The B2B brand’s biggest-ever dedicated campaign, called The Luxe List, will launch on Thursday 22 September and centre on 16 destinations, running for six weeks.
“We’re leaning on the expertise of our team’s luxury experience and they’ve really been able to curate an ultra-luxury selection of properties,” said Sarah Lancashire, Gold Medal Travel Group marketing director.
Each destination will be given a dedicated microsite and Pure Luxury’s top 130 agents will receive a 60-page paper brochure. Key agents will also be given the opportunity for digital overbranding.
Pure Luxury will increase its Farebank Rewards scheme during the campaign, increasing the £350 payment for bookings of more than £20,000 to £500.
Lancashire explained this was “a really achievable incentive”, with current average sale value of £16-17,000. “An additional £3-4,000 will take them over £20,000.”
Another incentive involves Constance Resorts and Etihad, with a prize draw for a 10-night twin-centre stay in the Seychelles. Agents can enter after making any booking from the Pure Luxury programme during the campaign.
Lancashire said Pure Luxury’s average sale price was now 106% ahead of 2019, compared with 38% up for Gold Medal. “It’s just demand, but certainly flights are not as available, so that’s contributing.”
She added 35% of Pure Luxury’s current bookings were for 2022 and the remainder for 2023, particularly March, April and July. Longer lead times were now becoming more common due to decreased flight capacity and with some resorts filling up, she said.
“People are booking further ahead, it’s a trend as we come out of the pandemic. I think those longer lead-in times will stay with us.”
