Broadway Travel launched a new website this week to increase online bookings but bosses said it wasn’t trying to become an online travel agent.
The new site has been designed alongside a full rebrand, and attendees at the group’s annual overseas conference were given a sneak peak.
Technology provider to Broadway Top Dog has developed a bespoke platform for the site which went live on Monday.
Tim Buckman, chief marketing officer for Broadway, said the group’s former website was “hopeless” in terms of conversion rate.
Broadway generates around 3.2 million web visits a year but only about 1% are converted into a call or chat.
“The new website is not just about online bookings, it’s about calls and chats and online sales,” said Buckman.
“Our intention is to move online conversion up and I’m pretty confident we will achieve that with the new website.”
Broadway managing director Adam Pardini said: “We are going to build on the successful model we already have.
“We are not aiming to become an OTA. Would we like more online bookings? Yes, we would.
“But actually we will still have a prominent phone number [on the site] and online chat. The consumer experience is very important for us.
“The consumer will be able to do more online. Those that wish to call will be able to call.”
It is hoped the new site will allow Broadway to focus its efforts on channels that drive sales throughout the year.
Last year the group saw its cost per call rate fluctuate widely from around £3 to over an astonishing £200 in the August lates market on one of its channels.
Pardini said Broadway was 12 months in to implementing a three-year strategic plan for the business based on putting the focus on the customer.
“We are not quite there yet, we still have a long way to go,” he said. “However, I’m very pleased with the progress. We are getting more repeat clients.”
Broadway operates a number of brands including holidaydeals2go, Travel Interaction and Broadway Cruise, as well as the main brand.
Two of its travel agent brands, Directline Holidays and Qwerty Travel, have been closed but the traffic from those is being redirected to Broadwaytravel.com.