Dawson & Sanderson eyes growth Samantha Mayling


Dawson & Sanderson plans to reveal a “subtle refresh” of its brand early next year as part of a drive to attract new customers and raise its profile. The northeast miniple also aims


to build supplier relationships to tap into opportunities for staff training. Managing director Annelene


Hutton spoke to Travel Weekly about the plans after the agency’s one-day conference in Newcastle last week. The event included presentations


by Virgin Voyages, Do Something Different, Wendy Wu Tours, Gold Medal and Tui. “Dawson & Sanderson has kept itself quite quiet over the years, and


the supplier relationships had really been neglected,” she said. “It was one of the reasons I


wanted suppliers as part of the day. “We are building those key


relationships and that will, with the experience we’ve got in our teams, allow us to look at whatever opportunities present themselves.


Fred Holidays bids to expand team to 56 by early 2024


Samantha Mayling


Fred Holidays has embarked on a recruitment drive as the operator bids to boost market share and help Fred Olsen Travel achieve another record-breaking year. Tour operations director Tricia


Birmingham took on her newly created role seven months ago, when her team numbered 38. It is now 46-strong and set to grow to 56 by early 2024. Half of the new roles are in travel


sales. A new product support role was filled by an internal promotion, while posts including marketing manager,


6 30 NOVEMBER 2023


sales manager, customer services manager and business development executive have been created. Birmingham is also keen to boost


awareness of the brand among other independent agents. A tour operating structure has


been implemented with existing and new staff, including a new customer contact centre. “I want us to be a service-led tour


operator proposition,” she said. “We are answering calls within 90


seconds on average and are able to handle enquiries on the spot.” She added: “We are on track to have a record year as a group. All


Annelene Hutton


“We haven’t been visible and out


there and that’s something that I’ve been very determined to change.” Hutton joined as finance director


in March 2022 and was promoted to managing director of the family- owned agency in September 2022. She said the brand refresh was yet


to be approved but would not include a change of name. “We don’t want to alienate any


of our existing customers, but we want to freshen it up to attract new customers and the younger demographic,” she said. New uniforms will be introduced


by the summer, as part of a wider facelift programme for the 20 shops. “I’m not going to change the


company colours but we’ll be using


different shades and tones to have a different feel,” she said. “It’s subtle but different enough that it’s noticeable.” Other recent developments


include new systems for banking, accounting and HR, plus pay rises and a framework for salary increases. The business employs 236


people, which includes about 180 in the shops, with the rest in foreign exchange, corporate travel and the company’s own golf course. One homeworker has been


recruited to focus on the digital side of the business and offer services out-of-hours – and more are sought. Hutton said sales were going


“really well”, with particular growth in cruise and touring, and next year was looking “very positive”.


Tricia Birmingham


Laura Wilson


parts of the organisation are playing their part. The tour operation has seen double-digit growth this year and we have already surpassed 2019.” The tour operation will focus on


the Fred Holidays brand to make it easier for agents to understand what it does: offering tailor-made arrangements with rail, ocean and river cruises, cruise-and-stay, tours, short breaks and long-stay holidays. Fred Holidays also operates


as GSA [general sales agent] for Amadeus River Cruises, Pandaw River Cruises and American Cruise Lines. Birmingham added that the


operator’s breadth of product and


specialisms meant agents could use it as a “one-stop-shop”. “When agents are unsure which


tailor-made tour operator to turn to, we want them to think of us and ‘ask Fred Holidays’,” she said. The operator is planning


marketing, incentives and training for agents in the peaks period, and next year will see a revamped website, new trade portal and fam trips. Two business development


managers, Briony Worrall and Claire Webb, visit agents in stores and at trade events, supported by head of business development Laura Wilson. A third BDM may be recruited.


travelweekly.co.uk


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84