NEWS


When we gathered in Dubrovnik, Croatia, last month for Barrhead Travel Group’s


2025 annual conference, our theme – Innovate to Elevate – captured the spirit of what’s driving our business forward. It’s been particularly relevant in our 50th year


Jacqueline Dobson PRESIDENT, BARRHEAD TRAVEL


True innovation empowers your people to deliver the best service


of business as we look ahead to navigating the next few decades. Innovation is often synonymous with disruption, but it’s simply about progress – in any form. It’s about listening, adapting and continually finding new ways to enhance both the customer and colleague experience. The travel industry must never stand still.


With a world that’s more accessible than ever, consumer expectations are evolving and technology continues to reshape how we interact with travel experiences. That’s why we’re introducing new ways of working, such as through our forthcoming app, and new branding. But innovation doesn’t


always mean reinventing the wheel. Sometimes it’s the smallest, smartest ideas – the ones that make life simpler or more personal – that make the biggest difference. We’ve seen first hand


agencies are proving that when you combine digital agility with human expertise, the in-store experience still has enormous value. Unfortunately, it can’t fall to travel agents to


prop up high streets across the country. We must see meaningful action in the upcoming Budget that will provide a clear road map for community revitalisation and give retailers in all sectors the confidence to open new outlets.


“Our stores are evolving to become


how that type of incremental innovation drives long-term success – for example, in our approach to product development. We’ve invested heavily in developing exclusive product, from river- cruise charters to group allocations and added- value experiences. These aren’t radical changes; they’re thoughtful and strategic enhancements designed around market demand.


Internal culture We’ve also continued to innovate behind the scenes through digital transformation, smarter marketing tools and enhanced colleague training that’s based on real feedback. This is all with one aim: empowering our people to deliver exceptional service. True innovation is just as much about addressing internal culture to let teams flourish. One area where targeted innovation is


particularly vital is the high street. Despite ongoing widespread reports of retail decline, travel agencies have continued to buck the trend. While one in seven retail units across the UK lie vacant, travel


12 23 OCTOBER 2025


experience centres: places where clients can be inspired by new destinations”


Retail benchmark At Barrhead Travel, we plan to continue to invest in our bricks-and-mortar network over the coming year. The resurgence of the high street will come from businesses that offer something online channels can’t, which for agents is genuine expertise, tailored advice and community. Our stores are evolving to become experience centres: places where clients can be inspired by new destinations, meet like-minded travellers at store events, speak to knowledgeable consultants and access exclusive offers. If retail travel can set the


benchmark for how physical retail could reinvent itself, travel agencies may lead the way for other sectors hoping to make a high street comeback. Ultimately, for the


travel industry at least,


innovation always comes back to people. The most sophisticated digital tools or AI functions are meaningless without passionate individuals using them to enhance the customer experience. At our conference, I was reminded how much


creativity, energy and ambition there is across our network. Businesses are only as great as their people – aligning your teams with your company vision is the most effective way to unlock extraordinary potential. For us, Innovate to Elevate isn’t just a conference theme, it’s a mindset that we’ll be carrying right through 2026. It’s about being open to change, willing to test new ideas and committed to continuous growth. Innovation has been part of our DNA for the past 50 years and we intend to keep that mindset as we enter our next chapter.


Read more by Jacqueline Dobson: travelweekly.co.uk/comment


travelweekly.co.uk


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