The shop is manager Jennifer Lynch’s dream come true; it’s approaching its fifth year of trading, and Lynch’s colleagues have been with her all the way. The pandemic was definitely not going to be allowed to burst her bubble. As Lynch says: “Any negativity could be turned into a positive – we used the opportunity to tell people why they should book with an agent”.
Not only does the downstairs shop boast a light and contemporary design, with prosecco and fresh coffee always at the ready, there is also a customer lounge upstairs where more in-depth bookings can be consulted on in style, particularly honeymoons.
Wedding shows have become second nature to the team, who now do around 10 to 15 a year. For those couples who book, there’s a sweet treat – a £10 voucher to spend on coffee and doughnuts with a local business. Couples can also ask friends and family to contribute vouchers to the honeymoon thanks to the new wedding gift service launched last autumn.
It’s all about personality for ArrangeMy Escape – brochures have stickers with pictures of the team on, their smiling faces are always present on the website, on social media and in marketing, and it clearly helps assert reassurance and expertise.
One of the team saw their role enhanced last October to become chief concierge liaison; Judith Clarke now has a much bigger focus on adding special touches to clients’ holidays. Bright spark Bethany Brandwood brings the cruise nous, having already sailed on more than 40 cruises across the world, while Ryan Sowney is the Disney whiz and, more recently, also the marketing expert.
The agency took the opportunity to help Sowney advance his expertise in 2021, supporting him on a content and marketing apprenticeship course with Train2Travel, which they all agree has been invaluable, both for his own self-confidence and for business success.
Sowney runs full marketing campaigns via social media, Mailchimp and online and is also now creating video content for the store. He also makes sure visiting suppliers get “caught on camera” too when they visit, seizing the chance to make “60 seconds with...” videos with them, which are then shared on Facebook and Instagram.
The team love to see clients in person, but have also mastered the knack of Looms – upbeat and insightful recorded video presentations which they can create and send to clients to watch at their leisure, helping the team to communicate in innovative, informative and personalised new ways.
And while only able to work limited hours due to the pandemic, yet knowing people would still be out and about, they started posting travel ideas and offers via QR codes in the windows so customers could scan them and get some inspiration when passing.
The team are also always ready to make home visits to see those customers who can’t make it into town and have seen Zoom pass them by. After ensuring they have a negative test, one of the team spends all the time required with the client.
These friends also make time for each other outside of work too, including a Christmas dinner hosted by Clarke at home, and as many social occasions as they can muster together.
The team can finally feel they are back in business, with January 2022 marking their best month since opening. Once customers book, there are new digital destination guides for them and step-by-step guides tailored to each passenger and their specific destination when it comes to remaining restrictions and guidelines.
And, when testing was still a general requirement in one way or another for travellers, ArrangeMy Escape set up a partnership with a local pharmacy to ensure consistent levels of service for clients.
When one customer needed to rush back to avoid quarantine so he would be able to take his place on the West End stage in a starring role, the team leapt to the rescue. And when other clients left some of their beloved hats behind in a hotel room in Cyprus, Brandwood collected them next time she was there visiting her parents and returned the headgear safely.
Lynch has also become a regular voice of reassurance and inspiration on BBC Hereford & Worcester, as well as contributing to other programmes on Freeradio, while Sowney appears regularly on another local station, Youthcomm Radio. The duo have also taken to the airwaves together, managing to make time to launch a podcast during the pandemic.
Sustainable travel choices are now also at the forefront for the team, part of the agency’s new Sustainable Promise, which is displayed in store and has been communicated to clients. Also visible on the company’s website, the promise includes always trying to promote at least one sustainable option for every trip suggestion, while the store has pledged to donate a percentage of all cruise sales at the end of the year to Sea-Changers, a UK-based marine conservation charity.
Speaking of support, the team have also forged a relationship with local charity Onside, which provides a range of services to ensure fairness and equality for adults who may be vulnerable, disadvantaged or discriminated against. “As a team we got together and discussed what was important to us,” says Lynch. “After the past two years we all wanted to support a charity that incorporated mental health. In one way or another, we all faced issues in different ways.”
It’s just one more step in the right direction for the UK & Ireland’s No.1 Travel Agency. And as one self-professed demanding client told them in his testimonial following a first-time booking with a high street agent: “They are a credit to the travel industry, and a shining example of what can be achieved provided you have the will to do it.”
You can find out more about TTG’s Top 50 Travel Agencies programme here.
