The Barrhead Travel Group annual conference has taken place at Lake Maggiore in Italy (rather than Rome) under the theme “RESET”.
Key Takeaways
• Strong Sales Momentum: Sales are holding level with the previous year’s record-breaking figures, with 2027 departures already tracking +5pc ahead.
• Surging Sectors: Cruise bookings grew significantly (up 8pc year-to-date, with luxury cruise up 30%), while touring and adventure surged by 29pc. Italy remains a top-volume destination for the group.
• The Human Touch vs. AI: Leadership emphasized that while artificial intelligence and new quoting or itinerary tech streamline admin work, AI will never replace the deep, trusted relationships built by human travel advisors.
• Overcoming Volatility: Executives praised agents for navigating a turbulent year of global disruptions, extreme weather, and shifting regulations by prioritizing responsible, face-to-face customer care.
