h SPECIAL EDITION
Westway credits ‘simple values’ for 93% rating
Juliet Dennis
A travel agent who achieved a “world-class” Net Promoter Score says some retailers have lost sight of the “old-fashioned, simple values” that drive high customer satisfaction. Essex-based Westway Travel
achieved a NPS of 93.6% in the Aito Travel Insights 2025 report – the highest-scoring agency across 37 companies surveyed. The average score was 67.1%. Roy Barker, director of customer
data and insights company Spike, which carried out the survey, said: “You’d be hard-pressed to find a better NPS anywhere – it means nearly all Westway Travel’s clients are so happy with the service they’d recommend the agency to friends and family.” Managing director Ian Prior said
his motto is to keep the sales process simple, set clear expectations and be honest and open with customers. “Do the simple things correctly,”
he said. “We are a modern-thinking company with old-fashioned values. We keep our service very simple and we set expectations early in the conversation. It’s almost like we [the industry] have lost those old- fashioned values and simplicity.”
Prior, who started working for
Westway Travel 44 years ago after it was acquired by his father, has two branches and employs 10 staff. January sales were 40% up on last
year and overall sales for 2025 are about 20% up. The business spends £5,000
a year on printing clients’ travel documents, including flight tickets. Prior said: “While I agree with
digital processes, I believe our clients need our support with paper copies of itineraries so if they have a problem with their mobile phone they have the information to hand. “We are not talking about
complicated marketing or about IT and use of AI – we’re just talking
Elite Travel Group launches three membership options
Elite Travel Group has added new membership options in a bid to woo new agencies. The Birmingham-based consortium is promoting Elite Travel Specialists, Elite Managed Agent and Elite Travel Experts options alongside its standard membership. The consortium has 41 members, with 38 on its standard membership, which is for independents that have their own Abta number.
8 6 MARCH 2025 Ian Prior
about doing a really good job for people. Some companies have lost sight of that simplicity.” Prior stressed the agency had
also embraced the digital age while adopting a ‘back to basics’ approach. He said: “We have social
media accounts that are growing but that’s all part of the mix. The most important thing as far as I’m concerned as a retail travel agent is the conversation with the client.” Aito Agents chair Gemma
Antrobus described Westway’s score as a “remarkable achievement”. She said: “Such a high score is rare
and highlights the trust and loyalty they have built with their clients over the years.”
Fred Olsen Cruise Lines hires Phil Gardner for director role
Fred Olsen Cruise Lines has appointed Phil Gardner as commercial and product director. Gardner was most recently chief commercial officer at Ambassador Cruise Line before leaving in April last year after two years. He has also held senior commercial roles at Fosun Tourism Group, Thomas Cook and Tui.
Intrepid Travel promotes Hazel
McGuire to chief marketing officer Intrepid Travel UK boss Hazel McGuire has been promoted to a global position of chief marketing officer, with a recruitment process underway to appoint her successor. McGuire will take up her new role on April 1 following the promotion of former chief customer officer Leigh Barnes to become president of the Americas. McGuire will report to chief executive James Thornton.
travelweekly.co.uk
Intrepid offers Borneo prize trip in tie-up with Atas
Intrepid Travel has teamed up with the Association of Touring & Adventure Suppliers (Atas) to offer agents the chance to win a family holiday to Borneo. To enter, agents must submit
a written statement or video by March 31 explaining why they want to take their family on the trip. The winner will need to produce
a video diary in Borneo and attend Atas’s conference in September, when the videos will be shared. Atas director Claire Brighton
said: “Our conference is the perfect place for a family to share their experience and for our agents to be able to learn about the family options from someone within the travel community.” The winner will be contacted
by April 11, with travel to be taken by September 1. The family must consist of two adults and two children aged between eight and 18. Lucy Wildman, Intrepid’s senior
•Atas will host a Portugal showcase in Oxford on April 29. The event
partnerships manager for the south, said: “Our family trips are packed full of cultural experiences that create special memories.”
will be free for agents to attend.
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