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Q&A with Robin Deller, CEO of Imagine Cruising

20 Aug 2014

Following the latest travel concession deal between Stuttafords and Imagine Cruising, Robin Deller, CEO of Imagine Cruising, provides some insight to the advantages and benefits of holiday hopefuls having in-store access to a range of cruise destinations and holiday hotspots.

Q&A with Robin Deller, CEO of Imagine Cruising

Stuttafords and leisure holiday and cruise experts, Imagine, have signed a pioneering concession deal giving travel shoppers in-store access to a range of sensational cruise destinations and holiday hotspots, incredible cruise and holiday deals and expert knowledge to craft the best leisure breaks.

What are some of the advantages of opening a concession store in conjunction with a brand such as Stuttafords?

Robin Deller: Stuttafords is a luxury brand offering an elegant, aspirational shopping experience to discerning customers seeking exclusive, quality ranges. This perfectly matches the product and experience offered by Imagine.

By aligning its brand with Stuttafords, Imagine benefits from a captive audience of loyal shoppers who are the right target market for its cruising and holiday packages, while Stuttafords offers its existing customers and prospective customers an additional, convenient and classy travel consultation service in-store.

What is the popularity of travel concessions in the UK?

Deller: In terms of the popularity of travel concessions in the UK, I refer you to the following press articles:

Virgin Holidays opens first outlets in Sainsbury's

Travel agent to sell holidays in John Lewis

Kuoni to open stores in John Lewis

John Lewis to double its Kuoni concessions

What are the benefits to customers of expanding Imagine's activities in South Africa from call centre to retail?

Deller: The concession store is another distribution channel to reach Imagine's target market of customers. Just as we have the successful call centre, and the online site allowing customers to package their own holiday, so too we are now offering another convenient channel for customers to engage with Imagine.

The fact that these retail stores are located in an area where people are already in a shopping mindset, and as mentioned above, within a respected brand such as Stuttafords, lends further convenience and credibility to the shopping experience.

Will this new travel concession not compete with travel agents?

Deller:The opening of a concession store by Imagine would bring the same level of competition that the opening of any travel agency would in South Africa. We are committed, however, to ensuring that our customers value the expertise of and role played by travel agents in our dealings with them. We support all industry efforts to highlight the importance of travel agents in organising travel.

Why should I come to Imagine and not book directly with suppliers?

Deller:Using a travel agent gives customers specialist travel expertise, access to great travel deals and recourse in case your travel plans go awry. There is so much information on the internet about travel, a good travel agent like Imagine will help you cut through the online clutter and find the package or travel option that best suits your needs through credible suppliers with which they have strong relationships. Would you cut your own hair just because you have a pair of scissors? Would you diagnose a disease, just because you know how to Google WebMD? Travel is a high-ticket item and it should be left to the professionals.