DNATA B2B BRANDS REFLECT ON HOW PEAKS 2024 SURPASSED ALL EXPECTATIONS

07/03/2024

Dnata Travel Group UK’s B2B brands Gold Medal, Pure Luxury, Cruise Plus and Incredible Journeys
launched four dedicated peaks campaigns at the start of January, which ran until 29 February. Each
brand-specific campaign was designed to inspire travel based on the latest trends, whilst highlighting
the extensive long-haul, luxury, cruising, and touring product available for agents to book.
As the peaks period came to an end last week, the dnata brands have reported their discoveries and
highlights.

Gold Medal, the flagship brand of dnata Travel Group UK enjoyed a successful peaks period with
some of their top destinations - Dubai, Florida, and Las Vegas - all showing year on year growth. The
standout performance however came from Thailand, which reached 25% growth in bookings.
The brand saw a 24% increase in muti-centre bookings, suggesting customers are looking to
experience more variety and breadth from their holidays, and a significant increase in family
bookings, and solo traveller bookings.

Maldives was the highest growing destination for their ultra-luxury brand, Pure Luxury, reaching a
40% growth in bookings year on year. New York also outperformed the previous peaks period, with
a 40% growth in bookings. They both sit in Pure Luxury’s top destinations for peaks, alongside Abu
Dhabi, Dubai, Las Vegas and Florida.

Most luxury bookings made were to travel in February and March 2024, with a significant number
heading into December for festive breaks.

Cruise Plus – the brand that specialises in tailor-made cruising holidays around the globe - had their
best week on record this peaks period and saw growth into every cruise type. The strongest
performances were reported into the luxury and ultra-luxury cruise sectors, that both reached triple
digit growth following advancements made in 2023 by the brand into Luxury by Cruise Plus.
Agents trading with Cruise Plus increased by 15% year on year, with over 60% of their customers
being couples.

The touring and adventure brand of dnata Travel Group, Incredible Journeys, recorded its biggest
booking to date over their eight-week campaign, and broke their own records three weeks in a row.
Bookings for Lapland proved immensely popular as Finland had the highest growth in bookings,
followed by Sri Lanka, Peru and Japan.

Agents booking with the brand increased by 34% compared to the last peaks period, and their
average booking value grew by over 14%.

Adrian James, Product & Commercial Director dnata Travel Group UK B2B shared, “All our B2B
brands had a successful peaks and achieved some exceptional records. It was great to see that
agents are picking up the phones and calling our expert teams more than ever before, with call
volumes in substantial growth year on year for each brand – Gold Medal (+20%), Pure Luxury
(+20%), Cruise Plus (+42%) and Incredible Journeys (over 100%).

Not only this, but it is apparent agents have increased trust in our Gold Medal website. The web
alone took over 200% more bookings and achieved an increase of over 200% in sales, which is a
reflection of the substantial investments made across the last 12 months.”

James continued, “We are constantly looking for ways to expand our product portfolio and provide
agents with the most relevant and competitive offers. As we look ahead to the rest of 2024, this will
continue to be a focus of our brands with more exciting campaigns, brochures and opportunities to
inspire travel, still to come.”