Addressing the 2024 Barrhead conference in Ibiza on Tuesday (1 October), president Jacqueline Dobson told delegates the agency had grown revenue by 12% year-on-year and was on course to exceed its key performance indicator over the next three months to complete another record year.
The Scottish independent, which will celebrate its 50th anniversary next year, also recorded nine consecutive record-breaking months, in revenue terms, across both its high street and homeworking divisions. Dobson said this came despite the current tough financial and geopolitical environment.
"The summer season was characterised by a high lates market, in large part due to the weather,” Dobson said on Tuesday (1 October). “All of this contributed to great sales for travel this year and I can reveal today that we have just completed our 2024 order book.”
Dobson said all of Barrhead’s segments had grown revenue significantly over the past 12 months, with land-based holidays up 16% and cruise up 13% to its highest level ever.
Sales and marketing director Nicki Tempest-Mitchell pinned the uptick in cruise revenue on Barrhead’s focus on growing and converting demand for river cruises.
“You may remember that last year, I made the commitment to grow our river cruise business with more training, more events, more exclusive products and by putting river cruise specialists in all of our branches,” said Tempest-Mitchell.
“We did that, and we’ve delivered 43% growth, with the Rhine, the Danube and the Douro being our top destinations.”
River sales were trailed by mainstream ocean cruising, for which Barrhead recorded a 14% year-on-year jump in revenue, which it put down to resilient demand for staple destinations such as the Mediterranean, the Caribbean and North America, as well as newer stops like Australasia.
Barrhead’s two standalone divisions – touring and adventure and the US – also saw revenue go up year-on-year by around a third.
Brilliant Travel, Barrhead’s homeworking and managed service travel partner (MSTP) operation, reported growth in both revenue and membership of 15%, according to director Linda Pyle.
"Our ambition is not being the biggest in the business,” said Pyle. “We prioritise quality over quantity. We will bring on new members who are passionate about travel and service, while continuing to help existing members expand their business."
Pyle said homeworking sales, specifically, had gone up by more than a quarter (26%) over the past year, while sales through MSTPs had increased by 15%.
Tempest-Mitchell highlighted how Barrhead’s growth over the past year had also gone "hand in hand" with its investment in marketing and social media.
She said Barrhead’s focus on increasing its Instagram following had paid off, with the tally now standing at 104,000. It also set up a dedicated social media sales team to aid conversion.
Tempest-Mitchell characterised performance in this area as "extraordinary", delivering growth of 105% and exceeding the initial plans the agency drew up in its business case. "The success underscores the fact social media is still evolving and is a vital and a viable way to generate significant revenue growth," she added.
Tempest-Mitchell insisted Barrhead would now set about smashing its records for a third consecutive year in 2025. "After such a phenomenal year, I have no doubt next year’s targets will be met with the same passion, resilience and dedication that make this team truly unstoppable."
