Pure Luxury to highlight ten travel trends in peak sales campaign

Pure Luxury is to run a peak sales campaign based on ten travel trends it has identified for 2023.

The Gold Medal Travel Group-owned brand is one of three separate peak sales campaigns being run during January and February. The others are for sister trade-only brands Gold Medal and Incredible Journeys, and for CruisePlus.

This compares with one campaign last year and supports the company’s strategy to operate dedicated, specialist brands at scale, each with its own marketing, sales and product teams.

Pure Luxury’s campaign, Travel Trends 2023, goes live on January 3, 2023.

It identifies 10 key travel trends, from travel with a conscience to bucket-list trips.

A ‘printed book’ of destination information and offers will be distributed to 130 luxury agents. This highlights the different trends and gives details of what is driving each travel type, the operator’s key partners, and features 60 properties.

The book, which does not feature prices, details itineraries from regional airports and is backed up by a dedicated microsite of hotel information, offers, social media assets and will be updated with new airline offers as they go live.

The campaign incentive, in partnership with Qatar Airways and One&Only Resorts, offers 12 places across three Pure Luxury fam trips to the Maldives, South Africa and Malaysia.

Agents who make package bookings during peaks will be put into a price draw with winners revealed at the end of the campaign. Dates have yet to be confirmed for the trips.

Spot prizes will also be announced in weekly prize draws based on package bookings made by agents during the campaign.

The dnata Travel Group-owned operator has pledged to open on every Sunday in January for the first time since pre-Covid as well as on the January 2 bank holiday and between Christmas and New Year to service trade bookings.

Marketing director Sarah Lancashire said: “This is the biggest campaign we have ever done in terms of marketing activity across our brands.”

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