Trade sales up 11% as Explore celebrates strongest-ever January
Sarah DennisExplore Worldwide sent sales records tumbling last month, with the adventure specialist recording its best single day ever for sales, as well as its best-ever week, with January 2024 going on to prove its best-ever month.
The operator’s sales via the trade, in particular, increased by 11% year-on-year between 1 and 18 January 2024, with booking from Trailfinders up by 99% compared with the same month last year.
Explore said trade sales were a top priority after making two new appointments to its UK team, while growth in its North American and Anzac markets signalling sales growth through agents.
In the UK, Lisa Burton joined the company in October 2023 as business development manager with a focus on shop visits, events, webinars and training, while Alison Davis was named Explore’s new agency sales executive on 31 January.
Explore agency sales manager Philippa Baines said: “We’re starting 2024 in such a strong position, with two new roles in the UK team plus growth overseas, as well as lots of great plans and ambitions for the coming months – the sales results are another great boost.”
The operator’s single biggest day for both sales and booked passenger numbers in its 42-year history came on 18 January 2024, the final day of its Big Blue sale, during which it cut the price of hundreds of small group tours by 20%.
Explore also recorded its biggest week ever during the January sale, following its announcement of a best year of sales on record in the year to October 2023.
Michael Edwards, Explore managing director, added: “We knew the Big Blue Sale would be popular, with a huge number of dates discounted right up until the end of the year. But it’s been interesting to see a real shift towards longer-haul destinations this year.
"I’m so proud of the whole Explore team for managing huge numbers of calls from customers and agents so quickly and efficiently."
The operator’s best-selling tours in January 2024 were Simply Japan and Walking in Madeira.
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