Operator refocus to sell through trade
Wednesday, 09 Dec, 2009
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A long-established operator specialising in sales through media groups and magazines is to start selling via travel agents.
A change of ownership at Suffolk-based Arena Travel has led to the company seeking to boost sales of its specialist holidays through the trade.
The switch of focus comes with a move to larger premises and the introduction in the new year of a TAS Topic+ browser-based, agent-friendly booking system, a redesigned website and a new customer marketing database.
Arena was established in 1972 and runs gardening and antiques tours, quilting holidays, and music trips including tailored packages for Elvis Presley and Queen fans.
An expanded programme for 2010 includes long stays with targeted activities for the mature market, book-based tours and gastronomic trips.
New owner Ali Naqvi, who took over at Arena following senior marketing roles with Cosmos, First Choice, Stella Travel and Page & Moy, is now actively seeking to increase its presence in the travel retail sector.
“Traditionally Arena has sold its holidays through partnerships with media groups and specialist magazines. But now we want to grow the business by working with independent travel agents as well,” he said.
“We are actively seeking partners for whom we can provide a service, be that enabling their clients to join our existing tours, or using our expertise to put together programmes and packages for customers with particular interest areas.
“If an agent wants a specialist holiday tailored to its customers’ specific needs, Arena can provide it – no matter how strange the request.”
Previous owner David Wade, who headed the business for 37 years, remains in a sales and consultancy role.
He said: “The time has come for me to hand over the Arena reins to someone new.
“I am confident Ali has both the experience and the vision to take the company to the next level, and I foresee exciting times ahead.”
by Phil Davies
Phil Davies
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