Shrewsbury-based agency Peakes Travel Elite has hailed the impact of its Luxury Travel Showcase, saying the annual event makes “a huge difference” to sales.
The event, now in its fourth year, will take place on November 2 at a decommissioned church five minutes from the agency’s store in Shrewsbury town centre.
It will bring together a selection of tour operators, including AE Expeditions, Kirker Holidays, Oceania Cruises, InsideAsia and Celebrity Cruises, to meet with the agency’s clients and begin holiday planning for the following year.
Peakes Travel Elite’s managing director Claire Moore told Aspire that the idea for the showcase was born when the agency noticed gaps in its sales pipeline and realised it “needed to stimulate something”.
“Pre-pandemic, we used to do the event in spring, but then we came to a point in 2021 when we realised we haven’t actually got much in the forward bookings for Q3 and Q1 of the following year,” she said.
Moore described the decision to host the showcase as “a big investment”, but one that has paid off, as the event now drives a significant portion of the agency’s sales.
“Last year, we saw instant revenue within literally the first week [after hosting the showcase],” Moore said. “November, which is when we held our show, was as successful as January. It has made a huge difference for us.”
As well as boosting bookings, Moore believes the Luxury Travel Showcase has helped the independent agency cement its identity among the local community, as it “makes sure that our [the agency’s] presence and our brand is being respected and being bolstered”.
Moore attributes much of the event’s success to Peakes Travel Elite’s “most loyal customers” who have helped the showcase become an important date in the local community diary.
“When we first introduced the event, it was very much based upon need. But now, it’s almost become like people expect it,” Moore said. “People love it, they look forward to it and some potentially even change their holiday plans to make sure they’re here for it. It’s quite a social space.”
Pictured: The Peakes Travel Elite team at last year’s Luxury Travel Showcase
