Escorted tour and cruise operator APT has reported its monthly sales have “nearly” returned to the levels seen in 2019 – which was a record year.
Paul Melinis, UK and Europe managing director, told a Travel Weekly webcast that sales are bouncing back thanks to the easing of restrictions in the UK and Europe, and support of the travel trade.
The operator has also introduced “fantastic” offers in the market to encourage bookings and take advantage of demand in the UK.
“We have been in a fortunate space this year. Although we are an Australian business, this is certainly the year of the UK,” he said.
“While we are certainly out of the survival stage and into the emergence stage, I would say that they [Australians] are certainly two or three months behind.
“But that gives us the opportunity to really look at what we’ve got on the river and enable us to sell more in the UK market.”
He said the first cruises on new river cruise vessel, Travelmarvel Vega, were just available for UK guests.
Now it is also selling seven and 14-night cruises in Europe, plus 14-night APT cruises from Amsterdam to Budapest, as well as Croatian coastline sailings on two small yachts: Lady Eleganza (pictured) and Princess Eleganza.
The escorted tours side of the business is also coming back, with sales to Canada and Australia.
Melinis said APT had a “great opportunity” at the recent Clia convention in Budapest to showcase Travelmarvel Vega to 250 delegates, before any clients had boarded the ship.
“For agents to be able to sell river cruising properly, they’ve got to experience the ships,” he said.
“The biggest thing that came out of the conference for me was people saying ‘although Travelmarvel is a four-star brand, this ship feels like a five-star ship’. It’s very contemporary, the design is timeless.”
He also hailed the “fantastic prices” in the market, commenting: “We’ve got prices at the moment out there that have never been seen in market before and as certainly are the best deals in market.”
Melinis highlighted discounts on the Croatian cruises; savings and upgrades on Travelmarvel Vega; a buy-one-get-one free offer on APT’s Magnificent Europe sailing; and a free upgrade on the Rocky Mountaineer for the Travelmarvel Reflections of the Rockies and Alaskan cruise tour.
“I’ve just booked my own holiday to Croatia and in height of summer you’re looking at a hotel night in Dubrovnik at around £300 per night – and when you look at seven nights on an inclusive Croatian cruise…at a price point of £1,395, then you can see that really is outstanding value for money.”
APT has also launched a three-part incentive programme for travel agents called ‘Book today and sail away’, and enhanced benefits for its employees, as rising sales mean it is continuing to recruit new staff.
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