Inside Travel Group to boost trade training and incentive programmes

Inside Travel Group has unveiled plans to boost its trade training and incentive programmes as it looks to expand its destination portfolio and grow family sales.

The specialist operator launched its first tours in India in September and plans to add two further destinations next year, taking the total to 13.

Inside Travel Group co-founders Simon King and Alastair Donnelly said the trade was “incredibly important” to its growing business, currently making up 42% of UK sales, but there was room for growth.

“We need to do a better job of showing the value across all of our destinations to the trade,” Donnelly said. “The big challenge we face is the fact we are known as ‘the Japan people’, so you can get typecast.”

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He said the operator would deliver more training to “make it easy” for its trade partners to book Inside Travel tours across Asia, and will also bring back its Agent Insider Programme incentive next year with a new prize.

Increasing the number of family customers by at least 25% would also be a focus for next year, he added.

King said families currently account for up to 20% of the operator’s customers and that this segment of the market would be “front and centre” in 2026.

He urged agents to recommend Inside Travel Group for family holidays that offer “eye-opening cultural experiences and fun”. 

Donnelly said: “The trade might think some of our destinations are not family destinations, but they are. I would like to see our family growth outstrip the rest of the business – we are targeting 23%‑25% [total] growth year on year.”

King said another priority would be the company’s “undertourism strategy”, which aims to take tourists to lesser-visited destinations.

Five locations have been identified in Japan, and there are plans to roll this out to other core Asia destinations next year.

The operator is on track to double room nights in these destinations from 500 in 2024 to 1,000 in 2025, and aims to double them again for 2026.

King said: “There is a real hunger for the dispersion of tourists across Japan and for more places to get the benefit of that, so we will double down on this so you will see a tangible impact.”

Inside Travel Group has also added small-group tours in the summer and winter, offering alternative times for people to travel.