Peter Goord Travel has become a dual-branded Kuoni agency as it switches focus from bucket-and-spade holidays to upmarket travel.
The one-shop Plymouth agency has doubled in size as a result of a refurbishment after selling its insurance business, Peter Goord Insurance.
It officially relaunches on July 1 under the Peter Goord Travel and Kuoni brands. The first dual-branded Kuoni shop, World Market Travel in Bath, opened earlier this year.
Peter Goord Travel owner Anthony Goord said the agency could no longer compete with online discounting in the mainstream market, controlled by Tui Travel and Thomas Cook.
“We have to look at different markets and we realise high-end travel is where the market is,” he said.
The agency will promote itself as Kuoni’s south-west specialist and hopes its 50-space car park will be a draw for clients. Following the refit it has desks for the first time instead of a counter and a central plasma screen.
Although the agency is not known for luxury, Kuoni distribution and operations vice-president Derek Jones is confident it will meet expectations.
Dual-branded shops are tasked with selling £1 million worth of Kuoni products in their first three years.
“This is the first time anyone has seriously tried this concept on the high street so we do need to feel our way,” Jones admitted.
Kuoni aims to have five dual-branded agencies and is currently recruiting for two more of its own Kuoni shops in Kingston and Guildford, Surrey.