Travel agency’s record-breaking six-figure booking

By Linsey McNeill
Home » Travel agency’s record-breaking six-figure booking

Cheshire-based Aspen Travel took Pure Luxury’s biggest ever booking last month.

It netted a 13-night trip to the USA for a family group, which Pure Luxury said was worth well into six figures, although it declined to state the exact amount.

Three days later, the same agent took a £110,000 booking, also with Pure Luxury, for 10 nights in the Maldives for a multi-generation family group.

The Dnata B2B brand also received a third six-figure booking from a homeworker for a group of seven adults and four children staying at the Jumeirah Beach Hotel in Dubai during October half-term.

Overall, Pure Luxury’s sales are up 42% year-on-year, with an 11% rise in booking volumes.

More than 15% of bookings taken during January have been for mixed-age family groups. Average booking value is up 28% over the same period in 2022, and 30% of bookings are for departure in the next three months.

Dnata Travel Group B2B Marketing Director Sarah Lancashire said: “Our team predicted that ’Travel With Your Tribe’ would be a key trend for 2023 and these bookings demonstrate how right they were. It’s really apparent that families, and groups of families, see this as a year to invest in experiences that will re-establish or strengthen their bonds to each other, and create memories that will last a lifetime.

“What’s also evident is that bookers are coming to travel agents with a clear desire to go big, and go soon. Over 15% of bookings with Pure Luxury from agent partners across the UK during January have been worth over £25,000 each, with seven individual bookings worth between £50,000 to £100,000 each, and nearly a third overall are looking to travel between now and the end of March. There’s a clear trend there on which agents can capitalise.”

Pure Luxury’s top destinations in January were Dubai, Maldives, Barbados and Mauritius, while emerging contenders included Hawaii, Vietnam, Abu Dhabi and Cape Town.

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