Domestic coach tour operator Alfa Travel is targeting sales growth through travel agents as it works with the trade in Scotland for the first time.
Employee-owned Alfa Leisureplex Group (ALG), the parent company of Alfa Travel and Leisureplex Hotels, bought Scottish coach operator David Urquhart Travel in 2020 and recently rebranded it as Alfa Travel Scotland.
The group said it is investing in “ambitious plans” and developing its commitment to trade sales.
Emma Russell, Alfa Travel managing director, said: “Our trade sales throughout 2023 have been growing and we are continuing to invest in our UK travel trade partnerships as we look forward to 2024.
“We also are delighted to be able to introduce our product to the Scottish travel trade, through Alfa Travel Scotland.
More: David Urquhart Travel rebrands to Alfa Travel Scotland
“Our valued agents recognise the excellent value and service our holidays provide, which sees lots of repeat business and customers booking multiple holidays with us.
“Alfa Travel’s product aligns with current trends, such as value for money and solo travel, and we’ve seen the travel trade respond incredibly well to the holidays we have to offer, which have seen significant growth in the number of customers choosing to travel with Alfa over the last two years.”
Alfa Awards will take place on February 10, 2024, at Queens Hotel in Blackpool to recognise and celebrate travel agents “for their hard work and care of mutual clients”.
The operator has also extended its loyalty bonus offer until the end of January, so customers who book two or more coach or self-drive breaks by January 31 receive a £10 per person discount on each holiday booked. All offers throughout the year can be applied to travel agent bookings.
The Lancashire-based group now has 24 hotels in its Leisureplex collection, as the Royal Hotel in Weymouth and the Waverley Castle Hotel in Melrose joined in December 2023.
The operator specialises in UK breaks for the 65-plus age group and, following customer feedback, it redesigned its brochures and printed communication to include easy-to-read and bigger fonts.