Leger Shearings Group has reported a record-breaking January, with sales 86% up year on year.
The last day of the month saw the highest sales in any one day in the history of the business, and during January 2023 this record was broken 17 times.
The parent of escorted coach tour companies Leger Holidays, Shearings and Arena Travel, said bookings by travel agents were up 119% year on year.
Leger Holidays outperformed January 2019 and it already has more holidays booked for 2023 than departed in the whole of 2022.
Shearings, which was acquired by Leger Holidays during the first lockdown in summer 2020, showed a 34% growth against last January.
Arena, which LSG rescued in an administration deal a few months ago, met its sales targets.
Demand for domestic escorted coach holidays – a Shearings speciality – shows no sign of slowing while bookings for European holidays across all three brands have rocketed.
Leger Holidays and Shearings’ tours to Holland, featuring the famous Dutch bulbfields, were January’s best seller.
Liam Race (pictured), Leger Shearings Group, said: “It’s been a phenomenal January with records being broken and sales across all three Leger Shearings Group brands exceeding expectations – we are already on track to surpass our sales’ targets for the whole year.
“The fact that Leger Holidays exceeded January 2019 sales is a true indicator that the travel industry has bounced back and the appetite and confidence to travel has returned.
“2022 saw us make a significant investment across our marketing channels and we have continued to do so in 2023, which has paid dividends.
“The bold Leger Holidays’ ‘Are You In’ TV commercial has been particularly successful. The ad has been screened at prime times across many channels and includes a travel agent call to action.
“This, in conjunction with a substantial increase in our digital marketing investment, working alongside our marketing science agency, has driven repeat and new customer acquisition.”
Race added: “Some holidays, including the Dutch Bulbfields tours, are already so well sold for 2023 we are having to add extra capacity.”