Exclusive products ‘really important’ for Barrhead sales success

Barrhead Travel has hailed the development of its own exclusive products and charters as a key factor in the agency’s bumper sales.

 

Nicki Tempest-Mitchell, managing director, told delegates at the group’s annual conference in Dubronik that it is on track for another record year – and she also anticipates a record peak selling season in January.

 

“We’ve had incredibly strong trading; all of the sectors of our business are actually trading up – touring, adventure, cruise and beach,” she told a Travel Weekly webcast.

 

“It is a real positive message to deliver to our people.

 

“Next year, 2026, we want to make that the fourth record breaking sales performance.”

She said having unique product to sell, such as groups and charters, is “really important”.

 

“Our customers are looking for value for money. We chartered an APT river cruise for 2026 – it’s only been on sale for a couple of months and we’re nearly 50% sold,” she said.

 

“When we give our people something a little bit different, a little bit exclusive, they really support it.

 

“We’ve had charters with P&O Cruises and significant group allocations, where we’re able to give our people a ‘value add’ or a price break. That has worked really well this year and that will be continuing next.”

 

She also urged suppliers to send Barrhead details of peak offers really early, noting how the group has more than 500 employees plus franchises, so there is a “significant” number of people who need to know about campaigns.

 

“If we only get the communication last-minute, it will take time [to share]. So sometimes suppliers miss out,” she said.

 

“Give the information to the travel agents to be able to promote it earlier.”

 

Commenting on trends discussed during the conference sessions, she said: “No matter what’s happening with the fast pace of technology, that human interaction piece is so important,” she said.

 

“We are well placed for growth by making sure we keep in touch with our customers and building those personal relationships.”

She also noted how Alistair Pritchard, lead partner for travel and aviation at Deloitte, talked about economic headwinds – but also the determination of consumers to save up for holidays.

 

“That has been the trend since Covid. People have prioritised holidays,” she continued.

 

“He said people are actually now cutting back on what he classes as critical spending to take holidays.

 

“It was a really powerful message to say that people want a holiday and they’ll do everything they can to prioritise it.”

Tempest-Mitchell also hailed the comments from Vicky Jones, assistant branch manager at Northwich, who talked about accessible travel and the challenges she faces as a disabled traveller.

 

“Vicky did an incredible job. The journey she has been through has been really tough, but she helped us as an audience understand ‘don’t be frightened of asking the questions to the customers’.

 

“Our people don’t need to be the experts, they just need to speak to people who are the experts, so leaning on the suppliers came out quite strong…and ask the same questions you ask anybody.”

 

She also commented on wider industry events, such as Jet2 scaling back its planned winter growth.

 

“If we saw a trend emerging which was a slowdown on business, we’d look for new opportunities. And that is what we do as an industry,” she said.

 

“Jet2, despite what they’ve done, they’ve still got growth. That’s a sensible move. You initially lay your plans down. If it’s not going to work, then scale it back.”

 

She also commented on the closure of Classic Collection, saying: “They’re a great team, and it’s really sad because we’ve built relationships with them over the years.

 

“We have choices of where we can move that business across.  But it’s sad when a long-serving tour operator is going out [of business].”