A DAY WITH... TRAVEL WEEKLY ON THE ROAD
MAIN PIC: Emma Cullen, Justine Adamson, Paul Rushby, Linda Robinson and Lucy Handisides
LEFT: Managing director Paul Rushby
BELOW: Emma Cullen, shows Ben the ropes
Ben Jaxen Ireland @ben_ireland_11
Visiting Direct Travel in my home city Sheffield for a feature on the agency
tw ❛ Attention to detail has helped him keep
his customers coming back, and Rushby was confident in his “huge repeat business”, which includes three generations of some families. He added: “I’m not very good at a lot of things, but I’m very good at remembering names. You have to make the customer feel really special to keep them coming back.”
Expanding portfolio The agency’s diversity of product knowledge stems from its staff’s experience in the industry and their collective travel footprint, which the bubbly team shares with each other. “Between us we’ve travelled extensively,” Rushby said. Branch manager Emma Cullen added: “I sometimes feel like I’ve been to New Zealand because of how well I know the place.” Always on the lookout for developing
markets and broadening its portfolio, The Travel Trust Association member joined Clia in 2016 with a “growing” cruise sector accounting for just under 10% of business. Rushby is also keeping a close eye on the development of the Association of Touring & Adventure Suppliers as adventure and
the thirst for touring holidays continues to increase. Domestic travel through operators such as Shearings, Robinsons and Alpha also remain popular. Although it’s primarily a leisure agency, bookings from business travel clients now make up 20% of sales. Companies include one of the few remaining steel firms in Sheffield, a city synonymous with the alloy, as well as a professional cycling team. “We had to get some of them to Oslo – all from different places – and then on to France a week later, with their bikes,” said Paul. “It was very complicated, but very interesting.” Ties with local companies are one thing, but being the community’s local travel agent is the main job. Direct Travel has had Travel 2’s Maui campervans parked outside, which attracted extra footfall, and attends local community fares and street parties. Cullen said: “Everyone knows Paul. People
will just pop in for a chat, and they’ll always book their holiday with him.” Paul added: “We don’t get many customers popping in for information and booking elsewhere, because we always give them a really good service.”
Ben Jaxen Ireland @ben_ireland_11
Great to meet Paul and the team at Direct Travel. He’s grilling me on my Northern Ball hangover
BEN’S DAY AT DIRECT TRAVEL
Standing out in a commanding position overlooking the Sheffield suburb of Crosspool, Direct Travel – and owner Paul Rushby – appear to watch over the local area, which is awash with small, independent businesses in various industries. The fact that so many customers
are repeat bookers, or referrals from friends and family, goes to show the care taken to put together the perfect bespoke holiday for their customers. It’s a real old-school travel agency which, although dipping its toes into social media marketing, does not stray from traditional sales values like the art of conversation and listening to what the customer wants. Some might say the agencies that
are prospering are those that jump on the technology bandwagon, but Direct Travel is an example that old- fashioned service still works. The fact that follow-ups are often made when customers pop in to say hello – rather than via email – proves that. Direct is perhaps the perfect word, as this no-nonsense agency makes sure its customers get what they want, in typical Yorkshire fashion, with no fuss.
19 October 2017
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