Africa & Beyond is set to enhance its trade sales through strategic initiatives, just a year after a significant management restructuring.
- The company plans to introduce bespoke training, fam trips, and robust sales support to strengthen its brand presence and boost trade sales.
- After a management buyout, Africa & Beyond has increased its sales team and conducted successful marketing campaigns, leading to plans for further growth.
- Despite the challenges, the luxury travel operator aims for organic and steady growth, focusing on tailored and international destinations.
- Feedback highlights the potential for Africa & Beyond to fill a niche in the market for specialised travel services.
Africa & Beyond, a luxury tour operator, is poised to significantly bolster its trade sales through a series of strategic initiatives. The company is planning bespoke training programmes, familiarisation trips, and enhanced sales support, aiming to raise awareness of its brand and drive up sales. These plans come a year after the company underwent a management buyout, which saw key changes in its leadership team.
The recent management buyout was marked by a major restructuring, with sales director Jamie Taylor increasing his stake in the business and new shareholders coming on board. The transition also involved the retirement of the company’s founders. Since then, the operator has expanded its sales team, adding three new members, and launched a trade marketing campaign in collaboration with consultancy 3FOR.
The company has already witnessed a considerable increase in sales, thanks to a marketing campaign and a successful fam trip to South Africa. Encouraged by these results, Africa & Beyond is now exploring the prospect of online training for agents, more fam trips, and possibly hiring a business development manager. The operator previously had such a role before the pandemic.
There is a notable emphasis on collaboration with agents, who represent 95% of the company’s sales. The operator is focusing not only on Africa but also on offering exclusive tours to the Indian Ocean and the Middle East. A deal with The Advantage Travel Partnership and membership in The Specialist Travel Association are pivotal in their strategy.
Feedback from agents has been insightful, revealing an unexpected reliance on generalist operators for Africa travel. This feedback has highlighted an opportunity for Africa & Beyond to fill a gap in the market with its specialized services. Managing Director Matt Purser emphasised the need for a mixed approach to support, including both online and in-person training.
While the company has no specific growth targets and aims for steady, organic growth, it has successfully renewed its Atol licence, projecting a stable number of around 1,000 passengers. The focus remains on maintaining a profitable business model at a comfortable pace.
Africa & Beyond is strategically positioned for growth, leveraging its expertise in luxury travel to enhance market presence while focusing on sustainable expansion.
