Advantage Travel Partnership rolls out domestic travel marketing campaign

Travel agent consortium The Advantage Travel Partnership has launched its biggest ever domestic travel campaign to capture the massive demand for staycations.

With continued uncertainty around international travel restrictions and the introduction of ‘Seacation’ cruises, the industry has seen an increase in travellers considering a holidays at home this year.

The campaign arms agents with the tools to take full advantage of the opportunity to book UK breaks including domestic cruises.

Consisting of both B2B and B2C activity, Advantage has collaborated with more than 30 suppliers to bring their members a host of digital collateral and information.

With reports of the staycation market booming in 2021, Advantage will also be including a dedicated UK staycation hub on members’ extranet to house commercial and marketing material from various UK operators.

This will include a UK supplier directory detailing product ranges, trade contact details and current offers available, plus a dedicated resource for domestic cruises.

Travel agents across the UK are still dealing with limited resources, with many staff still on furlough, so agencies will not be in a position to invest money on expensive marketing tactics following an extended period of travel restrictions and changes.

Advantage has designed the campaign to have a digital focus, to offer speed to market and a cost-effective way to reach existing and acquire new customers.

David Forder, Head of Marketing at Advantage Travel Partnership said: "Although international travel looks set to open later in May, the number of destinations on the green list is yet to be confirmed and is likely to be extremely limited."

We have worked with our suppliers to create this dedicated domestic campaign to showcase the significant increase there is in domestic product to meet the demand for staycations which we know is there."

"Our suppliers have shown agility and innovation in creating new products in a very short timeframe which means we are able to support our members and in turn offer their customers a broader range of staycation options," he added.

The campaign will includes a digital, flickable ‘brochure’, highlighting staycation experiences from some of the UK’s top travel providers, tactical emails, a tool kit to help members sell the domestic cruise product and a B2B email newsletter.

Advantage has also created a dedicated private members Facebook group, which will include video updates from partners and partner offers.