Newmarket Holidays has brought out a content-led campaign to promote 2022 holidays with a headline offer of 10% off.
The campaign: Reconnect. Reimagine. Rediscover. has discounts across all of the operator’s escorted tour programmes for 2022 and 2023, on bookings made until February 28. Lapland and river cruising holidays are not included.
Newmarket is expecting the recent easing in travel testing requirements for those returning to the UK to release pent-up demand among holidaymakers from the last two years.
The campaign aims to inspire customers, boost confidence and incentivise them to book, according to the operator, which has circulated the offers with travel agents and across its direct channels. It offers price parity across all channels.
Richard Forde, head of trade sales, said the operator felt “both cautious and positive” for this year, adding the company could be flexible to adapt to any changes in travel requirements.
Prior to the Omicron variant’s impact on demand, the operator was enjoying “healthy bookings for 2022 and 2023”, said Forde.
He added: “We expect to recover to those levels and beyond pretty quickly and we are already seeing positive signs.”
The campaign is a deliberate attempt to offer more support to agents during their conversations with clients, rather than incentivising sales, he added.
He said: “We are very hopeful travel restrictions will remain much simpler for the long term, vaccinations programmes will be further advanced in many countries and customers will be moving forward with their travel plans after pausing them for two years.
“Our content-led approach will therefore help customers reconnect with the world, reimagine their travel plans and rediscover their wish-lists.”