After 13 years, Deben Travel is relocating from its high street location to embrace a new chapter in a picturesque waterfront setting. This strategic move promises better working conditions, focusing on staff well-being.
Despite the anticipated financial loss, this change is driven by owner Lee Hunt’s commitment to enhancing quality of life for his team. The former high street site is being transformed into a sweet shop, marking a new venture for the business.
Strategic Relocation
Deben Travel owner Lee Hunt is repositioning his travel agency from the bustling high street of Woodbridge, Suffolk, to a quieter, waterfront development. This move, although less profitable, underscores a commitment to improved staff conditions and mental well-being. Hunt acknowledges the potential financial impact, estimating a loss of up to £1 million due to the location change.
Innovative Business Expansion
The high street premises, under a seven-year lease, will be renovated into a sweet shop named ‘Sweets’, launching in early July. Featuring 75 sweet bins, American confectionery, and a mini Ferris wheel, this unique concept aims to cater to events. By diversifying into confectionery, Deben Travel seeks to leverage cross-selling opportunities, particularly for event-based sweet cart hires.
Enhanced Work Environment
The new Deben Travel location at Whisstocks Place is set to open on June 4. It offers a larger space with modern amenities, including separate offices and a kitchen area. Such enhancements aim to address the limitations of the former site, which lacked sufficient desk space and privacy.
Staff will now enjoy a dedicated area for breaks and more suitable working conditions.
Customers have raised concerns regarding the less accessible location. However, Lee Hunt remains assured in his decision. He highlights the need for more space, as the previous location could only accommodate four desks, forcing paperwork to be conducted on the shop floor.
The relocation underscores a dedication to staff satisfaction and mental health. Hunt expresses a willingness to endure short-term financial losses for long-term employee benefits.
The shop’s quirky furnishings, including airline seats and a telegraph pole, aim to attract a younger clientele. This creative approach not only enhances the aesthetic appeal but potentially increases engagement with a broader audience.
Transition to Appointment-Based Service
Despite the focus on appointments, the agency remains accessible to walk-ins. This flexibility ensures continued service to all clients, balancing between scheduled consultations and spontaneous visits.
Recruitment and Staff Development
The relocation facilitates the hiring of new staff, with Emily Nunn joining as a trainee agent. This move not only expands the team to six members but also allows for potential specialisations. Future plans include assigning roles to cater to specific travel inquiries, such as cruises, capitalising on the agency’s previous experience with Cruise Ready, a subsidiary that closed during the pandemic.
The strategic diversification into sweets presents opportunities for cross-selling between the travel and confectionery sectors. Wedding clients hiring the sweet cart might also book honeymoons, while families planning holidays could receive incentives like ‘golden tickets’.
Lee Hunt emphasises his passion for sweets as a driving force behind this business decision. By converging these two interests, Deben Travel seeks innovative ways to enhance customer engagement and business growth.
Vision for the Future
Deben Travel’s creative furnishings and its scenic new location are pivotal in its strategy to draw a contemporary demographic. Hunt hopes to retain the current, predominantly senior clientele while also appealing to younger, social media-savvy customers.
Client engagement strategies include leveraging the shop’s unique elements, such as airline seats, to offer an enriching experience. These features aim to foster social media interaction and consequently, broaden the client base.
Hunt expresses confidence in the move’s potential to integrate travel and confectionery ventures, ultimately enriching the brand’s value.
The forward-thinking relocation reflects both an adaptation to market conditions and a commitment to staff and client satisfaction alike.
Emphasis on Staff Well-being
Lee Hunt acknowledges the significance of providing a pleasant working environment. This approach not only fosters employee satisfaction but also contributes to improved service delivery, aligning with contemporary business principles.
Conclusion
Deben Travel’s relocation marks a strategic shift, aligning business operations with staff well-being and customer service improvements. This bold transition, while financially challenging, exemplifies a dedication to enhancing workplace quality and client experience.
Deben Travel’s innovative relocation promises to reshape its business landscape by prioritising employee welfare and customer satisfaction. This venture combines traditional values with new opportunities, ensuring future adaptability.
The integration of a sweet shop demonstrates creativity, supporting the agency’s growth. This strategic approach signifies resilience and a commitment to a balanced, prosperous future.
