David Forder, Advantage Travel Partnership head of marketing, said: “None of us know at this stage whether it will be a traditional peaks; all the signs show it will be, but we want to show we are not reading the room wrong,” he said.
“With the cost of living biting, especially after Christmas, people may have fewer holidays and spend less, so we want to make sure agents are in the best place to make sure people can still get away.”
He added: “For us to go out with an offer-led campaign not knowing what peaks is going to be could make it not work the best for members, so we have gone down the content and value routes, I think that’s the best way when budgets are squeezed.”
The turn of year campaign comes as prices remain high due to tight capacity and pandemic rebookings.
Forder said the message was: “Yes, we will find you the best deal, it may not be as cheap as in previous years. We are independent, we have the expertise, so come to us regardless of budget and what your requirements are.”
He admitted some consumers may be concerned about April, when government help for energy bills is due to be withdrawn but predicted this would not skew booking patterns. “I think demand will be driven by the need to book early.
“I think that’s the key message next year: If prices are going to continue rising, that’s always a reason to book early.”
Peaks is approaching after a good year for Advantage members. “The majority of our members this year have had a fantastic year," Forder added.
"We have not seen it tail off as much as we thought it might, it’s similar to pre-pandemic. If that’s anything to go by, I think peaks will still be the peaks agents need it to be.”
