Agency credits ‘simple values’ for 93% Net Promoter Score

A travel agent who achieved a “world-class” Net Promoter Score says some retailers have lost sight of the “old-fashioned, simple values” that drive high customer satisfaction.

Essex-based Westway Travel achieved a NPS of 93.6% in the Aito Travel Insights 2025 report – the highest-scoring agency across 37 companies surveyed. The average score was 67.1%.

Roy Barker, director of customer data and insights company Spike, which carried out the survey, said: “You’d be hard-pressed to find a better NPS anywhere – it means nearly all Westway Travel’s clients are so happy with the service they’d recommend the agency to friends and family.”

Managing director Ian Prior said his motto is to keep the sales process simple, set clear expectations and be honest and open with customers.

“Do the simple things correctly,” he said. “We are a modern-thinking company with old-fashioned values. We keep our service very simple and we set expectations early in the conversation. It’s almost like we [the industry] have lost those old-fashioned values and simplicity.”

Prior, who started working for Westway Travel 44 years ago after it was acquired by his father, has two branches and employs 10 staff.

January sales were 40% up on last year and overall sales for 2025 are about 20% up.

The business spends £5,000 a year on printing clients’ travel documents, including flight tickets.

Prior said: “While I agree with digital processes, I believe our clients need our support with paper copies of itineraries so if they have a problem with their mobile phone they have the information to hand.

“We are not talking about complicated marketing or about IT and use of AI – we’re just talking about doing a really good job for people. Some companies have lost sight of that simplicity.”

Prior stressed the agency had also embraced the digital age while adopting a ‘back to basics’ approach.

He said: “We have social media accounts that are growing but that’s all part of the mix. The most important thing as far as I’m concerned as a retail travel agent is the conversation with the client.”

Aito Agents chair Gemma Antrobus described Westway’s score as a “remarkable achievement”.

She said: “Such a high score is rare and highlights the trust and loyalty they have built with their clients over the years.”