Travel Republic poised for brand marketing push, reveals Dubai parent

By Travolution
By Travolution
May 28, 2014 02:38 PM GMT

Leading UK online agent Travel Republic is poised to launch its first offline marketing push.

The Kingston upon Thames-based retailer, which was bought by dnata more than two years ago, has until now grown purely through online marketing.

The shift to also include offline comes after other major web brands such as Booking.com and Skyscanner.net launched high-profile TV campaigns.

Iain Andrew, senior vice-president of travel services at dnata, said there were plans to launch something “very soon” but would not reveal details although he indicated various options were being assessed including television.

“Google will always be an important part of the market but there are a lot of other channels now,” Andrew said.

He added that it was vital Travel Republic also has a strong app marketing strategy and mobile offering.

Moves into other overseas markets, in particular in the Middle East to countries such as Saudi Arabia, are on the table.

But Andrew said dnata was keen to consolidate the retailer’s position in countries in which it is already active: the UK, Ireland, Spain and Italy.

The firm recently announced the departure of its final remaining founder, chief executive Paul Furner, who is to explore new opportunities. Chief commercial officer Chris Roche is also leaving this summer.

Andrew said the next generation of Travel Republic management were experienced.

“It’s over two years now since the buyout and we have been quite focused on making sure that the next level down is strong.”

Supporting them is a new Travel Republic India office with 25 IT developers based in Bangalore, which Andrew said doubled the size of the unit. Andrew said dnata was recruiting for three key roles: an international director to drive overseas expansion and two more commercial positions.

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