ALL ABOUT YOU — READERS’ LIVES
THIS WEEK
Lakh Hayer director
Pure Destinations, Edgbaston, Birmingham Agency boss has Pure thoughts for Kuoni tie-up
Just five years ago Pure Destinations founder and director Lakh Hayer decided to follow in his parents’ footsteps and set up his own travel agency. While working at his parents’ agency, Airport Travel in West Bromwich, Lakh came up with the idea for a sub-brand, specialising in honeymoons. He called it Honeymoon Dreams, adding: “I was 25 when I got married and was
starting to book some of my friends’ honeymoons.” He soon decided he wanted to expand further – by setting up his own travel agency. After securing premises in a residential shopping square in the Edgbaston area of Birmingham, Pure Destinations was born, with Honeymoon Dreams operating as a specialist online and call centre agency from the same premises. The business Lakh started with just one other member of staff is now rapidly expanding, thanks in part to a decision to become a Kuoni partner store last year. The Honeymoon Dreams call centre moved in November to a nearby location to accommodate its 11 staff, while Pure Destinations now has three shop-based staff. “We tend to specialise in family holidays and anniversary holidays but we have an open-door policy,” he says. To mark its becoming a Kuoni partner store – a tie-up that requires it to sell £1 million worth of Kuoni holidays within the first three years – the shop organised a red-carpet, celebratory party following a shop refit at the start of this year. As well as serving cosmopolitans and mojitos, customers were dished up stone-baked pizzas. “We invited clientele who were new to us and sent out 70 boxes made with the Pure Destinations and Kuoni brand on them containing a selfie stick,” says Lakh. “In total we had just under 100 people and gave away a holiday to Florence in a prize draw.” The event was also photographed and videoed for the agency’s online blog. The shop has already taken £200,000
Lakh’s CV
●2015: started website
weddings.honeymoondreams.co.uk
●2014: started Travel Homeworkers ●2010: founded Pure Destinations ●2009: started Honeymoon Dreams
●2003-10: sales consultant, Airport Travel, West Bromwich
worth of extra Kuoni business so far this year and overall sales are up. The agency has been running an
advertising campaign on Smooth Radio, has rebranded its website and is planning its first holiday brochure and a VIP- style consumer show in June. “So far so good,” enthuses Lakh, who still remains hands-on in the business. He adds: “I still sell
holidays – sales are my passion. And I still put the rubbish out!”
Lakh Hayer; with his team (top); and the party to promote Pure Destination’s Kuoni partnership (right)
Would you like to be profiled on Readers’ Lives? Tell us why it should be you! Email:
juliet.dennis@
travelweekly.co.uk
44 •
travelweekly.co.uk — 23 April 2015
LAKH’S TIPS ON RUNNING AN AGENCY
✪ Get involved: Get to know your customers and build up a rapport, And, crucially, treat them all the same way.
✪ Be social: Use social media and the web to your advantage.
✪ Do it yourself: Handle the marketing yourself, rather than outsourcing it. This gives you a better understanding or your business and your clients.
✪ Act creatively: Think outside the box.
READERS’ LIVES
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84