Travel firms are planning some of their largest turn-of-year campaigns to date amid predictions of an extended peak sales period.
Operators are aiming to deliver powerful promotions to capitalise on continued sales momentum, while some agents say their campaigns will be their biggest yet.
Jet2holidays will run a multimillion-pound promotion which will include a “heavyweight TV campaign”, video-on-demand and YouTube content, and social, digital and national radio advertising. The operator has increased its trade team to 20 staff in recent months.
Jet2holidays travel agent relationships director Alan Cross said: “We are looking ahead with real confidence; we think this will be a very strong peaks and we’re well positioned to capitalise on it.”
Trade-only brand Classic Package Holidays will launch its “most far-reaching peaks activity ever” on December 28 under the slogan ‘It’s all about you’ [agents].
The Globus group, which includes Cosmos Tours, Globus and Avalon Waterways, has also announced its strongest-ever campaign.
Hays Travel, which has trained 148 cabin crew to work in branches during peaks, said it expected shops to be busy from the first weekend in January.
Director of strategy Lisa McAuley said the retailer had invested in a “comprehensive” marketing campaign and would make the most of having a Hays Travel ‘branch’ on ITV soap Coronation Street.
Commenting on operator activity, she said: “We are seeing a greater depth and breadth of promotions than we’ve ever experienced before.”
Barrhead Travel president Jacqueline Dobson forecast record-breaking weeks. “We’re preparing for an incredibly busy peak season in January, which we’re predicting will extend well into February and possibly early March,” she said, adding shop hours would be extended.
Dobson said reminding clients why to book with an agent was “more important than simply advertising deals”. She added: “In terms of getting stand-out during peaks, we’re focusing on our main asset – our people.”
The Advantage Travel Partnership will also emphasise the value of agents. Its ‘Value Packed’ promotion will focus on how independents can find the best deal whatever the customer’s budget. A targeted social media promotion will celebrate bookings and create ‘FOMO’ [fear of missing out], underpinned by the hashtag #ThatJustBookedFeeling.
Chief commercial officer Kelly Cookes said clients could be more cost-conscious, adding: “Conversions could be slower initially as people ensure they are getting the best value.”
Fred Olsen Travel director of retail Paul Hardwick said the agency would run its “largest peaks marketing campaign ever”, including a 48-page sale magazine.
“The hope is business will be even more buoyant in 2024,” he added.
Premier Travel retail managing director Paul Waters agreed: “This peaks will see our biggest amount of promotional activity to back this [positive] outlook up.”
The large-scale plans come as travel firms continue to enjoy strong sales. Tui this week reported “demand momentum continues” into the current winter season and summer 2024. It reported UK winter bookings up 9% and its UK summer capacity 24% sold, with bookings 6% up year on year.