The Globus family of brands is targeting double-digit sales growth in 2024 as it promised a peaks campaign designed to “get the trade excited”.
The group’s recently appointed managing director Lesley Taylor, who was promoted in July after nearly 30 years with the business, said the turn-of-year activity for Cosmos Tours, Globus and Avalon Waterways was its strongest ever.
She also hailed the importance of the brands’ agent partners and confirmed she was “loving” her new role.
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“Travel agents are essential,” said Taylor, adding: “We support agents and we’re grateful for their business.”
Among the features of the peaks campaign is a doubling of the new ‘welcome back’ credit, meaning customers will qualify for a double discount on their next holiday if booked by February 29.
Other offers include savings of up to £700 per couple on touring packages and the introduction of fixed prices on selected Avalon Waterways sailings.
Agents will receive a £50 Love2shop voucher per booking until the end of February and will also be entered into a prize draw to win one of two trips – a river cruise or a tour – with a plus-one.
“I think this is as strong a peaks campaign as we’ve ever had,” said Taylor, who was promoted from her role as customer experience director following Giles Hawke’s departure as UK chief executive.
Fam trips are being lined up with Avalon in 2024 as the operator bids to showcase the strength of its offering. “We’re going to get as many travel agents out as possible to see the Avalon product up close, because seeing is believing,” Taylor added.
The trade currently accounts for half of sales across the group’s brands, with agent bookings up 20% in the past year and on course to increase substantially again in 2024.
“We’re looking for double-digit growth for 2024 and we’re already tracking to plan,” said Taylor, who joined Globus in 1994.
The brands are in the process of recruiting a business development manager for the southeast, which will boost the sales team to five members.