The group, which recently hosted its annual conference in Cyprus, has revealed that "despite challenging trading conditions", sales across its homeworking business in the year to October are up by 10% year-on-year. Average booking values are also up by 10% year-on-year to £4,700, their highest-ever level.
The business on Thursday (27 November) said it has set "clear strategic priorities" for its personal travel consultants (PTCs) "to accelerate growth and strengthen performance across every channel".
"The focus will be to double down on efforts across the board, supporting the PTCs to champion sales, aiming to smash this year’s sales by 20% for 2026," it said.
"Moving forward, the PTCs will be driving growth in dynamic package sales and Blue Bay Hotel exclusive products, a key focus for the year ahead. To support this, the company will offer even more incentives designed to reward performance, alongside the announcement of another VIP top sellers trip, this time to a mystery destination."
Abbie Heaton, group manager for the Personal Travel Consultants in Partnership with Blue Bay Travel, said: “Notwithstanding an overall decline in consumer appetite and thus volume of annual holidays, overall sales have remained steady.
"This indicates consumers are enhancing the value of their trips, choosing longer stays, multi-generational holidays and higher-quality experiences, which is reflected in the PTCs' figures. This conference really bonded the team and set the tone for our 2026 strategy of increasing sales for the year ahead."
'Really thriving group'
Cruise sales have increased by 25% year-on-year, with average holiday durations running to 10 days. Turkey outperformed the Maldives as the PTCs' top seller for the first time over the past year, which the group put down to "growing demand for high quality short-haul holidays".
Heaton also revealed self-generated customer leads now account for 70% of Blue Bay's PTCs' business versus sales through leads generated by Blue Bay, adding she expects this to reach 80% by the end of the year.
"That’s in no small part down to the hard work and dedication of our growing team of PTCs," she added. "Our PTCs receive 65% commission on any sales through self-generated leads so this shift indicates a really thriving group of agents."
The conference welcomed a number of supplier partners, and beyond the usual speed-dating and networking, delegates crated treasure hunts, enjoyed a wine tasting evening and also a gala dinner.
Blue Bay described 2025 as a "milestone" year for its PTCs, which included its first top sellers' trip to Antigua, a summer fam to Greece and a Lapland experience. The group also delivered new landing pages for PTCs, which it expects to drive "a significant uplift in sales".
