Gold Medal brands report ‘strongest trading days’ over payday weekend

The January payday weekend paid off for Gold Medal Travel Group with booking volumes up by almost a quarter.

The dnata Travel UK brands claimed the two strongest trading days in their history on the last two days of January. 

Booking levels were up by 22% over the same period last year, which at the time represented the group’s best-ever trading performance. 

The group, consisting of flagship brand Gold Medal and sister brands Pure Luxury, Cruise Plus and Incredible Journeys, noted continuing “robust” demand for travel, with with “considerable growth” for the Far East and Indian Ocean.

Gold Medal attributed the success to a combination of competitive and tactical pricing, product range and enhanced agent support, including increased headcount, 360-degree peaks campaigns across all four brands, and new search and compare web functions that have enabled travel agents to convert enquiries more effectively. 

Group trading director Simon Owen said: "These results demonstrate that when you hold your nerve and maintain confidence in your products and proposition, consumers respond. 

“The travel industry has weathered many significant headwinds in recent years, but this past weekend proves that demand is not only resilient, it’s stronger than ever. 

“We’ve trusted in our strategy, backed our people, and invested in the right partnerships, and our customers – our agents - are rewarding that commitment."