Idle Travel will open its second branch, in the West Yorkshire town of Saltaire, this summer with the Jet2holidays brand set to feature on the shop fascia.
Owner Tony Mann revealed plans for a second store last year after receiving £10,000 in marketing funds from Jet2holidays’ Scale Up Your Street promotion, which has already supported seven shop openings since its launch almost a year ago.
The branch will have a similar look to the agency’s existing Bradford shop but the fascia will include ‘Jet2holidays booking centre’ in the top right corner.
Mann has signed a five-year lease on the shop and plans to use its windows for promotions ahead of its opening “in a couple of months”.
“We were one of the first to see Jet2’s potential,” he said. “You have to get the balance right but it will quickly get people through the door.”
Saltaire is a Unesco World Heritage Site, three miles from Idle Travel’s Bradford store. “The shop is on a very busy road with a bus stop outside, so our window is a big marketing opportunity,” added Mann.
Idle Travel first opened 43 years ago in the village of Idle, before moving to its current location in an out-of-town shopping centre.
Mann said: “It’s the right time [for a second shop]. Saltaire has a lovely feel and is full of independent shops.”
A 3D illuminated sign is planned for outside the agency, while inside there will be digital screens, lightboxes, four desks and Jet2-branded chairs.
Mann is recruiting for a manager and three sales consultants, including an apprentice. “The most important thing is getting the team right,” he said.
Existing staff will be drafted across to help initially, with Mann and his daughter Jodie overseeing the branch. Mann’s grandson Tyler, an apprentice with Idle Travel, has created an artist’s impression with AI of how the shop could look.
Jet2holidays director of travel agent relationships Alan Cross said he was “delighted” about Idle Travel’s new store, adding: “It is fantastic the Jet2holidays brand will be permanently featured on the shopfront, which is testament to the incredible partnership we have with Tony and the team.
“Our Scale Up Your Street campaign is all about supporting independent agents and boosting the high street – and this is a perfect example of that.”
