New challenge

It’s Powell’s first trade interview since taking on the new role at the over-50s specialist – largely because, by his own admission, the last two months have been a “whirlwind”. But he is already eager to realise the company’s agent ambitions. “Over the next five years we want to go from the trade accounting for single figures of our overall sales to more than 20%,” he reveals. “We really have just scratched the surface with agents.”

“Cruise, where I came from, is a much more established agent channel and we’re at the other end of the spectrum at the moment,” Powell admits. But he is confident that once agents understand the Saga offering, the opportunities
will be considerable.

“The product itself is one of the best I’ve seen. If we can get it out to the trade, get agents to understand it and put Saga in front of passengers who previously we weren’t speaking to, then the opportunities will be massive for us both.

“It’s down to us being proactive about how we attract agents,” he adds. “We need to make them loyal to Saga and wanting to sell our product.”

Key to this of course will be the company’s trade sales team, and as proof of Saga’s commitment to growing its agent business, Powell reveals he is in the process of interviewing for a new senior regional sales manager. The move will take Powell’s six-strong team to seven, with the possibility of expanding further depending on agent demand over the next few years.

“I think that’s a significant team, so we will be able to go to more events. We will be able to do more store visits and get on the road and visit those who are on the frontline,” he says. “But I do think the team will have to grow as we grow so we can achieve what we’ve set out to do.”

Powell has also earmarked a number of “large key partners” with which he believes Saga’s relationship “needs cementing”.

“We need to show them what we are all about, how well we can look after their customers, who will then keep coming back to them because they keep having such a great holiday experience.”

Division merger

Powell believes that central to fuelling Saga’s trade ambitions was its decision to merge its cruise and holidays divisions – a move he claims “has really benefited us”.

“People may think ‘both areas are travel so it’s all the same’, but it’s a very different product proposition. Bringing both businesses together – there’s been a real opportunity to learn from each other and it does give a new lease of life and a new energy to everyone.”

It was the latest in a string of shake-ups at Saga, including most notably the sudden departures of Jeannette Linfoot, managing director of tour operating and Powell’s predecessor, Deborah Aylward, who both left the business late last year.

The changes culminated in Saga Cruises’ boss Robin Shaw being installed in the newly created role of chief executive of Saga Travel in the new year.

The “well-documented” restructure pre-dated his arrival, but Powell is frank as he acknowledges: “Of course it’s a challenge for the business and the individuals involved”.

Despite this, he insists that the move was “a very positive change” for the company.

“It’s all with a view of ‘let’s reshape our business’ so that we can grow in the next five years.

I am very confident – and of course I wouldn’t be here if I wasn’t – that we have the right structure, we have the right people and we have the right product to grow. Now it’s just about putting our best foot forward and making that happen,” he adds with a smile.

Aiding the new “energised Saga” will be the launch of its new flagship, the 900-passenger Spirit of Discovery – Saga’s first new-build cruise vessel – which is due next summer, set to be followed by sister ship Spirit of Adventure, which is due in 2020.

“The new ships won’t just benefit Saga for cruise but the whole business,” says Powell. “It’s such an exciting thing for us to have and will definitely put the Saga name out there more”.

And with new hardware comes new opportunities to get agents involved. This includes the potential for “an extensive” programme of ship visits around Spirit of Discovery’s launch next July, Powell teases.

It’s not just on the oceans where Saga is looking to grow its presence. River cruise is also a “huge focus” for the brand, with possible new-builds in future and more charters in addition to those it currently operates.

“[River cruising] offers us a chance to tap into our demographic on a product that they love and know they want to travel on.

“We will certainly be looking at how we can expand our offering and offer more choice in that market,” adds Powell.

Whether it’s river or ocean cruise, Powell’s commitment to the trade will hopefully set Saga in good stead for meeting its ambitions.

Five things you didn’t know about Iain Powell

Favourite celebrity you’ve ever met?
Tiger Woods

Most memorable holiday?
Las Vegas and LA (I got engaged there)

Favourite musician?
Ed Sheeran

Favourite fam trip you’ve been on?
Mexico

What would you be doing for a job if you weren’t in travel?
Probably playing or teaching golf