Inspire Europe to donate 1% of peaks profits to supporting dementia care
James ChappleCheshire-based Inspire Europe has launched its first-ever "giving back" campaign, which will see it donate 1% of the profits it makes during peaks to efforts supporting dementia care.
A small portion of the proceeds from sales achieved this January and February through Inspire’s online and call centre operations, plus its 90-strong network of homeworkers, will be donated to Dementia UK – a specialist nursing charity providing dementia support and advice.
"Holidays are integral to memory making, both pre and post dementia diagnosis," said newly promoted Inspire Europe chief executive Lisa Henning. "As a team, we therefore felt Dementia UK would make a fitting beneficiary.
“When we mention a percentage of the sale will be donated to the charity, customers are very complementary."
Inspire has provided its homeworkers more than 250 marketing assets to support peaks business and to drive engagement, including destination guides, sales materials and personalised content.
"We have delivered more support to our independent travel advisors this year than ever before," Henning continued. "They also had six weeks of training in the run up to peaks to make sure they are fully prepared for what we hope will be a really strong trading period for them."
Henning characterised trading since Christmas as "robust", with "strong" Boxing Day sales and an "impressive" first post-Christmas Saturday (28 December).
"We’re exceeding last year’s Christmas performance, with growing consumer interest across all channels, particularly online, and sales for cruise and immersive travel experiences also especially strong," she added.
"Margins are holding up and it’s certainly been an encouraging start to peaks with some of our homeworking team even taking bookings on Christmas Eve."
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