2
3
Broadway award winners
w EMPLOYEE OF THE YEAR: Claire Loscombe, head of finance, Broadway Travel (picture 1)
w CONSORTIUM MEMBER OF THE YEAR: Global Hoppers (2)
5
w MOST VALUABLE CONTRIBUTION TO THE BUSINESS: Geoff Andrews, general manager, HolidayDeals2Go (3)
w SALES CONSULTANT OF THE YEAR: Russell Davidson (4)
w YOUNG ENTERPRISE AWARD: Matthew Justice, senior marketing executive, Broadway Travel Service (5)
1 4
w TEAM OF THE YEAR: Operations, Broadway Travel Service
Group targets £300m sales by 2019 70%
Broadway Travel Service’s cruise business grew by 70% in the year to September as the group expanded its dedicated cruise team to meet demand.
The consortium’s cruise arm
Broadway Cruise reported a big increase in both ocean and river bookings, despite the company’s slight dip in overall profits. Broadway is also looking to
increase its long-haul offering, with a bigger focus on Mexico, the US, Thailand and the Caribbean, as part of wider plans to increase the business’s turnover by 50% in the next three years.
Hugh Morgan (left) with the mayor of Albufeira
In the last 12 months, the firm
booked 530,000 passengers through its four call centres. The Atol-accredited group,
Increase in Broadway’s cruise sales last year
Managing director Adam Pardini declined to give detailed figues but claimed expansion in cruise and long-haul, combined with an anticipated return of business in Egypt and Turkey, would help Broadway achieve its target of a £300 million turnover by 2019.
which has five members in its consortium, is also in talks with two businesses about joining. “We’ve had great results in
cruise and we hope that’s going to continue,” Pardini said. A wider advertising campaign and partnerships with Travelzoo and the Daily Mail had also helped position the company for growth, he added. In an overhaul of its structure in the last year, Broadway has
Luton call centre, and upgraded intranet systems and phone lines. In the past year, Broadway has
strengthened its senior leadership team by appointing former Monarch chairman Hugh Morgan, who has 50 years’ experience in the industry, as non-executive chairman last December.
Get your clients to upload videos on social media, says Feefo
Customers are more likely to make a purchase if they have seen a user-generated video, according to review site Feefo. Addressing Broadway staff,
chief commercial officer Matt Eames said footage is shared 1,200 times more than text and links on social media. He claimed that 85% of
customers say they are more likely to make a purchase if
they’ve seen a video, such as footage from a boat trip or of a hotel swimming pool. “People are 10 times more
likely to share a video made by a consumer than anything you produce, so why not let them do your marketing for you?” he asked delegates. Broadway Travel Service has signed up with Feefo in a bid to boost its client satisfaction
ratings and repeat bookings. Feefo will begin contacting Broadway holidaymakers in the next three weeks. The tie-up is part of
Broadway’s drive to improve customer service and loyalty. Eames said: “Please encourage
every customer to leave a review and embrace those that come in. We won’t mess with what they say; it will be uncensored.”
dropped two brands – Qwerty Travel and Directline Travel – and focused on its higher- performing brands Broadway Travel, Broadway Cruise, Travel Interaction, Inspired Luxury Travel and HolidayDeals2Go. It has also moved to a bigger
20 October 2016
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