The Gold Medal Travel Group is investing in the expansion of its specialist touring, luxury and cruise brands as part of the B2B supplier’s plans for growth in 2023.
Simon Applebaum, managing director, told a Travel Weekly webcast that Gold Medal will remain as the group’s flagship brand, offering premium tailor-made holidays – but there will be a greater focus on developing its sister brands: Pure Luxury, Incredible Journeys and Cruise Plus.
He joined the company in November 2021, when it had been positioned “for survival” during the difficult times of the pandemic, with the specialist brands seen almost as sub-brands.
Over the past eight months, he has been looking at its assets and strategies for growth, and seeing how the brands “all stand up in their own right”.
He is expanding the specialist teams, while investing in technology, marketing and tools for agents to take advantage of the potential for growth in each sector.
“We’re really putting our money behind these strategies and doing what we’re calling specialism at scale, because Gold Medal has such a breadth of product,” he told the webcast.
“We’re in a fortunate position of being able to have all the upsides of contracting on volume, and technology, but also able to put in teams that focus on nothing but their specific brand.”
He said the adventure and touring brand Incredible Journeys has been “almost dormant” during the pandemic because of low demand and “us not spending any time really focused on it”.
However, looking at prospects for 2023, he anticipates touring and adventure holidays will “surge back” so he is investing in the team by hiring specialist contractors and marketeers to focus on the sector.
“We see it as probably the one that will rebound fastest, and has the most exciting growth potential,” he said.
He said Cruise Plus will be a £20 million-plus business, while Pure Luxury is double that figure.
Pure Luxury has expanded its team, ensuring post-booking changes are managed better, and taking on more ambassadors who have many years of working with high-net-worth individuals.
They are supported by concierges who can book extras such as romantic restaurants and golf tee-off times, and it includes Marhaba, which offers services for transfer passengers in Dubai.
Cruise Plus offers agents the chance to book bonded itineraries that feature ocean and river cruises along with the option for pre- and post-cruise land tours.
Applebaum said cruise sales have seen record week after record week, adding: “This has surpassed all of our expectations.”
Furthermore, the river cruise sector is seeing more awareness among consumers and agents, offering the trade yet more opportunities, he said.
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