UK short breaks specialist Great Little Breaks plans to take up to 200 travel agents on fam trips this year as it aims to capitalise on record trading in March.
The operator, part of Hotelshop UK, held its first fam last week, taking 10 agents from Seaside Travel to London on a two-day trip.
The educational visit was supported by Imperial London Hotels and LNER, with the agents getting the chance to watch Mamma Mia and see attractions such as The Tower of London.
Chris Cundall, trade relations director, said: “The plan is to take up to 200 agents to London – fam trips are brilliant.”
He said experience with fams during his time at short breaks specialist Super Break showed they prompted a 35%-55% increase in sales in the three months after the trips had taken place.
More: Seaside Travel to expand with fifth shop
Domestic operators see surge in demand for London bookings
Great Little Breaks switched to work with the trade after Super Break parent Malvern Group went into administration in 2019.
Cundall said trading in the first two weeks of March was the company’s “best ever” thanks to strong sales to London and increased marketing.
It avoids marketing during January and February as tour operators focus on overseas peaks campaigns, he explained, but since the company ramped up advertising in March, trading has gone “brilliantly”, Cundall added.
He pointed to particular success with new products, such as a Luxury London and Paris Break; Easter and coronation weekends; and events such as Newcastle United’s Carabao Cup final at Wembley.
“Some of the trading has been amazing – we’ve had big groups such as 28 people going to see Tina Turner, which was nearly £12,000. The average booking value for UK breaks is £400,” he said.
“Abba Voyage has been massive – and bookings tend to be for four people instead of two and they tend to stay two nights.
“There are strong theatre products too – Mamma Mia was full and nearly all the top shows are like that as people want to get back to the West End.
“The agents loved the trip – some had never been to London or a West End show.
“Mamma Mia is one of the most fantastic musicals in the West End and they loved it.
“They had an emotional reaction and they will go back and tell everyone about it.
“The agents travelled to London in first class on LNER and back in standard to get a full overview of what clients can experience.”
He added: “We’ve had two summers of Covid [2020 and 2021] and in 2022 people wanted to get back overseas.
“This year, we hope more people will want to get back to London – it’s great for agents’ businesses.
“Our top agents are doing four, five or even six bookings a day for London. There is huge demand out there and more agents are asking us for training.”
He highlighted other successes, such as offers promoted to agents for Frozen while the show was being featured on Ant and Dec’s Saturday Night Takeaway, and a package to see Lionel Richie at Blenheim Palace which sold 100 tickets in just over 24 hours.
“UK breaks mean no airports, no passports and no currency exchange worries,” said Cundall.
“Overseas holidays can be very expensive but London can work out cheaper, easier and quicker – and a package with us is protected.”
