Not in the Guidebooks has experienced significant growth in trade support, particularly during their peak-period incentive initiative.
- The operator reported a doubling of enquiries compared to the previous year, indicating increased consumer interest.
- The initiative features incentives for agents, including shopping vouchers and holiday rewards, boosting engagement.
- Particularly popular are alternative travel destinations like Lapland, Costa Rica, and Maldives, marking a shift towards experience-driven itineraries.
- The trend reflects a broader demand for authentic, immersive travel experiences beyond traditional beach holidays.
Not in the Guidebooks has noted a substantial increase in engagement from travel agents as part of its peak-period incentive campaign. The programme, aimed at invigorating sales, has witnessed participation from over 100 agents, significantly contributing to the operator’s strong sales performance.
According to a company statement, the volume of enquiries received since the beginning of the year has doubled compared to the same period in 2023. This upswing is attributed to a growing consumer interest in more immersive and sustainable travel experiences, as highlighted by Sales Director Debbie Sowden: ‘Our proposition, which is all about offering authentic, immersive and sustainable travel experiences, is having more traction with consumers than ever before.’
The incentive scheme, running until the end of March, offers agents shopping vouchers for each booking and the opportunity to win a holiday or short break. This initiative is part of the company’s broader strategy to enhance sales through agents, as it marks four years since the brand’s inception.
Destinations such as Lapland, which has gained popularity for the current and upcoming seasons, alongside Costa Rica and the Maldives for summer bookings, highlight the shift towards travel experiences that diverge from traditional beach vacations. Sowden notes that there is a noticeable increase in consumer interest in varied types of holidays, moving beyond the conventional.
Reflecting on the evolving travel demands, Travel Counsellors homeworker Lucy Althorpe stated: ‘We are seeing more customers asking us for alternative holidays to the usual summer break, whether it’s more of an activity-based holiday or one that includes more of a cultural experience.’ This statement underscores the burgeoning demand for diverse travel experiences, a sentiment echoed by participating agents.
The trend towards experience-led travel reflects a significant shift in consumer preferences, favouring immersive over traditional holiday options.
