When Cotton Travel opened its new store in Sunderland on Saturday (31 October) at 9.30am, there was quite the reaction.
Within seconds, the high street agency was filled with customers, many of whom had been patiently queuing outside. And within minutes, enquiries for everything from Jet2holidays packages to Sandals retreats were being converted.
And then, within an hour, the shop hit its sales target for the full day. This momentum only continued into the afternoon – by closing time, the team had achieved nearly triple their original target.
“It was probably the most successful launch we’ve ever had,” Cotton Travel owner Josh Cotton told TTG.
‘Dedicated to Scott’
This overwhelmingly positive reception to Cotton Travel Sunderland isn’t just luck. Scott Lawton, Cotton's Head of Retail, has gradually been building a loyal client base in the city over the past several years, despite not actually being based there.
“This store is dedicated to Scott because of his commitment to servicing the city,” Josh said. “He has such a big database in Sunderland. He's been taking calls from customers at like 2am. He was turning over £2 million a year. People cannot believe the amount Scott takes out of Sunderland. Now it stays in the city.”
Scott’s ties to Sunderland run deep. Born and raised in the industrial hub, he has been a well-known figure to locals for decades.
Even after leaving his job at Nissan’s manufacturing plant to become an overseas holiday rep, he’d always wanted to return one day.
“It’s a really proud moment for me, opening a shop where I’m from,” Scott told TTG. “People I haven't seen for years were coming in to say hello. It’s been great to see.”
Scott also credits his large family and network of friends for supporting him, adding most of his Sunderland enquiries come from “word of mouth.”
Being close to his mother, who has been unwell, has been another major incentive for the opening. “The top and bottom of it is that it’s a personal move,” said Josh. “Scott’s from here, and he needs to spend more time with his mum.”
‘Underestimated city’
Despite the city’s history of deprivation, Josh believes there is a lot of commercial opportunity in Sunderland. “I think it’s super underestimated because it’s got some wonderfully affluent areas around it,” Josh said. “There’s some good GDP coming through here.”
He also pointed to the onset of Sunderland’s regeneration programme in 2015, which has seen £3 billion in investment after decades of economic decline.
“It’s had such a rejuvenation, and I’ve seen so many improvements over the years I’ve been visiting,” said Josh. “There’s a reason why so many travel hubs are here.”
One of those hubs is Hays Travel, which operates its headquarters just a seven-minute walk from Cotton Travel Sunderland. Seaside Travel, Now Lets Travel and Dawson & Sanderson are also all nearby.
“It’s a bold move, but we’re definitely not here to agitate anyone,” Josh said, before adding that he’s been heartened by the level of support from his competitors.
“Now Lets Travel came into the store yesterday and gave their best wishes, and PTS have also said wonderful things.”
Layout of the store
The layout of Cotton Travel Sunderland is another sign of the brand’s evolution. Inspired by the modern design of Apple stores, the floor is furnished by several workstations with high stools. “It’s a bit like a breakfast bar with a kitchen island in the centre,” said Josh.
"We’re moving away from traditional desks because we feel everyone’s doing that and it’s just had its time.” He emphasised that desks are still available, however, for those customers who require them.
Perhaps Cotton Travel Sunderland’s crowning feature, though, is its exclusive booking lounge. Located on the shop’s first floor, this VIP space offers clients the choice to book their trips in total privacy – and a bucket of champagne, should they fancy it.
New appointments
The opening of Cotton Travel Sunderland has also seen the appointment of several new faces. Aaron Petty, formerly of Seaside Travel and Hays Travel, has been recruited as Branch Manager after besting more than 150 applicants for the role.
“I’ve never met a person like Aaron,” said Josh. “He’s got the passion, the forward thinking and the drive. He is always trying to enhance the client’s experience.”
Aaron is now keen to go further at Cotton Travel under the mentorship of Josh, whom he calls his “travel inspiration". “I really connect with him,” the 24-year-old told TTG. “I’d been following him for a while before I applied for this role, and we are very similar.”
Meanwhile, Tracey Frankish-Creed has joined Cotton Travel as Marketing and Partnerships Manager after 10 years at Humberside airport. “It was huge to appoint Tracey, because she’s so well known in the North,” Josh said.
‘Flagship store’
Cotton Travel Sunderland is fast on its way to becoming the group’s star branch, with Josh predicting it will become its flagship store “within 12 to 18 months".
“I believe we’ll overtake our first store in Cottingham in sales,” he said. “There’s 360,000 people here and we’ve got a great team. I’m really excited about this one.”
When asked about opening more stores, Josh said any decisions will be driven by Cotton Travel’s “brand values” rather than location. “I will absolutely travel for the right opportunity,” he said. “I’ll never say never to anything.”
