APT is targeting a substantial 30% increase in trade bookings for 2024, driven by a notable rise in wave sales from the previous year.
- Brad Bennetts, head of sales for the UK and Europe, emphasises the strengthened sales team’s pivotal role in achieving a 42% sales increase during the wave period of 2023.
- The team’s expansion has led to collaborations with over 100 new agents, indicating a significant outreach improvement.
- Strategic focus on regions like Scotland has yielded impressive results, with a 74% sales increase, showcasing unexploited market potential.
- APT is addressing discounting challenges in the industry by enhancing value through offerings like cabin upgrades rather than price cuts.
APT has announced an ambitious goal to increase trade bookings by 30% in 2024. This objective comes in the wake of a successful wave period, during which the company saw an uptick in sales compared to the prior year. Brad Bennetts, the head of sales for the UK and Europe, expressed confidence in reaching these targets, attributing the expected growth to the enhanced capabilities of their sales team.
Bennetts highlighted the strategic investments made to bolster the sales team, which is now the largest APT has ever had in the UK, comprising eight members. This expansion has been instrumental in driving a 42% growth in wave business for 2023 compared to the same period in 2023. Notably, the expansion facilitated engaging over 100 new agents, whose partnerships further validated the team’s successful outreach.
Targeted regional strategies have been crucial for APT. The company has focused on areas like Scotland, which previously had no dedicated presence. This strategic decision has already borne fruit, with sales in Scotland seeing a remarkable 74% rise from previous years, underscoring the untapped potential of specific regional markets.
In addressing industry-wide concerns about discounting, APT is adopting a stance focused on adding value rather than reducing prices. Bennetts argues that heavy discounting devalues the product, which can impede agents’ ability to sell effectively. Instead, APT has opted to enhance its offerings with value-add promotions such as free cabin upgrades, positioning themselves in a competitive market by highlighting quality and value.
The forward-thinking strategy also extends to future sales, with the 2025 itineraries showing promising early results. Despite having been available for only a few weeks, sales for the upcoming premium products, which include two new ships, have already increased by 27% compared to last year. Bennetts emphasises that while there are challenges ahead, the strategic approach taken thus far places APT in a strong position.
APT’s focused initiatives and strategic sales enhancements forecast robust growth and expanded market presence in 2024.
