Advantage puts AI at the heart of its turn-of-year campaign

This campaign aims to support independent travel agents during one of the industry’s most critical booking periods, combining innovative AI-driven creativity with compelling consumer engagement opportunities.
 
The campaign, inspired by the joy and anticipation that comes with booking a holiday, seeks to drive customer engagement, boost sales, and position independent travel agents as essential partners in crafting memorable travel experiences.

While the peaks period remains a cornerstone of the travel industry, The Advantage Travel Partnership recognises evolving consumer behaviours, with more bookings now being made closer to departure due to financial uncertainties. Despite these changes, the Peaks period remains a golden opportunity for agents to connect with customers, increase brand awareness, and hit key revenue targets.

At the heart of the campaign is a celebration of the excitement and "fomo" (fear of missing out) sparked by booking a holiday. It uses striking visuals to depict everyday moments—such as a commuter dressed for the beach or a family in holiday clothes at a supermarket—juxtaposed with mundane backdrops.

These vibrant, light-hearted images remind customers of the joy of having something to look forward to, encouraging them to book now. Each image is paired with a strong call to action: "Get that just booked feeling – book your holiday now!"

In a bold move, The Advantage Travel Partnership has utilised AI-generated imagery to create a bespoke suite of visuals tailored to various travel demographics and holiday types. This innovative approach not only gave the campaign a unique, modern edge but also allowed for unprecedented customisation and efficiency.

Each image was painstakingly crafted through iterative layering of AI prompts to achieve striking, high-quality visuals. The images range from a commuter dressed for a beach holiday to a couple in a shopping mall decked out in full ski gear. These scenes reflect diverse holiday experiences and speak directly to different customer segments, from family travellers to cruise enthusiasts.
 
“We knew traditional stock images wouldn’t meet our creative vision, and photoshoots presented logistical and budgetary challenges,” said David Forder, Advantage’s Head of Marketing. “Using AI allowed us to create images that are visually engaging, relatable, and highly targeted—while also showcasing how our members can harness AI to enhance their own marketing efforts.”
 
To personalise the campaign further, each image includes playful touches like naming its featured personas.

A standout feature of this year’s campaign is an exclusive consumer prize draw offering a chance to win a £5,000 family holiday for up to four people, courtesy of easyJet holidays.

The competition is designed to engage new and existing customers, drive data capture and long-term marketing opportunities, create immediate sales opportunities, and engage the family market, in particular, with families accounting for around 40% of January overseas holiday bookings, according to Abta’s Holiday Habits report.

The Advantage Travel Partnership has equipped its members with a wide array of resources to make this campaign a success:

• Marketing Assets: Customisable digital and print materials, including "JUST BOOKED FEELING" icons for various holiday types (cruise, ski, family, adventure, luxury, summer).
• Personalised Direct Mail: A data-driven mailing of Journeys and Navigate magazines to thousands of customers, packed with travel inspiration.
• Ready-Made Offers: Pre-designed deals for social media, email campaigns, and in-store promotions.
• Point of Sale Materials: Printed banners and digital content for in-store displays and Advantage TV screens.
• Webinars and Training: Online sessions to introduce the campaign, share supplier insights, and highlight strategies for targeting specific customer segments like "new to cruise."
• Social Media Momentum: To amplify the campaign’s reach, the hashtag #ThatJustBookedFeeling will be used across digital platforms, encouraging agents to spark excitement and inspire bookings.

“Our 2025 peaks campaign is a celebration of the joy of travel and the expertise that independent travel agents bring to every booking,” David Forder continued.

“From the use of cutting-edge AI to a family-focused prize draw, this campaign is packed with tools and ideas to help our members connect with their customers, drive bookings, and achieve long-term growth.”