Advantage Travel Partnership agents witness a significant boost in bookings and revenue for 2024, reflecting a robust recovery and growth.
- Bookings increased by 6% and revenue by 10% year-on-year, with destinations like Spain, Greece, and Turkey driving sales.
- Cruise, touring, and mass market have seen the most substantial growth, contributing 16%, 12%, and 10% respectively to the bookings.
- The trend towards short-notice bookings continues, with 42% of summer trips being booked and completed within 12 weeks.
- New customers and a revived interest in long-haul and niche destinations illustrate the evolving travel preferences, benefitting the partnership.
Advantage Travel Partnership agents have experienced a promising upswing in their operations this year, as bookings for 2024 have risen by 6% compared to the previous year, and revenue has jumped by 10%. This growth comes on the back of a strong 2023 and is strengthened by increased capacity for 2024, with popular destinations like Spain, Greece, and Turkey leading the sales figures. In particular, Tenerife maintains its status as the number one destination, holding a steady 6% share of business traffic. It is evident that location preferences play a crucial role in the partnership’s success.
The sectors of cruise, touring, and the mass market are notable contributors to this surge, as they now respectively account for 16%, 12%, and 10% of total bookings. Such a movement highlights a shift in consumer preferences towards these travel experiences, ensuring they are prominently positioned in current marketing strategies.
An ongoing trend observed is the inclination towards short-notice bookings, with two-fifths of summer 2024 bookings made and completed within a 12-week window. This could be attributed to last-minute deals, favourable UK weather, or budget considerations. Such dynamics suggest a changing landscape in consumer behaviour, prompting agents to adapt their approaches to meet these new demands.
The October half-term period has seen a 15% rise in bookings alongside a 25% revenue increase compared to the previous year. Similarly, Christmas travel bookings are up by 6%, with revenues also climbing 14%. The outlook for 2025 is already promising, with year-on-year departure numbers increasing by 10% and revenues up by 13%, indicating that travel demand remains strong.
Long-haul destinations in the east, such as Thailand, Japan, Vietnam, and Australia, are witnessing renewed interest. Additionally, there is a noticeable rise in demand for ultra-all-inclusive options, multi-generational travel, cruising, sports and music tourism, and travel during shoulder seasons. These trends reflect a broadening of travel horizons and an expansion in market diversity, catering to various interests and budgets.
New customers are flocking to Advantage agents, with leisure travel seeing a 79% rise in new clients, predominantly aged 35-54. Lesser-known destinations are gaining traction, with 27% of members noting increased demand. Furthermore, cruises and luxury holidays are enjoying heightened popularity, with cruise interest specifically noted by 72% of respondents.
On the business travel front, 69% of respondents from the Global Business Travel division have reported securing more new business in 2024 than in the previous year. These findings underscore the dual success in both leisure and business segments, showcasing the partnership’s comprehensive growth.
The consistent rise in both leisure and business travel bookings underscores a thriving period for Advantage Travel Partnership, pointing towards a strong performance in 2025.
