Advantage launches 2017 early booking campaign amid ‘endless challenges’
Advantage Travel Partnership has launched an early booking campaign for summer 2017 before many families have returned from this year’s holidays.
It said the campaign for next year has launched slightly earlier than in previous years in light of the ‘endless challenges’ in the market.
Head of commercial John Sullivan said with some key destinations off limits and with zero demand for Turkey, except for the ‘die-hards’, it was important for consumers to book early to get what they want for next summer.
"This summer has been very centred on the Westen Med and as a result availability has been tight and prices have been high. Normally you would go out there with a general ‘book now and get this discount and get free kids’ but for 2017 it really is about booking early to get what you want," he said.
The independent agent consortium said some of its key business partners are involved in the campaign, which includes exclusive messages and benefits to Advantage members.
Running until September 19, it includes a dedicated landing page on the member’s intranet with details of offers available, and each member will receive a dedicated email to help them promote the offers across all of their own channels.
Advantage will also be running a social media campaign, focusing on the misconceptions about booking early.
A hosted ‘Twitter chat’ with key operators will run on September 1 to encourage members to advise customers to book for summer 17 now.
Sullivan added: "Supporting our members with key campaigns is essential. Through working with our key leisure partners, we have been able to secure exclusive offers and messages for our members during this important trading period.
"The multi-channel campaign will help to promote messages to our members’ customers on important topics, such as the added security of booking through travel agents, booking early to avoid disappointment and book safe, ensuring holidays they book are fully bonded."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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