Gold Medal to launch ‘curated offers’ to agents

Gold Medal is set to introduce ‘curated offers’ to agents to help make the most of the thousands of holiday quotes the operator generates each week.

The offers will initially be trialled with agents in early July and then expanded to sister brands Cruise Plus and Incredible Journeys in due course.

Simon Applebaum, Gold Medal managing director, told a Travel Weekly webcast: “We produce multiple 1,000s of quotes every week for our website and our contact centres and even with the best conversion in our best weeks, a lot of them don’t convert into holidays.

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“Now we are taking all of that content that was previously sat in the database and now our agents can access that.

“This allows us to massively amplify the amount of price points.”

He said agents in different regions would be able to search for local departures and homeworkers would be able to find tailored content for their marketing.

“Within a couple of hours of a quote being generated, it will be available for everybody to see and access,” he said.

Furthermore, Gold Medal is creating a web support team, to help agents navigate in the website “because that’s our fastest growing way of doing business”, added Applebaum.

“Homeworking is increasingly not nine to five so we’re looking at how we support that content,” he said.

Applebaum said the first four-and-a-half months of 2024 had been “phenomenal” but he had noticed a little “softening” in the market amid the Euros and election campaign.

However, airlines are being “particularly aggressive” with some “amazing sales”, he added.

“I am super pleased with where we are; we’re well ahead of plan. It is just about making sure the second half of this year is as strong as the first has been,” he continued.

He said the sister brands were also growing, with Cruise Plus boasting a team of 30 compared to about 11 two years ago, and Pure Luxury also “going well”, with Dubai coming back into vogue.

Incredible Journeys is also expanding quickly, with Applebaum aiming to increase its turnover from about £20 million to £50-£100 million.

He was speaking to Travel Weekly during the dnata Travel Group UK B2B brands’ ‘Big Day Out’ in Chester, with 70 agents and 25 suppliers enjoying golf, activities, networking events and learning about products.

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