Broadway Travel staff and consortium member award winners
Icelolly’s Singer hails site’s addition of online booking
Broadway prepares to add inspirational content online
Broadway is poised to launch a travel blog and a raft of “inspirational” content on its website in a bid to boost its brand awareness online.
The blog, due to start in
November, will be destination- focused and feature “inspirational content” as well as “best of” lists. The group has appointed an
external agency to help launch and run the blog, which will work in conjunction with an internal SEO team at Broadway. The website will host the blog, alongside new destination pages planned to go live by the end of
Adam Pardini, chief executive of Broadway Travel
“The blog will add value to our customers beyond just trying to sell them a holiday”
the year. Tabs for all-inclusive and family holidays are also planned. Tom Davies, Broadway’s head
of marketing, said the website, which rebranded and relaunched last year, had been heavily reliant on traffic driven by third parties, but the new strategy would drive organic growth.
“The blog will add great value to our customers beyond just trying to sell them a holiday,” he said. “Our competitors like On the Beach and Travel Republic are very much above the line. We can’t match that, but what we can do is find our target market through building brand awareness. “Before, our online business was coming from Travelzoo’s target market or a newspaper’s, so this will be a great way to manipulate and grow our target market as opposed to relying on others.” He said the business was also
working on its social media strategy and developing more video content, which he said was getting traction on Facebook. Chief operating officer Jill
Mitchell said the strategy was to grow the Broadway brand online and consolidate more of its brands, as opposed to becoming an OTA. She said the bulk of its product – long-haul and twin-centre – required customers to speak to someone on the phone.
25 October 2018
travelweekly.co.uk 15
The boss of
Icelolly.com said switching from a purely call-based model to offering online bookability had made the business the “fastest-growing holiday comparison site”. Chief executive Richard Singer said the site in 2016 was delivering “millions of calls” to its partners but was also losing customers who wanted to be able to book online. “The business had reached its peak period and had some fundamental issues,” he said. “Everything was about the phone call – and I am conscious lots of people here [at the conference] take calls and are dependent on that – but we are not a provider, we are a tech business in the middle providing referrals. We were losing a lot of customers who wanted to see things online.” Singer said some call-based
Broadway members had stopped working with Icelolly as a result but others had changed their business models. He said Icelolly had also
diversified and now focused on “media, search and deals”. Last week, it launched a
‘deals’ section, allowing users to pick their date and airport and be shown holiday options based on price and destination.
Richard Singer
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