The operator said it was “bringing the very best” of its former Simply Luxury by Travel 2 offering under the new Luxury Europe banner, following structural changes to the dnata brands last year.

Under Luxury Europe, Pure Luxury will now feature a range of five-star hotel product from hotel partners such as Ikos, Jumeirah, Ritz-Carlton and Sani, the operator said. 

To roll out the product to agents, Pure Luxury is running an incentive with Ikos Resorts, including the chance to win places on a fam trip to one of the group’s properties in Europe, once travel is permitted again.

There will be six places on the trip, split between the top seller of Ikos Resorts booked with Pure Luxury before 28 February, as well as five agents who download and complete an application form and explain why the fam will be of most benefit to them. 

All agents hoping to enter must also have completed the Ikos Resorts training modules.   

“We’re delighted to be retaining the best elements of the Simply Luxury offering under the Pure Luxury brand and look forward to working with our agent partners to help them sell this product,” said Kerry Gallagher, Gold Medal’s marketing director. “We will also be publishing supporting guides and social media content in the weeks to come.” 

The Luxury Europe launch also includes a selection of “Limited Edition Luxury Offers”, which also featured in a new brochure sent to agents as part of Gold Medal’s peaks activity. 

“We’re also looking forward to receiving agent responses to our incentive to win places on this fam with Ikos Resorts,” said Gallagher. “We know how important it is for agents to experience a destination and product first-hand, and that knowledge will be all the more important once travel reopens and their customers start coming back to them for expert travel advice in the new world.”