunities. Just this week we have our first African reservations expert starting remotely in WA.
We have been consistent that we should try new things to see if they work, provided they provide benefits to clients and agents. That’s how we ended up with a VR training program before the large brands had one.
What would you recommend to other brands hoping to win in future years?
I feel that all the finalists in the Best Specialty Wholesaler category are all experts in their field, and for this reason, the category results are always extremely close.
Ultimately, it doesn’t matter about the size of your organisation, we’re proof of that. What it does require is passion and to continually find new ways to support the trade.
How important is your organisation to the industry?
More important than ever. In an age where everyone does everything you risk travel becoming a bit homogenised and fitting travellers into certain moulds.
With a specialist, you have the experience and the options to fulfil the dream the client is after, not just send them on a cookie cutter trip. This hopefully gives others the chance to revel in their niche and create a satisfied client base.
It’s essential to have a company that stands behind their destination as much as their brand, almost becoming an ambassador rather than a middleman.
What do you love about the industry?
It’s dynamic and interesting. You never know what is around the corner and although that terrifies some people it also gives you the chance to try new things out. We’d much rather drive a race car than sit on a bus.
What do you think the future holds for the travel industry?
It’s going to continue the trend of personalised travel. Gone are the days of mass tourism where huge coaches do the rounds. As the internet and social media have evolved everyone can see what everyone else is doing and has realised that they want something a little unique in their travel. They want travel that matches what they have dreamt of and luckily for us, most people dream of Africa!
What’s your advice for people thinking of joining the industry?
Go for it. As someone once said, “In this industry you may never be a millionaire but you’ll get treated like one” and that’s almost just as good. For us, we try to do the same with our staff and it’s hard to be unhappy with your job when you are sitting on a luxury safari in Africa.
READ: Congratulations to all the NTIA winners – find out who they are!
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