The Scottish independent went into 2026 sitting on the "strongest order book in its history", which tided the business over during a lean spring when the conflict in the Middle East crashed consumer confidence.

"Even so, the lates market remained strong, helped by capacity and by customers still prioritising holidays when the value and opportunity are right," said Barrhead Managing Director Nicki Tempest-Mitchell in her opening address at the agency's conference beside Lake Maggiore at the weekend.

"Despite all the twists and turns, I’m delighted to say we are level with 2025 sales – and that was our best ever year. Plus, 2027 departures are currently sitting at +5%, [so] it gives us real confidence as we look ahead."

Barrhead's cruise business is up by 8% year-to-date, with luxury cruise up by 30%, river by 15% and mainstream by 5%, while touring and adventure is up by 29%.

Cruise growth has been powered by demand for Asia (+32%), South America (+95%), the Baltics (+23%) and the Canaries (also +23%), while in T&A, China, Japan, India and Canada have each experienced a more than 50% increase in demand.

Tempest-Mitchell said fittingly, given the conference setting, that Italy remained Barrhead's highest volume T&A destination.

"Customers are looking for richer, more memorable experiences," she said, citing "strong performers" like Thailand, South Africa, Singapore, Miami and New Orleans for the agency's "impressive" long-haul growth.

Support from travel's big three operators, she added, ensured the beach market remained "stable" over the summer.

2026 – the year of 'what else?'

Addressing Barrhead colleagues directly, Tempest-Mitchell said: "You have risen to everything 2026 has thrown at us. At times this year, it felt like someone looked at the travel industry and thought, 'what else can we throw at them?'."

She highlighted global uncertainty, changing holiday programmes, rising costs, cost-of-living pressures, technology outages, regulatory changes, fuel prices, the EU Entry-Exit System and extreme weather, including wildfires, the UK's hottest summer, flooding and low water levels on Europe's rivers.

"At times, we had to make daily decisions without all the facts we would ideally want," Tempest-Mitchell continued. "There were long days and nights. But the priority was clear – act responsibly and keep customers supported.

"If this year proved anything, it is the value of speaking to a real person and knowing you are in safe hands."

New shops, new app, new support

Barrhead has delivered more than £200,000 in training and development, with upwards of 80 colleagues taking part in programmes including the Aspiring Leaders Academy, Data Analytics Apprenticeships and Team Leader Apprenticeships. Another more than 300 experienced the product they sell first-hand this year.

Tempest-Mitchell said it was a simple equation: "Investing in our people makes us stronger."

Barrhead fully integrated Scotia Travel this year, and bought out franchisee Greig Avinou, who ran the agency's high-flying Falkirk branch.

Tempest-Mitchell flagged the 2026 Fifa World Cup as another highlight, with Scotland making its first appearance at a World Cup since France '98; sales, she said, "blew the doors off expectations".

Barrhead is also poised to launch a consumer-facing app this month after 14 months' development, which Tempest-Mitchell said would "strengthen loyalty and encourage repeat bookings".

Looking ahead to 2027, Tempest-Mitchell said new store openings "remain firmly on the agenda", conceding that the business hadn't moved "as quickly as we wanted" this year.

A new learning platform is in the pipeline, bringing together leadership programmes, skills training, supplier content and product knowledge in one place, while Medicash will support Barrhead colleagues with everyday health costs.