Incredible Journeys, a touring brand under Gold Medal, has set sights on monumental growth. Fueled by rapid expansion since its relaunch, the brand envisions evolving into a £50-£100 million entity.
The strategy is ambitious, banking on empowering agents and partnerships with trade bodies to achieve its target.
Simon Applebaum, managing director of Gold Medal, confidently forecasts that the Incredible Journeys touring brand could transform from its current £20 million business into a formidable £50-£100 million powerhouse. This optimism is fuelled by a rapid expansion and relaunch of the brand approximately two years ago.
While the figures already reflect significant growth, Applebaum remains ambitious. “We’ve grown really, really quickly,” he emphasised. However, the ambition doesn’t stop here as he envisions unprecedented growth.
A cornerstone of this ambitious growth strategy hinges on developing travel agents into specialised touring and adventure experts. Applebaum recognises the essential role of agents and draws parallels with the cruise sector’s success, which has expertly aligned itself with consumer demographics.
“The challenge to Sarah [Lancashire] in our marketing department and Karen [Fletcher] in our trade partnerships team is to help some people become specialists, especially if you’ve got a cruise audience,” stated Applebaum.
Training and educating agents about the unique attributes of touring products is central to Gold Medal’s strategy.
Agents are being encouraged to delve into what these unique journeys involve, understanding intricate itineraries and the differences between small group tours and private expeditions. Applebaum highlighted, “We want to help agents do more, be more confident promoting that product and more confident taking those enquiries.”
Social media remains an area where touring experiences are somewhat underrepresented according to Applebaum. Despite the success of Incredible Journeys, the touring reach on platforms is yet to match that of more traditional offerings.
Applebaum sees this as a tremendous opportunity, particularly for agents looking to carve out a niche and drive substantial business through online presence.
As a member of the Association of Touring and Adventure Suppliers (ATAS), Incredible Journeys benefits from a vital partnership, emphasising collaboration to enhance agent specialisation.
Applebaum describes the partnership with ATAS as critical in elevating the brand’s position, ensuring that agents receive the support required to excel within the touring sector.
By leveraging these strategic partnerships and educational initiatives, Incredible Journeys aims to significantly expand its presence in the market.
The aim is to nurture a sustainable business model that benefits not only Gold Medal but also the agents who align themselves with the brand’s objectives.
Applebaum remains optimistic about the future, seeing the continuous growth of Incredible Journeys as a testament to their effective strategies.
The focus remains on broadening the brand’s horizon, pushing boundaries in the touring industry, and setting benchmarks for others to follow.
As Gold Medal advances towards its ambitious goals, Incredible Journeys stands ready to revolutionise the touring industry. Through strategic partnerships and agent development, the brand’s potential seems boundless.
