Incredible Journeys, a brand under Gold Medal, is poised for significant growth as it aims to expand its operations dramatically.
- The brand, having already achieved a turnover of £20 million, is set to become a powerhouse with projections of reaching £50-100 million.
- Key to this expansion is the development of a specialist network in the touring and adventure sectors, similar to the cruise industry.
- Incredible Journeys has aligned itself strategically with the Association of Touring and Adventure Suppliers (Atas) to foster this growth.
- Efforts are underway to educate agents and adapt new strategies to boost confidence in selling touring products.
The managing director of Gold Medal, Simon Applebaum, shared his ambitious vision for the Incredible Journeys brand during a recent webcast. The brand, which has shown rapid growth since its relaunch approximately two years ago, is currently valued at £20 million. However, Applebaum is optimistic about its potential to expand into a £50-100 million business, capitalising on the growing popularity of touring and adventure travel.
Central to this growth strategy is the initiative to develop more touring and adventure specialists within the travel agency sector. Applebaum highlighted the importance of this endeavour by referencing the cruise sector, where specialist knowledge has driven business success. He tasked colleagues Sarah Lancashire and Karen Fletcher to spearhead this initiative, aiming to align the demographics of touring with those of cruising.
Additionally, an emphasis is being placed on enhancing the confidence of agents in marketing and selling touring products. Applebaum pointed out that many agents involved with Incredible Journeys are already successful, albeit the market is still underrepresented on social media platforms. By increasing visibility and expertise, Gold Medal aims to make agents more proficient in handling inquiries and promoting these journeys.
Incredible Journeys’ association with the Association of Touring and Adventure Suppliers (Atas) plays a pivotal role in its expansion plans. According to Applebaum, collaboration with Atas is crucial for furthering the education of agents and establishing a robust specialist network. He believes that this partnership will significantly contribute to the brand’s objective of advancing its market presence.
The ambitious growth of Incredible Journeys is seen as a substantial enterprise opportunity, marking a new chapter in Gold Medal’s business trajectory. This development reflects a wider industry trend towards increased demand for unique and specialised travel experiences.
Incredible Journeys stands on the cusp of a transformative phase, poised to redefine its market presence significantly.
