Gold Medal Travel Group says last Friday and Saturday were its strongest trading days in history, generating ‘unprecedented booking volumes’.
Sales on 30 and 31 January 2026 were up 22% year on year. Previously, the same weekend last year marked the group’s best-ever trading performance.
The group, which includes flagship brand Gold Medal and sister brands Pure Luxury, Cruise Plus and Incredible Journeys, says it’s continuing to see ‘robust demand for travel’ with considerable growth in the Far East and Indian Ocean.
Consumers are increasingly treating holidays as ‘essential, even amid challenging economic conditions’, according to the operator.
Gold Medal has attributed the success to a combination of competitive and tactical pricing, product range and enhanced agent support across all brands.
It added that new search-and-compare web functions have enabled agents to convert enquiries more effectively.
Trading Director Simon Owen (pictured) said: “These results demonstrate that when you hold your nerve and maintain confidence in your products and proposition, consumers respond.
“The travel industry has weathered many significant headwinds in recent years, but this past weekend proves that demand is not only resilient, it’s stronger than ever.
“We’ve trusted in our strategy, backed our people, and invested in the right partnerships, and our customers – our agents – are rewarding that commitment.”
