Infinity Holidays and VisitBritain are celebrating the successful conclusion of their regional Britain campaign.
The initiative inspired Australian travellers to explore beyond London through a series of fully bookable self-drive itineraries.
The campaign recorded 686 room nights during March, representing a six per cent increase on the prior period, with 40 per cent of growth coming from outside London. Notable increases were recorded across Edinburgh, Manchester, Liverpool and Harrogate.
Jo Rendall, Infinity Holidays Business Leader, said the campaign had opened up a new side of Britain for agents and their clients.
“By focusing on authentic destinations, from historic castles to scenic drives and local pubs, we’ve helped travellers discover a side of Britain beyond the typical hotspots,” Ms Rendall said.
Ashleigh O’Reilly, Infinity Holidays Marketing Manager, said the campaign also drove a significant increase in agent engagement.
“Throughout the campaign, we’ve seen a significant increase in web traffic, with agents using our website more and more as a go-to resource, especially for in-depth marketing materials and product-based itineraries like these,” Ms O’Reilly said.
Kristen Angus, VisitBritain Australia and New Zealand Country Manager, said the campaign had successfully shone a spotlight on Britain’s distinct regions.
“This initiative has given us a fantastic platform to highlight the wealth of fresh and exciting experiences available across the nation right now, inspiring travellers to venture beyond the traditional honeypot destinations,” Ms Angus said.
Infinity Holidays continues to support agents with marketing materials, itineraries and bookable experiences across England, Scotland and Wales.
