Peakes Travel Elite revamps store amid ‘most successful’ year to date

Shropshire-based agency Peakes Travel Elite has elevated its high-street store as the business celebrates its “most successful” year to date. 

 

The agency hit a total of £5 million in sales in 2025, with its average booking value increasing by 25%

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The refreshed space, which was unveiled in December, features a waiting area where clients can browse a selection of brochures and enjoy a coffee or glass of champagne. 

 

The agency has also reduced the number of one-to-one appointment desks in the downstairs area from five to three to create added privacy. 

 

Peakes Travel Elite first transitioned to an appointment-only model after the pandemic, reducing staff numbers from 15 to six and repurposing the store’s first floor into a space to hold VIP consultations. 

 

Speaking to Aspire, managing director Claire Moore said: “We wanted the main shop front to reflect our point of difference and increasing booking value by creating a space that makes people feel as comfortable as possible and offers a high-end experience.”

 

Peakes Travel Elite will continue to host in-store events such as its Meet the Expert series, which invites clients to learn about specific destinations with the agency’s operator partners. 

 

The first iterations of this event for 2026 will spotlight South America and Japan, destinations that performed “very strongly” in 2025. 

 

Moore also hailed the success of the agency’s annual travel show in November, which generated £240,000 worth of sales, doubling the revenue from the previous year. 

 

Looking ahead, Peakes Travel Elite plans to launch a cruise show this spring to meet the growing demand for luxury and expedition cruising. 

 

Moore said: “We’ve always had a really strong following for tailor-made and touring, but two of the team are travelling on expedition cruises this year, so I want to harness their expertise as the sector fits well with our customer demographic.”