Myriad Travel is poised to significantly extend its client base into Cheshire, Yorkshire and north Wales through a unique new partnership with Liverpool airport.
The TTG Top 50 agency, which is based in Liverpool, has teamed up with the airport to launch Liverpool Airport Holidays (LAH), leveraging Myriad’s operator contacts and relationships to develop offers based around Liverpool’s route network.
Launched last month, LAH – which operates as a separate brand to Myriad Travel – is offering Atol-protected tailor-made packages to more than 70 destinations.
The LAH team, based with Myriad, are available 9am to 5pm Monday to Friday via a dedicated phone line and email address, and via email at weekends. Prospective clients can contact the team to personalise their packages.
LAH holidays, meanwhile, will feature on a dedicated page on the Liverpool airport website, and will be promoted across the airport’s social media channels.
“We’ve been going 13 years and we’ve always had close ties with the airport, but we would often say: ‘are there any opportunities to work together more closely?’,” Myriad director Tiffany Woodley told TTG.
“Then they approached us six months ago and said they would like to start selling holidays.”
Woodley said the agency’s independence made it an attractive partner for the airport.
“They knew we could work with the widest possible range of operators to complement their routes – there’s no one we would not sell out of Liverpool.
“Each week, they send us a message about the routes they want to increase yields on; we then create offers to suit that. New offers go up on the website every Friday. It’s only been three weeks but it’s going well. We’re not aware of another partnership quite like this – it’s another string to our bow.”
Woodley said while the Myriad team had so far absorbed the additional workload, she would assess staffing during the autumn when the bulk of Liverpool’s new winter routes are announced.
“It’s exciting for us because we get to work on new destinations – there are always interesting ones being added,” she added. “Krakow and Budapest have been very popular as Liverpool lends itself well to city breaks. We’ve done some trips to Majorca and the Canaries too.
“We’d love to see more Turkey flights, or Israel for Tel Aviv, and eventually some long-haul options. We know Liverpool’s airline development team are looking at that.
“We’re getting lots of enquiries via email and social media – people have even been asking if we’re going to produce a brochure. They’re not all Liverpool-based clients either. It’s helping us expand our catchment area into Cheshire, Yorkshire and north Wales.”
Paul Winfield, Liverpool airport aviation development director, added: “Liverpool Airport Holidays has been introduced to give the region’s holidaymakers an easy way to access some fantastic package holidays, all with the benefits of flying from Liverpool airport.
“This is the start of Liverpool Airport Holidays product, with further exciting developments planned as we continue to increase our range of airlines and destinations.”