Sarah Nightingale, Abba Voyage

Tell us about your role, your journey to this position, and how your work contributes to your organisation’s success

I worked for Delfont Mackintosh Theatres as Education Manager for many years, where I was responsible for managing all school bookings across the company’s eight theatres. The role also involved developing and coordinating a wide range of education initiatives, including workshops, backstage tours and other curriculum-linked events.

I was made redundant during the COVID-19 pandemic. Three years ago, I joined ABBA Voyage to establish its Groups department from the ground up. My previous experience at Delfont Mackintosh Theatres gave me a strong understanding of the needs of group bookers and extensive experience of working with large-scale group sales.

Over the past three years, the Groups department has become a significant contributor to the commercial success of ABBA Voyage, building strong relationships with schools, travel trade partners and other group organisers, while helping to drive attendance and revenue.

What has been the most rewarding experience or achievement in your career so far?

By building a large base of loyal, returning group bookers while continuing to attract new clients, we have established a strong reputation for exceptional service. This has led to industry awards, voted for by both our peers and our customers.

What’s the best piece of advice you’ve received, and how has it influenced your approach to work?

Approach every booking as if it’s the customer’s first. Never assume they know how the booking system works taking the time to explain the process clearly and make it as straightforward as possible.

What trends or innovations are shaping your sector, and how has the landscape shifted since Covid?

Electronic ticketing is making the booking process much more streamlined and leaving less room for mistakes. This has been a major change since Covid.

What exciting projects, goals, or plans does your organisation have in the next 12–18 months?

We are launching an education programme for local schools.

Tell us one unique fact or story about your business that people might not know.

There is a live 10 piece band.

As a member of BETA, what have you found most valuable, and how has it supported your business growth?

The networking events and workshops has put us in touch with organisations that we can hopefully work with.

In your view, what are the biggest challenges, threats, and opportunities facing youth, student, and educational travel in the coming years, and how is your business preparing to meet them?

Cost, travel, and other guests’ resistance to large groups of youths. How we will meet them: We have a very good educational price. The venue is very easy to get to either by public transport or coaches. The atmosphere encourages the audience to sing and dance and have fun. The more noise, the better. No one will be telling them to be quiet. The songs of ABBA are accessible to and known by all ages and demographics.