Inspire Europe is donating 1% of profits to Dementia UK throughout its peaks campaign running until the end of February.
The ‘giving back’ initiative for the charity started over the Christmas period and covers all sales achieved through the company’s online and call centre operations, and also on sales made through its 90-strong Independent Travel Advisors home working business.
More than 250 marketing assets, including destination guides, sales materials and personalised content, have been provided to help home working agents drive engagement with customers.
The ‘Dreams, Sunshine and Discovery’ campaign was launched at Inspire’s inaugural Christmas event for its independent travel associates hosted in Manchester and supported by Newmarket Holidays, Expedia and Ratehawk.
Inspire Europe chief executive Lisa Henning said: “Holidays are integral to memory making, both pre and post dementia diagnosis, and as a team we therefore felt that Dementia UK would make a fitting beneficiary.
“When we mention that a percentage of the sale will be donated to the charity, customers are very complementary.”
She added: “We have delivered more support to our Independent Travel Advisors this year than ever before, and they also had six weeks of training in the run up to peaks to make sure they are fully prepared for what we hope will be a really strong trading period for them.
“Our trading performance since Christmas has been robust, with strong Boxing Day sales and impressive results on the first post-Christmas Saturday.
“We’re exceeding last year’s Christmas performance, with growing consumer interest across all channels, particularly online, and sales for cruise and immersive travel experiences also especially strong.
“Margins are holding up and it’s certainly been an encouraging start to peaks with some of our home working team even taking bookings on Christmas Eve.”