Attraction World will unveil a national trade engagement manager in November who will head up a new trade engagement team as the company looks to grow its business through agents.
The attractions and experiences ticketing specialist said the idea was to “bring back the jazz hands and fun” to agent relationships, which Attraction World used to be renowned for.
The move means the company will then have separate teams looking after commercials, trade support and trade engagement.
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Chief executive Olly Nicholls said: “Through Covid, we learnt to deal with agent partners in a different way.
It was fine for then but we need to bring the excitement back. Gone are the days of reps walking into shops with bags of doughnuts, but we need to bring back the jazz hands, the training, the fun, the competition, the trips. This new person and team will bring the whole shebang. There will be no hiding behind emails. They will be at every event and will have a big budget behind them.”
Nicholls said Covid had brought several silver linings for the company.
“If Covid hadn’t happened, we wouldn’t have led an acquisition of the business, brought in new investors, built a new culture, overhauled our office, or thought about our strategy in the way we have.
“Attraction World was in stalemate. We were in a cycle which just became the norm, but Covid flushed all that out and we have now built a strong team. We weren’t a team before.”
There are currently 30 people working for AWG (Attraction World Group), compared to over 70 pre-pandemic.
Nicholls said: “We now communicate better, we ask for feedback, we have regular breakfast meetings and nights out with the team. We have become a family and we all have a shared goal.”
He said growing business through agents was at the heart of AWG’s new strategy and the company would do everything it could to give agents the right tools to help them sell more attractions and experiences, which would help them earn more money.