On April 28th in Frankfurt am Main, the Globus Awards were presented to travel agencies with clever marketing campaigns and creative videos. There was also a special prize in the “Social Commitment/Sustainability” category. In this series, we feature one of the top finishers every day, today the Runner-up in the “Best Travel Agency Action” category. The prize went to Schöner Reisen in Kaarst.
How do you get out of your own shock in times of a pandemic? do you overcome fainting? can you create something productive, something nice for the customers, when you are denied the actual work? Like most tourism professionals, the team of our runner-up in the category “Best Travel Agency Action” was literally paralyzed at the beginning of the Corona crisis. But then you sat down and pondered, thought about your own work and asked questions: What talents do we have outside of traveling and selling travel? What should a newsletter look like that exudes confidence and gives customers hope? Are newsletters enough at this time? Or shouldn’t it be better to stay in contact with customers in a creative and personal way? An idea slowly germinated: One of the team’s travel planners has a gastronomic education! And we all love good food! The solution was suddenly there: “We send our customers on a culinary journey around the world!”
The first attempt was already a success
The first attempt started shortly thereafter: the team invited some customers to go on a trip to Vietnam with their travel agent and their taste buds. The cooking was done in the office kitchen, the food was packaged in an environmentally friendly way and handed out to customers directly at the door of the travel agency. In this first round, 38 portions of food were sold. “It was a success that made us and our customers want more,” reports travel agency owner Claudia Op’t Eynde.
From now on there were typical dishes from another country every Wednesday under the name “Reisehunger”. Appetizer, main course, dessert, sometimes with a typical drink. “The feedback was overwhelming and showed us that we had struck a chord with this campaign,” says the travel agency owner’s son, Robin Op’t Eynde. In times of exit restrictions and working from home, the demand for a tasty and affordable alternative to pizza, kebabs and ready meals was enormous. And even cooking myself annoyed many people at some point. The campaign brought new guests to the travel agency based in Kaarst near Düsseldorf from week to week.
Culinary trips to Italy, France, Israel, Peru and South Korea
From a culinary point of view, it went to Italy and France, Israel, Peru and South Korea. The whole thing was flanked by a weekly newsletter with detailed information on the respective country and the menu of the week. The number of customers quickly rose to 100, and soon 150 portions were in demand.
What was particularly good: over time, demand from customers who had never booked a holiday with Schöner Reisen before also increased. “Suddenly we had an excellent opportunity to meet new faces and to leave a lasting positive impression,” remembers junior boss Robin Op’t Eynde. At the same time, more than 50 loving newsletters full of humor, emotions and information on the subject of food and travel were created. To top it all off, for the 2020 Christmas season, the office released a cookbook featuring the team’s favorite travel-hungry dishes. In June 2021, the travel agency then returned to its actual business and said goodbye to the “Travel Hunger” project with a special edition of the newsletter.
Customers stayed in close contact with Schöner Reisen
What remained is the wanderlust of the customers and the close contact with their travel agency. “We really couldn’t have done anything better during this time to stay in constant contact with customers,” says Robin Op’t Eynde. And in view of the new start, it has also been shown that new customers have actually been won. Of course, they could also have become aware of the travel agency Schöner Reisen through another idea: In the meantime, the Kaarst agency opened a “shop in shop” with a local delicatessen. Not only did it fit perfectly with the “Hungry for Travel” project, but also with regard to the topic of travel: If you talk to hoteliers these days, the topic of culinary delights is becoming increasingly important. And delicatessen retailers are the perfect partners to whet the appetite of customers.
An overview of all winners of the Globus Awards can be found on the homepage of.
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