Worldchoice Sports reports record trade sales

Sports travel tour operator Worldchoice Sports has increased the share of its business sold through travel agents to 60%.

The specialist company reported trade sales were up by 285% year on year, reaching record levels.

The operator was already selling around 40% of its trips through agents in March when it began working with The Travel Representation Company in a bid to become majority trade by the end of this year – which it has now achieved ahead of target.

It first started selling through agents in 2021 but began pro-actively visiting agents to promote its products and offer product training earlier this year via The Travel Representation Company, set up by Richard Hey.

Founder and chief executive Shay Soni said: “We’ve always held the firm belief that working more closely with travel agents represents a significant growth opportunity for our business.

“Working with Richard at The Travel Representation Company, we’re now able to provide more consistent trade support.

“We now also have the tools to offer personalised promotional flyers for our agent partners as well as store visits and dedicated in-store training sessions.”

Worldchoice Sports recently put exclusive charter packages on sale for next year’s Six Nations Rugby fixtures.

It sells packages to a wide range of events including Formula 1, cricket, tennis, golf and American sports.

Hey left Abercrombie & Kent and Cox & Kings in March to set up his own representation company in the trade, visiting agents on behalf of Worldchoice Sports and two other tour operators.