Dnata Travel Group B2B: 2023 Peaks Success Is ‘Born In The USA’
An overall increase in package holiday bookings of 69% compared to this time last year across dnata Travel Group’s B2B brands is being driven by rising demand for Asia, Australia and a resurgent USA as Peaks reaches its mid-point, surpassing expectations. Significant year-on-year growth across revenue, average booking value, bookings and length of stay indicate that demand for long haul travel is on a par with levels not seen since January 2020.
Overall, agents booking USA packages through the dnata B2B brands – whether single, twin or multi centres, or self-drives – has risen by nearly a quarter YOY, and revenue by almost 50% – driven by a rises in average booking value of almost a third, and longer average holiday durations. Florida, California and Hawaii are the big winners in terms of popularity among travellers looking to book with the brands’ agent partners, with YOY sales revenue rises of 73%, 76% and nearly 90% for each state respectively.
Across the board, average booking values for the USA have risen by nearly a third, and agents booking packages by just under 50%, as travellers shake off anxieties about the Pound – Dollar exchange rate that arose in the lead up to Christmas and take advantage of increased air capacity.
At an individual brand level, revenue from package holiday bookings has increased by 45%, 176% and 100% for Gold Medal, Cruise Plus and Incredible Journeys respectively year-on-year. Gold Medal, the UK’s largest trade-only tour operator, has seen revenue growth of 67%, 86%, 22% and 43% on bookings for Florida, New York, Nevada and California respectively, with bookings for Florida and New York also driving 182% and 110% revenue growth for Cruise Plus. Demand for packages to California with Pure Luxury and Incredible Journeys has driven revenue up by 375% and 100%.
Although all B2B brands are seeing high demand for bookings departing in the next three to six months, enquiries and bookings are also rising for 2024 departures – particularly for Orlando, for which dnata B2B has a guaranteed allocation of seats already available.
Commenting on the performance of the USA during the 2023 Peaks campaign to date, Tricia Birmingham, Trading Director at dnata Travel Group B2B said: “Although we’re seeing very promising levels of demand across all our key long-haul destinations, the USA in particular has been absolutely booming for us since our campaigns launched, and has really helped to get 2023 off to a flying start. It’s always a very popular destination for us, yet with the recent exchange rate volatility, demand slowed among bookers who may have otherwise been wanting to explore one or more of its many iconic cities or States.”
Agents booking package holidays to the USA with dnata Travel Group B2B’s brands can access a range of exclusive value-added experiences on bookings made throughout the Peaks campaign, including free Summit @ One Vanderbilt experience tickets when booking three nights or more in New York with Gold Medal, a $300 gift card when making a booking at Universal Parks & Resorts in Orland, or a free helicopter flight over the Las Vegas strip.
Birmingham continued, “We’re confident that the exclusive experiences and the various incentives we have running throughout Peaks, are making us the first choice for agents. With two weeks still to go, our teams remain on standby to help them with any enquiry they make.”
Learn more about Gold Medal
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