New bookings are by 25% up year-on-year, with call centre staff so far answering an additional 270 calls. Answer rates now stand at 91% – up by 5% year-on-year, the group said.
The group recently introduced new "Search & Compare" portals for Incredible Journeys and Cruise Plus, which allow agents to explore a range of itineraries and search and filter by destination, tour type, travel dates and key attractions.
Furthermore, the group recruited 17 staff to the sales teams of Gold Medal, Pure Luxury, Cruise Plus and Incredible Journeys.
Managing director Simon Applebaum said: "The increased headcount and solutions we have implemented through 2025 mean we are responding to customers faster than ever, with average call waiting time down by 40% compared with the same period last year.
"We know how important peaks is for our agent partners, so we’ve made continual investments to ensure we’re fully prepared to support them."
The group has also launched multi-channel marketing campaigns coupled with incentives, designed to drive demand and conversions.
'The biggest incentives we've ever run'
Flagship brand Gold Medal is running the Grand Giveaway again, with £1,000 in Farebank Rewards to be won each week over eight weeks, while the group's specialist brands are offering three fam trip incentives.
Cruise Plus is debuting The Ultimate Cruise Plus Fam where winning agents will join four different cruise itineraries with a selection of Cruise Plus's partners.
Gold Medal said at the end of the voyages, "the groups will meet in one European destination for a grand finale, joined by more of the Cruise Plus team for the ultimate celebration".
In addition, Pure Luxury’s peaks campaign gives agents the chance to win one of four places on a luxury fam trip to Bali with Singapore Airlines, while touring brand Incredible Journeys’s campaign is offering places on a China fam trip in partnership with Intrepid and Cathay Pacific.
Marketing director Sarah Lancashire said: "This year’s peaks activity brings together some of the biggest incentives we have ever run. We’ve created campaigns using the insight of our specialist teams around the business, ensuring we deliver marketing that is meticulously designed to drive enquiries, and our incentives strive to be the biggest and best in the industry."
She added: "Our goal is simple, to make it as easy as possible for agents to stand out in a crowded peaks market and to reward them for the business they place with us."
Campaigns and incentives will run until 28 February 2026, with tactical activity planned in response to booking trends and agent feedback.
