Back to the high street

So why have so many customers come back to the high street to make their travel bookings?

The main reason, according to agents, is that these consumers want the expertise of a travel professional when making decisions on their holiday bookings.

Many customers have also returned to agencies because of their frustration with the complexity and time that it takes to book online, as well as heightened concerns about financial protection following the high-profile financial failure of travel firms such as the Lowcosttravelgroup.

Mark White, from Ocky White Travel in Haverfordwest, sums up the feelings of many agents by saying: “The future has never been brighter for good independent agents.”

Kim Kent, of Spear Travels in Wolverhampton, adds: “Our success and continued growth is testament to the fact that there will always be a place in the market for a good independent travel agency whose core values are excellent customer service, extensive destination knowledge and a genuine passion for travel.”

The growth in sales last year led to nearly two-thirds (63%) growing their teams, while 17% either expanded their existing shops or moved into bigger premises during 2016, and 20% decided to expand by opening new branches.

And the secret of these agencies’ success?

Strong trade relationships and specialising in niche sectors, according to Baldwins Travel in Tonbridge.

Branch manager Trevor Ridler says: “Our close relationship with our trade partners has been key, as well as training staff and getting them to become experts on key products, such as cruise, ski, weddings and honeymoons, Disney and safari.”

Targeting niche markets is also important for Danny Sperling, from Abbotts Travel in London, who adds: “We saw our biggest increase in growing sales directly and targeting niche areas. We are utilising our own Atol where necessary and our online and social media presence and engagement is helping us reach a wider audience.”

Agents have also been getting more creative with their approaches to marketing in their local communities. A good example is Oasis Travel in Bangor, Northern Ireland, which has conducted marketing ventures in conjunction with other local businesses, leading to an influx of new customers and bookings.

Branch manager Lynn Jamison adds: “Moving to the town centre, collaborating with local businesses, holding in-store events with a wide selection of key suppliers, supporting local charities and helping with community projects has helped to raise our profile and grow our customer base.”

One of the agencies experiencing the most impressive growth has been Stewart Travel in Belfast, which despite only opening for trading in early 2015 is already moving to larger premises and boosting staff by 40%.

Manager Dougie Muir adds: “This is happening within the next five to six months and we are very fortunate that our new store is directly opposite the existing one. Because our long-haul and cruise business has seen a tremendous growth, our concentration will predominantly be in this area and we have a luxury lounge within our expansion plans.”

Expansion could also be on the cards for Villair Travel in Ashby de la Zouch. Partner Carla Cole adds: “We have seen a very good growth pattern since 2014 and are looking into expanding to possibly another branch.”

All this proves that the high street travel agency is far from dead with plenty of agencies eyeing expansion in the near future after years of consistent growth.