Insights from an experienced Travel Representative

In this article, we introduce you to Jonathan Wilkins, who is from and based in the United Kingdom.  Jonathan has more than 25 years of experience in the travel and tourism sector, especially within the contracting & product departments of large tour operators, as well as sales and marketing representation. 10 years ago, he took the plunge and created his own travel representation company called Select Representation, primarily focusing on sales and marketing within the UK, Ireland, Belgium, Netherlands, and the Nordic markets. 

Despite the harsh effects of the covid pandemic, Select Representation has continued to evolve and grow. Clearly, this shows that a trustworthy and reputable company can succeed during tough times.

In fact, it would be true to say that Jonathan has been one of our mentors in the travel representation world. He has always been supportive, and approachable, and has recommended us to potential new partners…some of whom are now our clients. He is a very proactive and energetic person, who is always looking for new ways to improve his challenges. For example, Jonathan is one of the founders of GTRA (Global Travel Representation Alliance) that Wetouring is proudly an integral member of.

Jonathan understands the business in the very same way as Wetouring, providing much more than representation.  Like us, he continually strives to develop his target markets in long-term relationships by providing regular support, product knowledge, market intelligence, brand awareness and most importantly increase financial return for the clients.

Jonathan Wilkins, an expert in Travel Representation

¿Can you tell us a bit more about Select Representation? ¿How it started and what are your main goals?

Select Representation was launched in February 2012.  After 20 + years of recommending other sales & marketing companies, I decided it was time to try it out for myself!  Using my extensive travel knowledge, industry connections and strong working ethos I felt the time was right to work for myself.  My original goal was to earn the same money and have a better work/life balance. However, I soon realised I could make a good success of this by doing what I already did.  Be honest, work hard and get results.

¿How is business going on after the pandemic? ¿What did you do to survive!?

Business has gradually returned since early 2021.  I would say the key to our success was having a variety of destinations to sell.  The Maldives boomed in 2021 and 2022 due to simple/easy entry rules.  Asia has only really opened in recent times.  The downside is that we had to reduce our workforce.  The upside is that we had more time to focus on social media, websites, and some of the things that we previously had no time to study in detail.  In the early days of the pandemic, I took a second job decorating a rundown 10-bedroom house, starting at 6 am to 9 am and then returning from 6 pm to 9 pm.  In between these 2 shifts I continued to do my day job.

¿Is there anything that you have learned-improved in your business thanks to the pandemic?

Yes, we improved our website content, Social media activity and developed a new digital newsletter.  It was very important to keep in touch with our database.  Making sure people knew that we were still alive and kicking.  I am proud to say our database grew during the pandemic, despite the many changes in the industry.

We would like to know about your idea on what should be/have/offer a Travel representation company.

It’s simple. We want our travel partners to regard us as an extension of their own sales and marketing team, and for us to work closely together to further develop and maintain successful relationships.

¿Why do you think a travel representation for DMC can be beneficial?

100% yes.  Using a rep company is far more cost-effective than employing someone in location.  

¿Which advice will you tell a DMC or Hotel who are looking for the right travel representation company?

There are many factors to consider here.  I would summarise the main ones:

1. Location. You need a travel representation company to be located close to the action.  Being in the correct geographical location will have many benefits. This will save time (travel) and money (expenses). 
2. Experience. The company you choose should have experienced personnel onboard.  Some of the bigger rep companies will allocate a cheaper / less experienced account manager that may change every 12 – 18 months. 
3. The cheapest option. Just because the price offered by a rep company is low doesn’t mean you will get the best results. 
4. The most expensive option. Likewise, the most expensive rep company does not guarantee success. 
5. Foot in the door. It’s vital that your rep company is well-connected and already has ways and means of communicating with potential and existing clients.
6. Get advice. It makes good sense to ask other people in the industry if they know the rep company.  Word of mouth goes a long way!

Read more about the most important things on how to choose a Travel Representation company.

Let’s talk a bit more about yourself…

¿What do you like more about your job?

I love to travel. I love football. If I can combine the 2 together…..then even better.  I am very fortunate to have travelled the world extensively.  The last time I counted it was over 80 countries.  I love to meet people and learn about different cultures.  Seeing things first-hand gives you so much and many stories to tell.  When I retire I may write a book!

¿What are your favourite countries, the top 5?

I don’t really have a top 5.  Every country has its pros and cons.  Off the top of my head (if forced to say).  1) Myanmar. It’s a photographer’s dream. 2) Thailand.  Such variety …with beach, mountains, jungle, and lovely people.  3) The Maldives.  Stunning islands that all look simply amazing.  4) Sri Lanka.  Great for wildlife, lovely people, and stunning scenery.  5) Oman. Beautiful desert, amazing history, and a truly relaxing vibe.

¿What are the best travel experiences that you had in Asia?

Too many to mention.  Some examples include…..1) Safari in Sri Lanka.  2) Diving in the Maldives.  3) Ballooning in Bagan, Myanmar. 4) Backpacking in Thailand, Malaysia, Singapore & Indonesia.

¿What is the main reason for you to travel? ¿What do you like the most when you travel?

Travel makes you rich.  I love meeting people and experiencing new/different things. 

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Are you looking for trust-worthy Hotels & DMC representation in UK & Nordic markets? Contact Jonathan Wilkins