CostSaver goes dynamic

TRAFALGAR’S value CostSaver brand has moved to dynamic pricing for its Europe program as a strategy to help agents lock in bookings at point of enquiry.

It’s a move seen by CostSaver executives as pioneering the holiday package space.

CostSaver’s dynamic pricing is based on a number of elements such as currency and popularity of departure dates, Trafalgar’s global ceo Gavin Tollman said.

Speaking with Travel Daily at the launch of Trafalgar’s 2018 Europe program last night ( pg 4), Tollman said switching CostSaver to live pricing was done in consultation with agent partners.

“As CostSaver doesn’t provide an early payment discount, one of our biggest challenges is how to build urgency for people to book today,” he said.

Tollman said based on agent feedback, the “greatest challenge” was converting a quote to a booking if there wasn’t a deal.

“We are enabling agents to build urgency to close the sale while that person is in the store and not let them go home to hypothetically think about it, when more realistically maybe go to shop somewhere else.”

He said the new Europe pricing structure was no different to how airlines sell seats on planes, with those who book early guaranteed to get the best deal on a tour.

Trafalgar md Australia Matthew Cameron-Smith said the move “gives agent partners the ability to close a sale right then & there. If you don’t deposit now, this price could be gone”.

Questioned if dynamic pricing would evolve to Trafaglar’s core product, Tollman said “let’s wait and see what happens with the ‘Ready to Go’ rates.”

CostSaver’s 2018 program has been rolled out online today.