The operator’s campaign materials include social media offers and content, a digital worldwide sales brochure that agents can overbrand, the worldwide travel magazine and a ‘Little Book of Incredible Journeys’.
The assets feature the new Gold Medal branding alongside that of Pure Luxury, Cruise Plus and Incredible Journeys. They’ll be available throughout January and February, and will be shared with agents across the country.
However, a recent agent survey by Gold Medal showed that only 5% expect peaks to resemble previous years, with the overwhelming majority expecting the first months of 2021 to be quieter and for bookings to remain low.
Eight out of 10 respondents said they have not seen any late surge of demand for 2020 holidays, and 75% said customers with existing bookings are expressing anxiety about travelling and are asking about alternatives.
Gold Medal marketing director, Kerry Gallagher, said: “After the challenges our industry has experienced this year, and the tough times agents have had in trying to overcome consumer negativity about travel, it’s no surprise that they’re pessimistic about peaks.
“But it’s our job to ensure they’re as well equipped as possible to make the most of any enquiry they get. We know there is demand out there – our survey said that almost 90% are seeing interest in summer 2021 departures – so we want to make sure they’re ready to react when the picture for travel clears.
“We pride ourselves on not only being the best for value, but also for expertise and service.
“We’re in the process of securing exclusive added value offers, such as free room and board upgrades, across a number of long-haul destinations. With agents so challenged, it’s never been more important for us to support them.”
Gold Medal’s survey, which is part of a regular contact process with agents, showed that agents are focusing their efforts on promoting the Indian Ocean at 80%, followed by the Caribbean (79%), and Dubai and Arabia (66%), plus 50% indicated they were promoting packages as far ahead as 2022, which is on sale with Gold Medal.
