Grand UK Holidays reports 80% surge in luxury coach bookings

Grand UK Holidays has reported “strong” forward bookings for 2026, including an 80% year-on-year increase in sales for its premium Gold coach itineraries during peaks.

The mature travel specialist offers 36 Gold tours, representing about 15% of its overall programme.

Six new Gold itineraries in England and Wales have been added to the portfolio for 2026, including Eden Project & Cream of the South West; Lincolnshire Luxury & Tale of Two Cities; Severn Delights & The Glorious Wye Valley; and Cheshire Gold & Chatsworth House.

Kirsty Laifa, sales and marketing manager at parent company The UK Holiday Group, said: “Overall sales for Grand UK Holidays’ 2026 departures are tracking well ahead of last year, with notable growth in the flagship UK programme, European tours and cruising.

“The standout performer this peaks season is the Gold coach holidays range, which continues to resonate strongly with customers seeking enhanced comfort, premium hotels and a more inclusive escorted holiday experience.

“The sharp uplift in Gold bookings highlights growing consumer appetite for added value, upgraded service levels, more legroom, hassle-free door-to-door service, quality product and a seamless end-to-end journey.”

Andrew Rix, head of tour operations, said: “The early booking signals we’re seeing for 2026 are incredibly encouraging.

“An 80% uplift in Gold bookings shows that customers are actively choosing premium escorted travel, and with strong growth across UK, European and our cruise programmes, we’re entering the 2026 season with confidence.”

Lyn Arnold, trade manager, urged agents to contact her for training about the Gold tours or other support such as promotional posters.

“After talking to our customers and agents, customers are opting for that little bit of extra luxury to treat themselves,” added Arnold.

Laifa said Grand UK Holidays is building on its premium success with the introduction of a new luxury Gold coach for 2026.

The 44-passenger vehicle – which has more legroom than standard coaches, plus Wi-Fi and USBs – will eventually replace the existing Gold coach.