Blue Bay Travel personal travel consultants Sarah-Jane Brooks, Sonia Bowles, Gaynor Tuby and Sam Davis were joined on the trip from 27 February to 2 March this year by Louise Rothwell from the company’s business development team.

Following the trip, which was designed by Transun to help the agents sell Lapland, Brooks has already booked 14 customers for a group tour in 2026. She hopes to add six more customers to the booking in the coming months.

Meanwhile, Blue Bay’s Lapland bookings made during the period from 1 January to 7 April are up by 25% compared with the same period last year, which the brand is attributing directly to the February fam.

The bookings, Blue Bay revealed, are a combination of adult-focused trips and family Santa breaks.

During the trip, the team rode sledges pulled by huskies, visited a reindeer camp, where they learnt about the traditional Sami way of life, went on a Northern Lights forest trek, and stayed in the Davvi Arctic Lodge in a fell house. 

Rothwell said: "Experiencing product first-hand allows our agents to come back with the knowledge and enthusiasm to confidently sell the trip to our customers. This is exemplified by Sarah-Jane’s group booking, which really showcases the benefit of this sort of trip to both agents and operators."

Dino Toouli, Transun’s head of trade relations, also joined the February fam. "It’s always fantastic to get agents to experience our trips firsthand and share these experiences with their customers, both while away and upon their return," he said.

"Nothing beats firsthand knowledge, especially with adult-focused trips like these. It’s amazing to see the agents participate in the excursions themselves enable them to really bring these incredible experiences to life for their customers."