MyTravel returns to cruising with retail venture
MyTravel is aiming for up to 70,000 bookings in the first year of operating its new retail cruise business.
The Cruise Store will sell the UK’s main operators through the 650 Going Places stores, via a call centre and on line through www.thecruisestore.co.uk.
The website will allow people to search for and book cabins in real time and will also have detailed moving pictures of the inside of ships.
The Cruise Store will be run by Gary Wardrope, who previously headed MyTravel’s ski operation and was most recently commercial director at the Travel Channel.
“I think it’s the right time to come back to the company and this is an exciting venture. I’m aiming for 5-7 per cent of the 1m passenger cruise market in the first year,” he said.
“We have a big database at Going Places, so we will definitely cross market,” said Mr Wardrope. “People who go on holiday to Florida will be asked if they want to consider cruising.”
Going Places commercial director Steve Barrass said this was a low risk operation which could return high revenues and margins.
“We did have four ships, but as from May 2005 we won’t have any as part of our consolidation,” said Mr Barrass.
“By selling other companies’ cruises we can be more flexible and move out of high risk operating.”
The Cruise Store will offer holidaymakers a ‘satisfaction and money back guarantee’.
“If the cruise does not match up to what you have been led to expect, or you experience quality issues whilst away, you will be brought home and given a refund,” said Mr Wardrope. “We are absolutely committed to getting this right.”
There will also be a guarantee to match any other advertised price for a cruise, if the company is informed of the difference before the booking is made. This will not apply to special offers, discounts or promotions.
Mr Wardrope said in the future The Cruise Store would create its own packages by buying cabins and selling them with airline seats.
“We need to get bonding sorted out to do that so we’ll look at that in the future,” he said.
The branding will make no mention of MyTravel, as the new venture wants to distance itself from the financial problems associated with its parent company.
“I think we were probably one of the first companies to talk about a single brand but over the last two years all the publicity about MyTravel has been negative,” said Mr Barrass.
“It wouldn’t make sense to promote that name now. Going Places has a good reputation and there’s no plans to change the names of the shops.”
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