Grandstand Motor Sports is revving up to gain more sales via travel agents this year, with an increase in training, marketing support and shop visits.
The operator specialises in holidays to see motor sport events around the world, offering packages and tailor-made itineraries.
Director Debbie Wolfe-Kinch said the company had always worked with agents but decided to increase investment as it had seen significant growth from trade sales.
“We recognise the value in working with agents and want to assist them in selling motor sport travel to their customers,” she said.
“We want to be seen as the first port of call for any motor sport travel enquiry, but we recognise that due to the niche nature, we won’t necessarily achieve this without putting investment into educating agents about our products.”
Last year Grandstand hosted webinars and sent staff to talk to agents in stores and at events.
Seven agents are to go on its first fam trip, to see the Formula 1 winter testing in Barcelona in February, in partnership with Circuit de Barcelona. Wolfe-Kinch said it would offer the agents a “great insight into our product”.
Grandstand is offering 5% commission for standard packages and 10% commission for tailor-made.
This year, it plans to host webinars, podcasts, face-to-face sessions, more store visits and a trade portal on its website with downloadable marketing material.
“One of our main goals will be to identify and support agents who want to sell our product and who are passionate about selling it,” said Wolfe-Kinch.
Established in 2005, the operator’s 12-strong team arranges trips, race tickets and hospitality packages from its office in Groby, Leicestershire. Passenger numbers rose 8% in 2018 to 3,500.