APT celebrated a double win at this year’s National Travel Industry Awards (NTIAs) with the tour and river cruise company taking home trophies for being the Best River Cruise Operator AND the Best Domestic Tour Operator.
We spoke with APT’s Head of Sales Australasia, Susan Haberle and she was quick to tell us just how important travel agents are to the success of their company.
She also noted that APT’s Live Fully rebrand had been a great success for them, giving the company a “younger fresher feel”. You can see our full interview with Susan below.
Haven’t seen the full list of winners yet from the weekend? Click here.
What does being recognised by the industry in this way mean to you?
Receiving the Best River Cruise Operator award for the 5th consecutive year and Best Domestic Tour Operator for the 8th time is an astounding compliment. In a time when there are so many operators vying for a similar target market in the tourism space, to be recognised by the industry is humbling. APT has always placed great importance on our relationship with our travel agent partners.
What are some little or big touches you and the team make to ensure you leave a positive impression on agents/clients?
We see our travel agent partners as an extension of the APT Travel Group (ATG) and as such engage in annual business planning with our VIP agent partners which include sales and marketing initiatives and joint consumer activity. This planning ensures we are working together to drive business for both our agent partners and ATG. And of course we always like to stand out, especially at retail conferences – we do love a costume!
What are some changes the brand has made over the last year that would have contributed to your success this year?
The evolution of the APT brand in late 2018 with the Live Fully campaign looked through a customer lens and provided an exciting fresh, new, younger feel. This rebrand has been highly successful for both APT and our trade partners as it focuses on engaging the up and coming baby boomer.
What would you recommend to other brands hoping to win in future years?
The best advice would be to put your customer first at all times. By customer, we refer to our travel agent partners and travelling guests alike. They are the key to your success. Listen to them, get to know their business needs and deliver what you promise. While this may sound simple but it can be trickier than you think!
How important is your organisation to the industry?
APT has been a constant in the industry for over 92 years. We continue to adapt and innovate everything we do to ensure we continue to be leaders in the touring and cruising sectors. Travel agents and guests trust our brand and integrity.
What do you love about the industry?
It is a privilege to be part of an industry that can make such a positive impact on creating life-enriching experiences for our guests. Working with passionate, focussed and like-minded industry professionals makes our industry so unique and enjoyable.
What do you think the future holds for the travel industry?
Given travel is at the top of Australian’s discretionary spend, the future is bright. The challenge is for us all in the industry to remain relevant and flexible to ensure we meet the needs of our current and future traveller. We need to be agile, adaptable and available for the ever-changing client.
What’s your advice for people thinking of joining the industry?
The key ingredient to being a success in the industry is to have a passion for travel and customer service excellence. Our industry is renowned for having a high work ethic but we also need to remember to celebrate the milestones and successes along the way. Jump on board, it’s a great ride!
