Business partner, Travellers World, Brynmawr, Gwent
Wales agency Travellers World last year became one of 100 Bourne Leisure Super Experts. Since January, the agency’s sales of Bourne’s UK resorts have risen 55%.
Here, business partner Lyndsey Hale explains how her agency is enjoying its new status
Q: What do you enjoy about being a Bourne Leisure Super Expert?
A: We’ve just been told we made the biggest revenue year-on-year increase of all the Bourne Leisure Super Experts up to September 30. Bourne has awarded us £500 in Love2shop vouchers, and champagne and chocolates, on top of what it normally gives us. There are so many operators moving away from the trade, so it’s fabulous to be involved with one giving so much support. Its reps visit regularly and there is always something new to get involved in. Being a Bourne Leisure Super Expert, you get to know about everything first, and there are additional fam trips. We are given targets and are well rewarded for hitting them: this year we have earned £1,100 worth of vouchers from Bourne.
Q: Why do you think you were picked?
A: Our sales were growing well. My business partner Tyrion Kivell-Davies and I got the opportunity to buy the branch from the owner in 2011 and since then we have gone from strength to strength. Our biggest-selling Bourne product is Butlins. We have massive demand for Butlins in Minehead, not just from families but also for adult-only breaks. We have a lovely mix of clients, with lots of families, couples and good groups business. Once a group has booked with us, it tends to remain loyal. We also do a fair amount of bookings for Haven resorts in Wales, but not so much Warner, of which we are looking to sell more.
Q: You and your business partner bought the business in 2011 with a government business grant. What’s the best decision you’ve made since then?
A: We moved the business to new premises in a central location with more people going past. Before, we were not in the best location in the town. We were apprehensive about moving, but it was one of the best things we have done.
Q: What is your agency’s most successful way of advertising holidays?
A: We do a lot on our Facebook page and we get a lot of interest as a result. But we are also quite old-fashioned, so we use our own posters in the shop window to advertise deals. We find a lot of the deals ourselves and change the windows weekly. We have got about 60 offers in the window at any one time. We also give customers something as an incentive to come back and book with us, such as £20 off if they are spending £1,000.
Q: Do you predict an increase in UK breaks as a result of the recent terrorist attacks overseas?
A: I think it could certainly change next year because people might be afraid of flying. More families might stay in the UK and not mind a three to four-hour drive to go on holiday, especially as resorts such as Butlins offer everything under one roof, and there are so many activities to choose from – most of which are free.
Lyndsey’s CV
2011 to date: business partner, Travellers World, Brynmawr
1998-2011: trainee consultant, branch manager and finally area manager for Travellers World’s three branches
Lyndsey’s tips
1. Know your products:Keep up to date and be aware of what sells best
2. Build relationships: Recall your own holiday experiences and share them with clients to increase trust
3. Provide incentives: A discount goes a long way; reward customers for their loyalty