Baileys Travel in Leighton Buzzard has become so upmarket after refurbishing as a Kuoni partner store, even boss Chris Bailey jokes he needs to change into smarter clothes every time he visits the branch.
The store has been relocated 150 yards to a more prominent position – opposite the entrance to upmarket supermarket Waitrose – with a Kuoni brochure wall and new furniture installed and staff attired in Kuoni uniforms.
“I have to wear a jacket and tie since we put the Kuoni wall in, it’s really posh!” laughs Chris. “On one wall we have Swedish-designed wallpaper, there’s new walnut furniture from Denmark, bespoke Kuoni desks, a sideboard, coffee table and new computers.
“The outcome is fabulous; the girls are all in Kuoni uniforms and the Kuoni wall is right next to the window and we are giving them a dedicated window display area.”
When Chris found out a shop unit in a prime location in the town was being vacated, he decided the opportunity to move his agency there and tie it in with a bespoke partnership with long-haul operator Kuoni was too good to miss.
“As soon as I knew I’d got the unit I called Kuoni and said ‘let’s do it’. Within five minutes of sitting down we’d agreed it and I am very positive about it,” he says.
Although the Kuoni name is not on the shop fascia, which remains Baileys Travel, the move has already had an impact, attracting a clientele looking for more-upmarket, higher-value holidays, according to Chris.
“We are opposite Waitrose where people are willingly paying more for their groceries. They have already made the decision price is not everything and they like an environment where there is choice and quality, and that’s what we are about.
“The business has developed in the way we want it to go: fewer bookings but higher in value. We are continuing to do lots of Kuoni bookings; it’s one of those situations that is mutually beneficial.”
Kuoni staff even joined the shop for a launch event, which doubled up as a 25th anniversary party – it is 25 years since Chris opened his first shop in Wellingborough, Northamptonshire.
Chris expanded to four branches in 1999 but has since consolidated the business to focus on improving efficiencies and the higher end of the market and now has two branches, in Wellingborough and Leighton Buzzard, which opened in 1999.
Chris adds: “We are sending a gift to our top 25 customers to say thank you for being part of our success.”