Group rebrands ahead of its 70th anniversary
Adam Pardini
Tim Buckman Jill Mitchell
New website aims to boost group’s 1% conversion rate
Broadway Travel launched a new website this week to increase online bookings but bosses said it wasn’t trying to become an online travel agent.
The new site has been designed alongside a full rebrand, and attendees at the group’s annual overseas conference were given a sneak peak.
Tim Buckman, chief marketing
officer for Broadway, said the former website was “hopeless” in terms of conversion rate. Broadway generates around 3.2 million web visits a year but only about 1% are converted into a call or chat. “The new website is not just
about online bookings, it’s about calls and chats and online sales,” said Buckman. “Our intention is to move online
conversion up and I’m pretty confident we will achieve that with the new website.” Broadway managing director
Adam Pardini said: “We are going to build on the successful model we already have. “We are not aiming to become an OTA. Would we like more
“We’re not aiming to become an OTA but consumers will be able to do more online”
online bookings? Yes, we would. But actually we will still have a prominent phone number [on the site] and online chat. “The consumer experience is
very important for us. “The consumer will be able to
do more online. Those that wish to call will be able to call.” Pardini said Broadway was
12 months in to implementing a three-year strategic plan for the business based on putting the focus on the customer. “We are not quite there yet, we
still have a long way to go,” he said. “However, I’m very pleased with
the progress. We are getting more repeat clients.” Broadway operates a number of
brands including holidaydeals2go, Travel Interaction and Broadway Cruise, as well as the main brand. Two of its travel agent brands,
Directline Holidays and Qwerty Travel, have been closed but the traffic from those is being redirected to
Broadwaytravel.com.
Broadway 2017 award winners Employee of the year
Consortium member of the year Team of the year Learner of the year
Young enterprise of the year
Broadway Travel revealed its new branding as it prepares to celebrate its 70th anniversary next year. Marketing agency addmustard and creative consultant Steve Stretton worked with Broadway on the new look over six months ahead of last week’s unveiling. As part of the rebrand,
Broadway has introduced a strapline – ‘more holiday, less work’ – to sum up its company brand promise. Tim Buckman, Broadway’s chief marketing officer, said the rebranding was more than just simply coming up with a new logo (pictured, top). “We wanted to really get
to the bottom of our brand proposition – what it stands for, who are our customers and how we create a brand that will appeal to their common values,” he said. Buckman said the rebrand
drew on more than 860 hours of research involving interviews with staff across the business and customers. He added: “We very much
wanted to invest in research to get to the DNA of what Broadway Travel is all about.” Broadway identified three main customer profiles in the research: l Traditional travellers aged 55-plus who like to ask questions and want to buy from a reliable company;
Sarah Cappalonga
Outstanding contribution to the group Apostolos Kyriazis Sales consultant of the year Supplier of the year
Russell Davidson Attraction World Blue Sea Holidays Cruise
Jackie Wood Emily Ansell
l Frugal families who are time-poor and get frustrated by how difficult is it to research and book their holidays; and
l Spontaneous couples who are not necessarily tied down to travelling at certain times of the year but who put a lot of value on research and recommendations.
19 October 2017
travelweekly.co.uk 21
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