Dnata Travel Group has relaunched its touring and adventure brand Incredible Journeys to the UK travel trade with a dedicated campaign that will build on momentum established since the turn of the year, which has seen a more than four-fold increase in bookings for touring and adventure holidays compared to the same period in 2022.

 

The relaunch campaign is spearheaded by the publication of an 84-page ‘Little Book of Incredible Journeys’ brochure, which has been sent to over 250 agencies this week, as well as being made available for download from www.goldmedal.co.uk. The brochure, which showcases the new Incredible Journeys look and feel, contains details of over 30 expertly curated tours selected by Incredible Journeys experts, drawing on their unrivalled knowledge and the support of a wide selection of partner suppliers.

 

Additionally, agents booking with Incredible Journeys until 14th May who email their booking reference to win@goldmedal.co.uk will be entered into a prize draw to win a holiday to Costa Rica with G Adventures, or to Vietnam with Intrepid – with those bookings also entitling them to an improved Farebank Reward of up to £500 per booking. They can also win weekly prizes by following the new dedicated @IncredibleJourneysAgents Facebook and Instagram pages that have been set up – where they’ll also see the latest news, offers, agent incentives and updates from the Incredible Journeys team.

 

During the first two months of the year, and whilst in a soft launch phase with only a handful of key partners, Incredible Journeys saw a 425% increase in bookings compared to the same period last year, as well as a 55% increase in average booking values. The most popular region for bookings was Asia, followed by Africa and South America, with the highest volume of the bookings made for travel in July and October 2023.

 

Commenting on the relaunch, dnata Travel Group B2B Managing Director, Simon Applebaum, said: “The relaunch of the Incredible Journeys brand is the next piece of the jigsaw as we strive towards our goal of offering agents a complete range of tailor-made product and expertise that cannot be bettered. It perfectly complements Cruise Plus, Pure Luxury and our flagship Gold Medal brand as a demonstration of our team’s knowledge and reputation for building complex itineraries, and the level of support they offer agents. Furthermore, we can call on the insights and input of an unsurpassed array of suppliers who we can rely on to deliver amazing travel experiences.

 

“Touring and adventure bookings have been some of our biggest winners in a start to the year that’s been positive across the board. In 2022 we began laying the foundations for the Incredible Journeys launch with the creation of a specialist sales team, the appointment of a dedicated Touring Product Manager, have become actively involved with ATAS, and have a series of events planned with key suppliers in the months ahead designed to showcase our touring expertise to agents across the country. This campaign is just the first step in what we’re confident will be a landmark year for the brand – and our touring offering as a whole.”

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