INTERVIEW FUNWAY HOLIDAYS
In Person with... JODEAN WHITTINGTON
Steve Hartridge talks to Jodean Whittington, Funway’s new sales development executive, about the operator's new trade marketing campaign and expansion into new product areas
JODEAN WHITTINGTON sales development executive Funway Holidays
Why has Funway chosen now to appoint someone to liaise with travel agents and homeworkers? Funway is expanding rapidly with a
wealth of new product, including a dedicated ski programme and our brand- new Cruise and Stay Sandals brochure. We are also set to launch a new
marketing campaign aimed at ‘putting the fun back into travel’. To complement this growth, investment
has been made in ensuring Funway has an even stronger sales force. I will be on the road covering the south-west of England, to increase the number of retailers promoting and booking Funway’s core products’ and associated brands. I’ll undertake regular regional sales call
plans, service retailer requirements, educate, build and maintain retail relationships in a proactive, professional manner within the assigned territory at all levels, and also try to exceed the sales goals and revenue targets established by the company.
What was your previous role? I held the position of 'Operations Training Coach' at Funway. I started my new role on July 1, 2011.
Is this a newly-created position? Yes. With our field sales expansion we have redefined our geographic areas, in terms of sales, and created a dedicated
full-time position for the south-west of England. By doing this, it improves our regional coverage, allowing Funway to develop new business opportunities and forge closer relationships with retailers, whilst regularly servicing existing business within the region.
How important are retail travel agents and homeworkers to Funway? The retail community has been extremely important to us since we started operating our programmes 18 years ago. We have forged a number of key relationships and seen business growth year on year. The contribution made over the years by our retail partners, and their ongoing support, has played a pivotal part in our success and our expansion plans. Funway believes customers will always
want access to the type of expertise and reassurances that they receive from travel agents. Not all customers have the confidence or inclination to book online, and I don't see that changing.
How many of Funway’s bookings come through agents and homeworkers? This year approximately 80-85% of our business will be trade driven.
What Funway USPs will you be bringing to travel agents’ and homeworkers’ notice during your visits? Funway prides itself on offering holidays that represent outstanding quality, value and flexibility.
How does Funway encourage agents and homeworkers to sell its products in preference to that of your rivals? We are developing a new and exciting concept aimed at agents focusing on ‘fun’ incentives. The aim is to help agents increase
their added-value revenues with ancillary products and greatly increase the fun factor of their clients’ holidays. We are currently ‘canvassing’ agent
feedback on a whole host of potential incentives. With so many incentives in the market place we need to make sure
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www.sellinglonghaul.com
“The contribution made by our retail partners, and their ongoing support, has played a pivotal part in our success"
ours stand out from the crowd and that everyone will take notice and be able to benefit from them.
Which destinations are selling well for you this year? The first edition of the Funway Holidays USA Brochure 2012/2013 will be launched this month (September) containing an expansion of the North American programme. This is a direct result of this year’s runaway success of US holidays, led by Las Vegas, Orlando, New York and San Francisco.
How successful has the new Mexico programme been? Funway has been very successful in building and maintaining its leading market share in destinations across the Caribbean and we are anticipating achieving the same position in Mexico by building on the firm foothold we already
have. Since launching our Mexico programme we have seen great support from our established trade partners. Now, with Virgin Atlantic operating a Cancun service from next June, we are confident that we will see even greater consumer demand for Mexico. We are perfectly positioned to supply the right product to our trade partners to maximize their market share and revenue.
What are Funway’s promotional plans over the next 12 months or so? North America and Sandals Resorts in the Caribbean will remain our key focus. We want to continue to build our brand name in the UK market as the leading long-haul specialist. It is also important to showcase our non-American product diversity. Additionally, we want to put the 'fun' back into travel and communicate the many unique experiences Funway Holidays can offer customers.
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