A new Broadway Travel website due to go live next week will aim to increase online bookings but isn’t a sign the firm has ambitions to become an OTA.
The new site has been designed alongside a full rebrand and delegates at the group’s annual overseas conference in Rhodes were given a sneak peak.
Broadway operates a number of brands including holidays2go and Travel Interaction as well as the main Broadway brand which are fed calls via its websites and online chat.
Two of its other brands, Directline Holidays and Qwerty, have been closed down but the traffic from those brands will be redirected to Broadway.
Tim Buckman, chief marketing officer for Broadway, said the current website performance is ‘hopeless’ in terms of conversions and the intention is to move the needle online.
Broadway generates around 3.2 million web visits a year but only around 1% are converted into a call or chat.
“The new website is not just about online bookings it’s about calls and chats and online sales,” said Buckman.
“Our intention is to move online conversion up and I’m pretty confident we will achieve that with the new website.”
Broadway managing director Adam Pardini said: “We are going to build on the successful model we already have.
“We are not aiming to become an OTA. Would we like more online bookings, yes we would, but actually we will still have a prominent phone number [on the site] and online chat.
“The consumer experience is very important for us. The consumer will be able to do more online. Those that wish to call will be able to call, they will interact with us.”
Pardini said Broadway was 12 months in to implementing a strategic plan for the business based around putting the consumer as the focus.
“We are not quite there yet, we still have a long way to go,” he said. “However, I’m very pleased with the progress. We are getting more repeat clients.”
Broadway said it will develop key relationships with hotel and media partners to differentiate itself and will look to expand its product range.
It will grow its cruise business having started dynamic packaging cruise just over a year ago and has integrated Amadues with its Top Dog technology for flights.