Mark Warner has revised its marketing strategy for 2025 to include a ‘renewed focus on trade partnerships’.
A spokesperson for the company, which operates five beach club resorts in Greece and Turkey and a ski programme in Tignes, said: “We do currently sell through the trade and have done for many years. We’re working now on developing our relationships with the trade.”
As part of the new trade focus, the operator has organised fam trips throughout the year, with the first one taking place this month and more planned for the summer as well as a winter ski fam.
Mark Warner brought in Ellen Yates at the end of last year from Flight Centre to lead the new trade focus, handling partnerships, training and fam trips.
“Ellen’s official job title is Sales Supervisor, but her role also covers Agency Sales Manager and she is the dedicated sales lead for trade sales,” the spokesperson said. “All the sales staff support agents with making bookings.”
Ellen said: “We’re delighted to be reconnecting with our valued trade partners and building new relationships across the sector.
“Having started out as a travel agent myself, I understand first-hand the crucial role agents play in helping clients find the perfect holiday. We’re committed to being a supportive and collaborative partner, offering not only inspiring fam trips and competitive commissions, but also a genuine sense of partnership and shared success.”
This renewed focus on the trade is complemented by a wider marketing reboot, including Mark Warner’s return to TV advertising for the first time in many years.
Head of Marketing Anne Williams said: “I’m thrilled to see our new TV ad on air, as it signals an exciting new chapter for the brand that created the iconic Mark Warner Active Holiday over 50 years ago. This campaign is focused on reigniting awareness and affection for a brand that has been both well-known and well-loved by British holidaymakers for decades.”
“We know there’s a generation of customers who have fond memories of Mark Warner holidays, and we want to remind them we’re still here and better than ever, while also introducing the brand to new audiences who may not yet know us.
“By blending traditional media like TV with our digital efforts, we’re setting the foundations for long-term growth. For our trade partners, this visibility means more recognition, more trust, and more opportunities to convert interest into bookings.”
