JA Resorts & Hotels to launch online training to support agents

JA Resorts & Hotels is set to release an online agent training programme via Online Travel Training (OTT) before the end of 2025. 

Speaking to Aspire, the group’s vice-president of sales Philip Dickinson said the training will aim to “reinforce and educate” around the brand’s key messaging and the unique features of each JA property. 

He said: “We get a lot of repeat clients, but we also want to appeal to a broader customer base, so we want agents to feel fully aware of everything we have to offer.”

JA’s offering includes two Scottish properties that were introduced to the portfolio in August – Mar Hall Golf & Spa Resort near Glasgow and The Bruntsfield in Edinburgh. 

JA Beach Hotel in Dubai is also set to expand with six Fifa-size football pitches, two cricket ovals, a shooting range, archery facilities and a running track.

The launch of the OTT programme comes as the brand tries to “extend its reach” through the trade, including via fam trips and awareness-raising events.

He added: “We do rely on the trade to be our voice, our spokespeople and our ambassadors to our clients because of their knowledge and their passion.

“With this online training, it’s about strengthening those trade partnerships and making sure we’re working with travel agents as much as we can to grow the business.”