Abercrombie & Kent has said trade sales are increasing "month-on-month" with 30% of this year's bookings coming from new-to-brand agents. 

The luxury tour operator hosted 45 trade partners at an event in London on September 22 where attendees were invited to speak to product representatives from across its brands, which also include Cox & Kings and Sanctuary Retreats. 

Five agents at the event won places on Abercrombie & Kent fam trips to South America, Europe, India, Asia and the Middle East.

Speaking at the event, director of sales and business development James Coughlan said the trade channel was “increasingly important” to the brand. 

“Our trade sales are increasing month-on-month and have been since the start of March. We really do appreciate your support and we do not take it for granted. What you have delivered for us this year has been fantastic so thank you very much indeed.”

He added: “New agent penetration is at about 30% this year so we’re targeting new agents and they’re coming to us. 

“Our investment to the trade doesn't stop with what we've done in 2022. We’ll be putting more tactical incentives for the trade and giving you the support you need for your business.”

Coughlan added that Abercrombie & Kent has added 20 members of staff to its sales team over the last two months to “improve service levels” and turn quotes around more quickly. 

“We’ve put that investment into the trade and hope that's going to be repaid tenfold next year,” he added. 

The event also highlighted a new ‘Book 3, Sail Free’ agent incentive, which allows agents to earn a free cruise for themselves and a guest on an eligible luxury expedition sailing when they book three staterooms on any A&K luxury expedition cruise departing between November 1, 2022, and January 31, 2024. 

The incentive forms part of the operator’s Luxury Expedition Cruise (LEC) programme which helps agents maximise their sales revenues in the segment. 

Cox & Kings also recently launched its Worldwide 2023-24 brochure, which featured an agent offer where clients can receive a complimentary private chauffeur UK airport transfer when they book any small group tour for 2023 by October 31, 2022. 

Image: Agents at the event. Credit: Abercrombie & Kent