The Highlands agency, which has for several years run charters from its local airport Inverness, made headlines last month when it expanded its programme to Cornwall's Newquay airport – some 700 miles from its HQ. Now, Murray is adding departures from Aberdeen, Southend, Teesside and the City of Derry.
The agency said it follows "strong demand" for its festive day trips from both Inverness and Newquay; Inverness departures sold out last year, with this year's programme already 50% sold just two weeks after going on sale. Newquay, meanwhile, sold out in five days.
Murray's plans to grow its Lapland operation have been further strengthened by the creation of a dedicated brand, The Lapland Experience. The agency said this would support its long-term ambition in the Lapland travel market – and the wider festive travel sector – while providing customers with "a clear, specialist home for its festive trips and experiences".
The brand is being backed with a new bookable website, making it easier for families to browse departures, find our more about the experience, book their places and benefit from flexible payment options. Murray said the ultimate ambition was to grow its programme of same-day Lapland experiences to regional airports across the UK.
Trips include direct flights, reindeer rides, husky experiences, snow activities, time in Santa Claus village and the chance to visit him in person.
'Real appetite'
Scott Murray, chief executive, said the agency wanted to make one of the most iconic Christmas experiences more accessible to families without the need for overnight stays or journeys to larger airports.
"We have been absolutely blown away by the response to our Lapland day trips," said Murray. "Inverness sold out last year, and to already be 50% full again after just two weeks on sale shows just how much demand there is for this kind of experience. To then see Newquay sell out in just five days has been incredible.
“It was clear to us that there is real appetite for festive day trips like this from regional airports, and we are delighted to now be expanding the programme further with new departures from Aberdeen, Southend, City of Derry and Teesside."
'Leading name'
On the launch of The Lapland Experience, Murray said creating a dedicated brand for the operation was an important step for the agency. "[It] underlines our ambition in this market and our belief that there is real opportunity to grow something special.
"The launch of our new bookable website is another big part of that. We wanted to make it easier for clients to explore the trips, understand what is included, book with confidence and make use of flexible payment options, all in one place.
"With a clearer brand identity, a more streamlined booking platform and a growing list of departure points, Murray Travel believes it is well placed to establish The Lapland Experience as a leading name in the regional Lapland day trip market."
Murray added his agency was "enormously proud" to be democratising the "magic" of being able to visit "a truly special place" like Lapland.
