For tour operators, travel agents, transport and attractions
Every good travel business has something customers can't get anywhere else. ValuNova helps you define it, make sure the right customers find it and see that your team and partners deliver it every time.
Sound familiar?
Demand is there, but margins are tight, customers compare everything and the way people plan and book trips is changing fast.
Customers only compare us on price.
Comparison and aggregator sites make every product look the same. Margins get squeezed even when demand holds up.
Our costs are rising faster than our prices.
Wages, fleet and supplier costs keep climbing. Protecting margin per passenger or per visitor gets harder every season.
Customers find and plan trips differently now.
More people ask AI tools and social platforms for ideas. Younger travellers value expert advice, but only from brands with a clear, credible offer.
The experience depends on people we don't fully control.
Suppliers, drivers, guides and frontline teams all shape the experience. One weak link shows up in reviews and NPS.
Sources: MMGY Travel Intelligence Portrait of European Travellers 2026 (AI use), ABTA Travel Trends 2026 (travel professionals), ALVA 2025 visitor figures, UK Government National Living Wage rates, BVRLA state of UK rental.
What good looks like
The businesses growing margin, not just volume, share a few things in common.
How we help
We start with your proposition: what you offer, who it is for and why they should choose you over the competition. Get that right and your products, channels and teams all work harder.
| The challenge | What we do | What it moves |
|---|---|---|
| Competing on price | Define a clear proposition customers value beyond price and build it into every product and message. | YieldConversionPrice premium |
| A tired or unfocused product range | Review the portfolio, cut what doesn't earn its place and develop new products for growing segments. | Margin per passengerNew segments |
| Low ancillary revenue | Design extras, upgrades and add-ons customers actually want, and sell them at the right moment. | Attach rateSecondary spend |
| Too much reliance on third parties | Give customers a clear reason to book direct and align your website, offers and pricing behind it. | Direct shareDistribution cost |
| Hard to find in search and AI | Make your offer clear and consistent across your website, partners, search and AI tools. | VisibilityEnquiries |
| Inconsistent customer experience | Map the end-to-end experience, set standards around your proposition and bring frontline teams and partners with you. | NPSReview scoresRepeat rate |
| Rising operating costs | Rationalise contracts and apply practical AI and automation to routine tasks. | Operating costEBITDA |
Every recommendation comes with a clear business case, so you can see what each change should return before you commit.
Results I've delivered
Results from senior commercial roles in some of the best known names in UK travel.
revenue in two years from a new Club Class proposition
Virgin Holidaysrevenue growth in year one after promotion to lead the worldwide region
Virgin Holidaysactivity and family holidays launched to reach a younger customer base
Explore Worldwidetours revenue turnaround in six months
Telegraph Travelguaranteed supplier revenue, up from £800k the year before
Telegraph Travelincremental margin from a new direct channel proposition
Avis Budget Grouponline ancillary conversion in the first year
Avis Budget GroupNPS after a customer experience redesign across 750 employees
Northgate Vehicle Hirerevenue growth over three years across bus, coach and airport services
First BusHow it works
Every business is different, so the work starts with the issue that matters most to you, whether that is margin, product, customer experience or all three.
A thorough review of what drives your performance: customer feedback, product range, pricing, channels, competitors and the experience itself.
Clear, prioritised recommendations and a practical plan, with the business case behind each one. That could be a sharper proposition, a product plan or a set of quick wins.
As much or as little support as you need to put the plan into action, from hands-on delivery with your team to regular check-ins.
Why work with me
I have bought from suppliers at tour operators, sold to travellers in travel retail and run products, pricing and frontline teams in transport. I know how each part of the chain makes money and where it loses it.
You work with me directly from start to finish. No handoffs and no junior team.
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A short conversation is usually enough to see whether I can help and where to start.
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