BTA sponsor profile

Shearings is probably best known as one of the UK & Europe’s largest coach tour operators, but it also offers air, rail, cruise and hotel breaks to more than 170 destinations in the UK, Europe and worldwide, from hundreds of departure points.  Shearings also owns and operates 46 hotels in the UK.

TravelMole spoke to Shearings’ commercial director Caroline Brown about the company’s long-term involvement with the British Travel Awards.

What do you hope to get out of the sponsorship?

The British Travel Awards is the most prestigious travel industry accolade, they’re voted for exclusively by the people who matter the most, our customers. By sponsoring the event we’re looking to further raise the profile of the Shearings brand and build more awareness of our diverse product portfolio among our target audience.

As part of our sponsorship package, we also provide transfer for all attendees to the venue by luxury Shearings coach, which offers us great visibility in front of top decision makers in travel and related business sectors. The award night is also great for connecting with other industry colleagues.

More than 1.25 million consumer votes were made last year via the BTA website where your company is featured on the home page. Are you happy with this level of brand awareness?
We’re very happy, which is why we’re keen to sponsor the event every year. The partnership provides us with effective promotional opportunities to showcase the brand via print, online and social media platforms and reach a broad audience with an interest in travel.

Do you think the association with the BTA’s has heightened the company’s profile in the industry/with consumers?
We believe the alliance with the BTAs, emphasises Shearing’s position as one of the UK’s leading tour and hotel operators. The event is one of the industry’s most celebrated accolades and is easily the most recognisable amongst consumer and industry professionals, so to be associated and acknowledged in the competition is a true benchmark of excellence and one that we’re really proud of.
We often display the British Travel Awards winners’ logos on our website, advertisements and brochures as we strongly believe it has a positive effect on customer perceptions when shopping for a holiday.

Tell us about the actual Awards night – what do you like about it?
The British Travel Awards Gala Night is considered the must-go-to event for top decision makers in travel and related business sectors and we love being involved every year. The night is always so glamorous with a fabulous guest list, making it a truly magnificent occasion to dress up and reconnect with fellow industry professionals in a fun atmosphere.

You receive a table at the Awards as part of the sponsorship package. Who do you invite as your guests?
We like to invite our employees as a testament to their hard work and contribution to the business successes and achievements over the years. We also invite our partners and suppliers as the night is great for networking in a relaxed and informal environment. The BTAs is one the most anticipated nights in the travel industry calendar and it’s important that we celebrate it with the people who make winning possible every year.