Pure Luxury parent reports 25% boost in new January bookings

Pure Luxury’s parent company Gold Medal Travel Group has reported it’s in an “exceptional trading position” for the peaks period, thanks to investments in staff numbers, technology and support for agents.

Simon Applebaum, managing director of the dnata Travel Group’s UK B2B portfolio – Gold Medal, Pure Luxury, Cruise Plus and Incredible Journeys – highlighted how the sales team has recruited 17 more colleagues, while the new Search & Compare function make it easier for agents to sell Incredible Journeys and Cruise Plus holidays.

“January trading has started strong with new bookings up 25% versus the same period in 2025,” he said.

“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.”

The group has also introduced marketing campaigns and incentives to drive demand and sales.

Flagship brand Gold Medal is running the annual Grand Giveaway, while the group’s specialist brands are offering three fam trip incentives.

Cruise Plus is debuting ‘The Ultimate Cruise Plus Fam’ within its ‘Sail Beyond’ peaks campaign, where winning agents will set sail on four different cruise itineraries then meet in one European destination for a grand finale.

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 Travel and Cathay Pacific.

Sarah Lancashire, marketing director, added: “This year’s peaks activity brings together some of the biggest incentives we have ever run.

“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.”