Premier Holidays eyes growth in 90th anniversary year

Premier Holidays forecasts growth in 2026, which will see a host of initiatives to mark the independent operator’s 90th anniversary.

 

It has already unveiled its biggest ever peaks incentive – offering agents the chance to win one of 14 “dream” holidays – and plans more promotions and events to celebrate its landmark birthday.

 

Debbie Goffin, sales and marketing director for Premier Holidays, said: “This year has been a successful, profitable year, in line with expectations.

 

“We’re very much anticipating a strong 2026, with lots of activities for our 90th anniversary, and we anticipate growth next year. We are independent, private and profitable.”

 

She said the company has seen an increase in solo travel, especially in UK and Channel islands, and multigenerational holidays.

 

Another new trend seen this year is “multi-stacking”, with clients booking more than one holiday in one transaction.

 

The booking patterns are also “very polarised”, with clients currently making late bookings for January departures, while others are booking for late 2026 and early 2027.

 

“Direct debits are helping with those bookings that are way in advance,” added Goffin.

 

More: Premier Holidays expands long-haul range

 

She said the peaks incentive – offering fam trips to 12 long-haul destinations plus Jersey and Guernsey – has “gone down very well” with agents who are “super excited”.

 

Marketing material and assets are available to help agents to stimulate business during the turn-of-year period, and there will be destination-themed events such as Thai cook-offs and South African wine tastings.

 

However, she noted the market is currently a bit slower.

 

“November and December were slower than we anticipated because of the Budget,” she said.

 

“The Budget was so late – but it wasn’t as bad as people thought – but now people are waiting for Christmas.

 

“We’re sitting on some amazing quotes but they are just not converting. I think that will happen in early January.”

She said the operator didn’t have Black Friday offers and heard feedback from agents that the period was good for cruise but not for other product types.

 

Other peaks initiatives include a price guarantee to 2027, low deposits of £60 per person on Channel Islands bookings and savings on key itineraries. The company will also be releasing selected holidays with £90 deposits for its 90th anniversary.

 

Goffin highlighted how Premier Holidays sells about 90% of its holidays via the trade, adding: “They are massively important; it has always been about the trade for us.

 

“We have constantly had a trade-first strategy.

 

“We do tailormade, complex holidays and agents benefit from our expertise.”

She said five new colleagues joined the call centre in September and October, in time to be trained for peaks.

 

“Agents say our staff are amazing because of their specialist knowledge – that’s a USP for us,” she said.

 

The company has about 50 call centre staff plus three business development managers visiting agencies to help with training, and attending events and consumer shows.

 

Premier Holidays will also meet agents during the Aito KickStart 2026 conference (January 10-11) in Leicestershire, as it has recently joined the association.

 

Another initiative for 2026 will be the return of the ‘famoliday’ scheme of ‘mini familiarisation’ trips, which saw 60 agents visit the Channel Islands and Isle of Man in 2025.

 

“We had amazing feedback and it resulted in bookings,” she said.

 

The programme in 2026 looks set to feature the Channel Islands and a long-haul option.

 

Later in 2026, the 90th anniversary celebrations will continue with charity collaborations, a 90th birthday party in June and more ‘fun’ events with agents.

 

The privately owned, independent operator, part of the Premier Travel Group, can trace its roots to 1936 as a local bus company in Cambridge.

 

It developed into a network of travel agents then expanded into tour operating with the launch of its Channel Islands programme in 1979, chartering flights from Cambridge airport.