FRONTLINE
CLARE DUDLEY managing director, Ponders Travel, Cambridge
How often do we hear: “Sales are quiet
at the moment – I’m getting a bit worried.” It’s a familiar feeling because we all have those days, even weeks, when things slow down and we start to feel a little concerned. But what we choose to do during those times – and in preparation for them – can make all the difference. In a previous role overseeing business development, and later cruise development, I was often surprised by how many parts of the business simply waited for the phone to ring or for clients to walk through the door. In today’s climate, when things can be a little more unpredictable, that just isn’t enough.
VISIBLE AND RELEVANT As a small independent agency, we don’t follow a rigid annual marketing plan, but we’re always doing something to keep momentum going. Whether it’s refreshing our shop window displays or dreaming up new ways to connect with our community, we believe that thinking outside the box is key to staying visible and relevant. For example, if you’ve never
considered running your own travel show, I wholeheartedly encourage you to give it a go. Yes, it takes planning. Yes, there are costs. And yes, it can be nerve-wracking. But I can assure you the effort is absolutely worth it. We hosted our own show in
23 23 OCTOBER 2025 AGENT
We don’t follow a rigid marketing plan but are always doing something to keep momentum going
September and, truthfully, we were worried sick about what the attendance would be. But we needn’t have been feeling that way as the turnout was fantastic – and the bookings that followed have been even better. The event gave our existing clients a chance to meet travel experts face to face and inspired new ones to start planning their next adventure. We’re already looking ahead to the next one!
MAKING CONNECTIONS Our marketing approach is fairly typical in some ways, but we’re always on the lookout for
fresh opportunities to co-brand, collaborate and connect with new audiences. Here are just a few things that we do at Ponders Travel in terms of
our marketing: O Partner with our local BBC radio station for topical interviews and
regular features. O Attend and support events with a travel angle, from wedding shows
to country fairs. O Advertise in village guides and on GP surgery screens, and via
leaflet drops and banners. O Build relationships with local journalists to keep travel stories in
the press. O Stay active on social media and produce video interviews with travel
experts. O Host VIP events for top clients and organise escorted tours with a
personal touch. O Support local charities and community initiatives that align with our values. We don’t claim to have it all
figured out, and I’m certainly not preaching, but I do believe sharing ideas helps us all grow. If you’ve tried something that worked well, or have a creative marketing idea up your sleeve, I’d love to hear it. Let’s keep inspiring each other. After all, sharing is caring.
THE POWER OF COLLABORATION
When planning our marketing activities, we have decided that it’s all about developing our existing relationships and forging new ones. Building a good rapport with a tour operator and its staff is so important, and over the past few years we have worked hard to understand the importance of collaborating with the right companies. It’s clear that the more we promote and work together, our relationship
grows stronger, the product knowledge improves and, ultimately, we achieve better sales – as highlighted by our travel show. I would like to personally thank all those who joined us at the event; the sales were great on the day and are continuing to come in as a direct result!
Guests and staff at Ponders’ show
travelweekly.co.uk
SharonAndreaJenniferColin Helen SharonAndreaJenniferColin Helen diary diary
Clare
Clare
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