Barrhead Travel hopeful of third consecutive year of record sales in 2025

Dobson said all of Barrhead’s segments had grown revenue significantly over the past 12 months, with land-based holidays up 16% and cruise up 13% to its highest level ever.

Sales and marketing director Nicki Tempest-Mitchell pinned the uptick in cruise revenue on Barrhead’s focus on growing and converting demand for river cruises.

“You may remember that last year, I made the commitment to grow our river cruise business with more training, more events, more exclusive products and by putting river cruise specialists in all of our branches,” said Tempest-Mitchell.

“We did that, and we’ve delivered 43% growth, with the Rhine, the Danube and the Douro being our top destinations.”

River sales were trailed by mainstream ocean cruising, for which Barrhead recorded a 14% year-on-year jump in revenue, which it put down to resilient demand for staple destinations such as the Mediterranean, the Caribbean and North America, as well as newer stops like Australasia.

Barrhead’s two standalone divisions – touring and adventure and the US – also saw revenue go up year-on-year by around a third.

Brilliant Travel, Barrhead’s homeworking and managed service travel partner (MSTP) operation, reported growth in both revenue and membership of 15%, according to director Linda Pyle.

"Our ambition is not being the biggest in the business,” said Pyle. “We prioritise quality over quantity. We will bring on new members who are passionate about travel and service, while continuing to help existing members expand their business."

Pyle said homeworking sales, specifically, had gone up by more than a quarter (26%) over the past year, while sales through MSTPs had increased by 15%.

Tempest-Mitchell highlighted how Barrhead’s growth over the past year had also gone "hand in hand" with its investment in marketing and social media.

She said Barrhead’s focus on increasing its Instagram following had paid off, with the tally now standing at 104,000. It also set up a dedicated social media sales team to aid conversion.

Tempest-Mitchell characterised performance in this area as "extraordinary", delivering growth of 105% and exceeding the initial plans the agency drew up in its business case. "The success underscores the fact social media is still evolving and is a vital and a viable way to generate significant revenue growth," she added.

Tempest-Mitchell insisted Barrhead would now set about smashing its records for a third consecutive year in 2025. "After such a phenomenal year, I have no doubt next year’s targets will be met with the same passion, resilience and dedication that make this team truly unstoppable."