It’s been quite a journey for Miles Morgan Travel since launching in 2006. Despite many of founder Miles’s friends and colleagues openly questioning the wisdom of his decision to buy 10 shops from Thomson and start his own empire, fast-forward to 2019 and the 15-branch (soon-to-be 16) miniple is booming.
It’s become a mainstay for holiday shopping in the south west and parts of Wales, no doubt because of the company’s ability to evolve and adapt to a changing market.
While Miles Morgan Travel took home the title of UK & Ireland’s Top Touring and Adventure Agency in 2018, it has only redoubled its efforts in the sector over the past year. Miles describes selling touring and adventure holidays as “fundamental to what we do”. All staff are trained in selling touring and adventure holidays and are encouraged to take part in educational trips and training.
Indeed, Miles Morgan Travel has dedicated personnel on hand to host group trips, with one agent in the Abergavenny branch so passionate about the sector she orchestrated an escorted trip to the Calgary Stampede for her farming friends – distributing flyers at the market – which sold out.
The agency has introduced “prosecco appointments” for customers who want to spend time looking at options, and the fizz has even been taken on the road to various farmers’ markets and fetes, which Miles himself loves to attend.
So keen is the agency to spread – or help unlock – enthusiasm for touring and adventure holidays in the area, it doubled its marketing activity for touring and adventure in April and September last year, creating a dedicated 38-page brochure (a growth of six pages on last year’s) for clients, and sent out themed emails to a tailored database in both of those months.
The company trialled touring and adventure TV advertising during those months, for the first time.
This commitment to the sector has helped the company to a 126% rise in touring and adventure sales year-on-year and clients certainly seem happy, with a 4.9/5 score on independent review site Feefo.