Case study: CTG Travel
How UK-based CTG Travel specializing in the Middle East used messaging channels to get even closer to customers during the pandemic.
Amadeus’ technology sees growing travel agency become vital hub for latest guidance around international travel during most challenging days of COVID-19.
Who are we?
Alborz CTG Travel is a UK travel agency based in Brighton; specializing in trips to the Middle East and catering for the all-important visiting friends and relatives (VFR) area of travel. While mainly flight specialists, the agents also provide a number of other services such as visa support, car hire, and hotel bookings.
The personal touch- CTG Travel prides itself on building close relationships with customers and offering a personal touch in everything it does. To them, customers are like old friends, and their agents ensure that at every touchpoint a customer’s full previous travel history is readily available, allowing for responsive and reactive exchanges at the touch of a button, 24/7.
“Working with Amadeus allows us to invest in our customers so that they become return customers for life”
Using accountancy software, CTG Travel keeps data on all its regular customers so that the booking process can be as quick and seamless as possible.
During the pandemic, CTG Travel realized that it was important to put itself in the customers’ shoes. CTG visualized how it would like to be treated if it faced the same uncertainties around flight cancellations. From this, CTG Travel went the extra mile to keep customers informed and was with them every step of the way.
What are the fundamentals?
Headquarters
Industry
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What was the challenge?
At the start of the global pandemic there was a huge amount of uncertainty and confusion due to everchanging regulations and guidance. Customers were unsure how to navigate the various restrictions being imposed on countries and were generally unclear of what steps to take when it came to rescheduling, rebooking or cancelling trips.
As CTG Travel navigated this period, we were making a loss, like so many other travel sellers we were refunding more than we were making. However, we believed the losses could be recouped thanks to our investment in long-standing customer relationships so that customers feel welcomed and appreciated when booking. Additionally, our staff showed great flexibility and adaptability in their working hours with some reducing to three days.
“Even though travel times were very uncertain, the customers know they wouldn’t be hit with over-charged fees.”
One silver lining for us at CTG Travel, as flight specialists for Middle Eastern destinations, many of our long-term customers used the pandemic as an opportunity to join their families overseas as there was no work or school. For example, Iran was a one of the destinations that was easier to get to than most as there were no restrictions.
How did Amadeus support?
CTG Travel could always look to Amadeus for support throughout the uncertainties of the pandemic. The Amadeus team were available 24/7 to answer any questions our agents had. We were able to draw on Amadeus’ vast knowledge and industry expertise to help serve our customers in the most challenging of times. This enabled us to build up a significant amount of trust between our customers and agents, with customers calling with more general industry queries, not necessarily connected to any trip. They felt reassured that they had an expert on hand, especially as things were changing on a day-by-day (sometimes hour-by-hour) basis.
“Even though travel times were very uncertain, the customers know they wouldn’t be hit with over-charged fees.”
In the fast-changing situation, we were able to depend on and access Amadeus’ information quickly and easily. Having all of the information in one place made it simple to see the latest guidance and policies around international travel and update customers accordingly. With many of our staff working from home, we were able to ensure business continuity because the Amadeus Selling Platform Connect was accessible remotely. On top of this, Amadeus Mobile Messenger frequently communicated with us in real-time about developments of the pandemic, helping to manage risk and provide assurance.
We appreciated the ongoing proactive contact from our travel technology partner Amadeus, checking if solutions worked and following up to see if any additional support could be helpful. As such, CTG Travel is interested in growing our relationship by exploring Amadeus’ EAC (Extended Air Choice) which opens the door to more low-cost carrier content. This interest is driven by post-pandemic business growth as demand for this content has soared. We are also looking forward to signing up to theAmadeus+Me rewards club
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1Amadeus+Me is a personal club for travel agencies through which they can earn points to then redeem for gifts from an online store. Bookers can earn, spend and smile every day at work!
What did you reimagine?
As regulations were constantly changing, we created a 24/7 WhatsApp channel to help people with their travel questions – whereby an agent was always available with the relevant answers. This in turn attracted many new online customers and created loyalty among existing customers. Introducing WhatsApp has been a great success for our customers as they can now make enquiries directly from their phone and at their own convenience. WhatsApp is now an important part of the service CTG Travel offers.
Furthermore, during the pandemic, we did not charge our customers any more than the airline fee – it just didn’t feel right to do so – and this was appreciated by customers. Thinking through the needs and requirements of our customers, we were able to respond in ways that put them first, helping to improve traveler confidence. We also kept our service fee fixed, regardless of ticket price.
“Trust is the most important part of our business. Our focus has always been on the customer, and we are committed to building long-term relationships with them.”
The key learning from the pandemic was that prioritizing customer relationships will pay off in the long term. When we were affected by cancellations and business uncertainty, we never lost sight of the customer and always put them first. Travel agencies must fully understand the customers’ profile and needs so that they can support them during challenging times. After the recovery started, we experienced a sudden rush for travel and the experience gathered during the pandemic put us in good stead to cope and act accordingly.
“Don’t be seen as a one-off profit maker. For a period, we were actually refunding more than we were earning, but it was an investment for the future. Gestures we pay for now will be recouped thanks to our long-term relationships.”
CTG’s ongoing support during the pandemic has cemented our relationship with our customers. Even after most travel restrictions have been lifted, travelers now feel more comfortable booking budget airlines through us rather than booking it online themselves.
Results
- CTG Travel created a 24/7 WhatsApp channel to help people with their travel questions – whereby an agent was always available with the relevant answers. This in turn attracted many new online customers and created loyalty among existing customers.
- CTG Travel did not charge its customers any more than the airline fee – it just didn’t feel right to do so, which was appreciated by customers.
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