Active Travel Group reports a 26% rise in half-year sales, reaching £27m, marking a remarkable achievement in the travel industry.
- Wilderness Group experiences a 45% increase in sales, credited to substantial growth in premium custom bookings.
- Ski Solutions sees bookings grow by 19%, outpacing last year, with Norway emerging as the top destination with a 75% rise in bookings.
- Italy witnesses significant growth in weekend trip demand, boosted by new flight routes and value-for-money luxury stays.
- ATG’s strategic innovation in ski and travel sectors continues to drive impressive revenue growth and profitability.
Active Travel Group (ATG) has reported an impressive 26% increase in half-year sales, reaching £27 million, reflecting a strong performance in the travel sector. This growth is spearheaded by its subsidiary, Wilderness Group, which recorded a 45% surge in sales attributed to outstanding growth in premium custom bookings.
Ski Solutions, another branch of ATG, has reported a 19% increase in bookings compared to the previous record year. Particularly noteworthy is the significant uptake in bookings to Norway, which have soared by 75%. This growth is largely due to the addition of Gausta and Narvik to their offerings, making Norway their fastest-growing destination for the second consecutive year.
Italy has also seen remarkable growth in demand for weekend trips. This resurgence in interest is supported by the introduction of new flight routes from Gatwick to Turin via British Airways and the appeal of luxury hotel offerings that provide value for money. Such developments have positioned Italy as a key player in ATG’s growth strategy.
Stevie Christie, managing director of the Wilderness Group, highlighted the growing trend towards two-wheel travel and wildlife-focused trips. The popularity of wildlife-themed adventures is partly driven by the plethora of nature documentaries available for streaming, with Shetland becoming a notably favoured summer destination.
Craig Burton, ATG’s chief executive, remarked on the company’s robust performance and the admirable Net Promoter Score of 82 achieved across Wilderness brands. He emphasized the promising trajectory in summer bookings for 2025 and the potential of new trade partnerships anticipated for 2026 and 2027.
ATG’s commitment to innovation in skiing and travel services continues to deliver substantial revenue and profitability. By expanding their offerings and refining the customer experience, ATG remains a prominent force in the niche travel market.
Active Travel Group’s latest financial results underscore its strength and strategic foresight in the travel industry.
