JG Travel Group reports rise in group bookings through trade

The JG Travel Group has reported rising bookings from agents for dedicated group coach breaks.

The operator, which owns the Just Go! And National Holidays coach brands, said the increase demonstrated clients were becoming more confident about group travel since Covid.

Larger group bookings have taken off through the operator’s trade channels since the start of the year for the first time since the group began actively working with agents in August 2020.

Claire Dutton, trade sales manager, said: “We are so encouraged to see agents proactively developing their groups business through our brands. With travel firmly back on the agenda and restrictions now gone, customers are more willing to travel in groups again which provides a wealth of opportunities for securing larger bookings.”

Popular group bookings for this year include shopping themed trips to Birmingham to visit the world’s largest Primark, the Sunderland Playoffs, Turkey and Tinsel breaks and Christmas Market trips.

Group bookings are coming from local interest groups turning to agents to organise and bring back annual trips as well as agents proactively organising group travel, said Dutton.

She said: “Working with the local groups, engaging with them and becoming known as the go-to local travel agent within the community is a great way to drive business growth. Customers are often not just part of one group, they are members of multiple groups, so the opportunities are endless.”

Dutton said more agents were identifying potential holidays of interest to groups in their region, depending on their demographic, and taking group allocations to promote to their database.

Already this year, several coaches have been filled by agents setting up group departures and promoting them to regular customers.

Dutton added: “This area is clearly gathering momentum and I’d encourage any agents interested in putting together their own dedicated group tours with us to get in contact. It is encouraging to see enquiries for 2023 are already coming in and we have our own dedicated groups manager, who works alongside me to ensure agents have everything they need.”

Picture: Steve-Hughes