NEWS uppliers at first annual conference held outside UK. Andrew McQuarrie reports from Palma, Majorca
Company’s cruise bookings up 69% this year on 2019
compared with 2019, with the mainstream sector growing by 80%, the luxury sector by 104% and river cruises by 16%. The agency has beaten its 2019 figures for overall sales and departures every month so far this year. Barrhead Travel president Jacqueline Dobson said:
B
Jacqueline Dobson
“We’ve been focusing on cruise within our branches and we’ve trained all our staff. The value that cruise offers is just fantastic.” The cruise focus led to more than 300 staff members
spending time on a ship, Dobson said. Sales and marketing director Nicki Tempest-Mitchell
described the past year as “exceptional” for the business, with spend per booking rising by £683. The average number of people per booking grew from
2.4 to 2.6, Tempest-Mitchell said, but the average duration fell from 9.78 days to 9.34. The fastest-growing destination was Turkey. Tempest-Mitchell said during a panel session on the
cruise sector that the average booking value of cruises had risen by £1,000, with the best-selling sailings being those to the Caribbean. Pointing to the popularity of fly-cruise, she called for
launch next month
single employee, but we thought this would finalise our offering.” The three programmes will be
called ‘management’, ‘aspiring leaders’ and ‘mentorship’. “Every person in management will be
put through the academy, but it will also be open to anyone who wants progression,” said Dobson. She added: “We want everybody moving in the same direction.” The agency relaunched its apprenticeship
programme last year, which was well received. More than half the business’s senior management team started their careers as apprentices or trainees.
more flights from Edinburgh, Glasgow, Manchester and Liverpool. She also encouraged cruise lines to work more closely with agents.
“Work with us and tell us when the launches are
happening,” Tempest-Mitchell said. “The more details you give us, the more results you’re going to get.” In an effort to boost bookings for river cruises,
Barrhead Travel has ensured that every one of its stores now has a river cruise specialist. “We believe that will be the recipe for success,”
Tempest-Mitchell said. The agency is also trying to improve the customer
experience on its website by upgrading the search function in the cruise section, as well as the same function on its Cruise Direct and The Cruise Specialists sites. Clia UK managing director Andy Harmer told the
conference that one in 10 package holidays sold in the UK is a cruise, meaning there is significant potential for growth. He added: “I genuinely believe there has never been a better time to go on or sell a cruise.”
Dobson: We will open new stores next year
Barrhead Travel will open new shops next year, its president Jacqueline Dobson announced at the business’s annual conference. Delegates heard
that the agency’s expansion programme would continue in 2024 because “the time is right”. Dobson said:
“We’re not aiming to be on every high street
travelweekly.co.uk
in the UK. We’re aiming to be the best, not the biggest.” Barrhead revealed earlier this
year it was reviewing its 50-strong shop network, with a view to refurbishing and relocating stores before any expansion. Dobson told the
Barrhead’s store in Silverburn, Glasgow
conference that the agency was ready to take itself to “the next level” in 2024,
following its record-breaking 2023. “The cost-of-living crisis has not dampened demand for booking holidays – holidays remain a top priority,” she added. Dobson would not be drawn
on the locations of the new stores during an interview with Travel Weekly. However, she said the sites had been identified and work was in progress. Retail staff will also be given new-look uniforms from January.
12 OCTOBER 2023 11
arrhead Travel’s record-breaking year has been fuelled by cruise bookings, the agency’s annual conference heard. Cruise sales achieved 69% growth
Andy Harmer
PICTURES: Malcolm Cochrane Photography; Kamal Fotografía
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