Gold Medal Travel Group has entered the 2026 peaks period in an exceptional trading position, attributed to continued investment in headcount, technology, and marketing support for agents across its portfolio of brands; Gold Medal, Pure Luxury, Cruise Plus and Incredible Journeys.
*All details correct at time of publish (09 January 2026)
The group also recently introduced new ‘Search & Compare’ portals for Incredible Journeys and Cruise Plus, which allow agents to explore an extensive range of itineraries, and offer the functionality to search and filter by destination, tour type, travel dates and key attractions.
Simon Applebaum, Managing Director, said: “We know how important peaks is for our agent partners, so we’ve made continual investments to ensure we’re fully prepared to support them. That includes expanding our sales teams by 17 more heads and enhancing our digital tools, including the new Search & Compare function, making it easier for agents to do business with us.
“January trading has started strong with new bookings up 25% versus the same period in 2025. Call volumes have also been improving each day, with our answer rates now at 91%, up 5% year on year, and an additional 270 calls answered.
“The increased headcount and solutions we have implemented through 2025 mean we are responding to customers faster than ever, with average call waiting time down 40% compared to the same period last year.”
Alongside operational investments, the group has also rolled out multi-channel marketing campaigns coupled with stand-out incentives, designed to drive demand and conversions.
AGENT INCENTIVES
Flagship brand Gold Medal is running the agent-favourite Grand Giveaway for another year, with £1,000 in Farebank Rewards to be won each week over 8 weeks, and in addition, the group’s specialist brands are offering three FAM trip incentives.
Brand-new for 2026, Cruise Plus is debuting ‘The Ultimate Cruise Plus FAM’ within their ‘Sail Beyond’ peaks campaign, where winning agents will set sail on four different cruise itineraries with a selection of Cruise Plus’s valued partners.
At the end of their voyages, the four groups will meet in one European destination for a grand finale, joined by more of the Cruise Plus team for the ultimate celebration.
In addition, Pure Luxury’s ‘The Art of Escape’ peaks campaign gives agents the chance to win one of four places on a luxurious FAM trip to Bali with Singapore Airlines; while touring brand Incredible Journeys’ ‘Little Book of Incredible Journeys’ campaign is offering places on a China FAM trip in partnership with Intrepid and Cathay Pacific.
Sarah Lancashire, Marketing Director, added:
“This year’s peaks activity brings together some of the biggest incentives we have ever run. We’ve created campaigns using the insight of our specialist teams around the business, ensuring we deliver marketing that is meticulously designed to drive enquiries, and our incentives strive to be the biggest and best in the industry.
“Whether an agent’s focus is premium long-haul, cruising, or touring, we’re making sure they have compelling product to talk about and marketing that truly showcases the scope and scale of our product portfolios.
“Our goal is simple, to make it as easy as possible for agents to stand out in a crowded peaks market and to reward them for the business they place with us through FAM incentives and Farebank rewards.”
Campaigns and incentives will run until 28 February 2026, with tactical activity planned in response to booking trends and agent feedback.
For more information, visit www.dnata.com/travel
Visit the Travel Pursuit News Hub for more exciting updates.
