Icelolly.com is preparing to celebrate it’s 10th birthday- a significant milestone- and the company is keen to show how it has grown up in the last decade, starting with it’s plans for expansion. The changes can be traced back to 2013 when there was a £17 million management buyout, allowing the company to move to larger offices in Leeds.
The buyout was led by the former Chief Executive who left in 2014, replaced by Andrew Latham on an interim basis. Latham is now the full time Chief Executive and with a background in hospitality, is very enthusiastic about the role. He has created a strategy to further develop the brand and move it forward.
Latham said: 
“We want to be the UK’s leading holiday comparison website. We want to be the best. People come to our site for price, it’s clearly a huge driver, but we also want to give people a range of product, so that they ‘think holiday, think Icelolly’.”
He said that the new strategy involved four pillars- an inspiring, personalised service, retaining independence, keeping playfulness and lastly, always offer great quality.
He also outlined some key performance indicators for the business:
“We have 20 to 25 million visitors, with 50% completing a detailed search. We generate circa one million calls per annum. We have remarkably high customer satisfaction on those numbers. Our Net Promoter Score is 45 to 58, which is pretty good when you set it against brands such as Microsoft (48), Apple (49), Amazon (62), Tesco (8) and Waitrose (42). ”
Icelolly currently works with 25 trade partners on the site and has introduced much stricter criteria which partners must adhere to, including a code of conduct.
