While the Top Agent of the Year Paul Johnstone readily admits to “going completely above and beyond for every single customer,” he was still “absolutely gobsmacked” after he scored top marks from the judges for his customer service, product knowledge and innovation, and was crowned the best in the business.

“A lot of customers said it didn’t surprise them that I’d won, but I was really blown away.”

The judges were so impressed by Johnstone’s determination to cater for each client’s every need that he won the prestigious title after also scooping the award for Cruise Agent of the Year.

He has since received coverage in his local press and lots of praise from customers, and it comes as he celebrates his 25th anniversary in travel. Johnstone previously worked in various branch management roles for Lunn Poly and Thomson, and in business development for an independent agency. In 2013 he joined Barrhead Travel’s Brilliant Travel division, launching cruise specialist Now Lets Travel.

Today he records “multi-million pound sales” and regularly works 80 hours a week, netting him the award for Barrhead’s top cruise franchise branch. Last month he appointed fellow homeworker Carol McGee to help manage enquiries from her home in Glasgow. The main business operates out of Johnstone’s home office in Sunderland, which he shares with his back office team, Janet Robson and his wife Donna, who focus on Johnstone’s special brand of service.

Most customers opt for Johnstone’s team to print and post all documentation. They receive a call one month before departure so Johnstone can check them in online, and again just before they sail, to ensure they are satisfied with every element. Upon their return they receive a welcome home letter, email or phone call.

Service first

Johnstone aims to do “absolutely everything” for the customer, and regularly books non-commissionable elements such as certain port parking and drinks packages to ensure all facets of a trip are arranged in advance.

“From day one our main USP has been service. My ethos is that when customers book a cruise themselves they may as well be booking an easyJet flight, as it’s up to them to book and print everything and check in. I’m a bit old school, and remember the days when the customer didn’t have to do anything.”

This approach has resulted in a steady stream of referrals from happy customers. “A lot of them really are advocates for the brand, and we get so many emails from people who appreciate the extra effort we put in.”

Johnstone also capitalises on the online market, and is currently relaunching his website to include full booking capabilities, with the special Johnstone service hallmark. “Within an hour of booking they receive a call to thank them and check everything is ok, and we give them a named contact at Now Lets Travel.”

Perfect packages

Half of his business is for dynamically packaged cruise products, which he often promotes to his 6,000 Facebook followers.

In January he packaged a good Far East cruise-only deal with flights, accommodation and sightseeing tours, and booked 24 passengers in a week. “It really makes your package unique, as there are a lot of companies out there trying to sell the same thing.”

Johnstone believes product knowledge is “invaluable”, and regularly attends ship visits and cruises himself. He aims to be able to tell even the most seasoned cruiser at least one nugget of information they didn’t already know about a ship. “It could be recommending a certain cabin, or highlighting a particular feature.”

However, he will also suggest downgrading if it means a better cabin location. “I get a buzz every time I get a booking. I want it to be the best possible holiday for them, and people really appreciate honesty.”