Not Just Travel has unveiled a luxury training scheme for its 800-plus agents to capitalise on growth in the upmarket sector.
The homeworking agency said the move is the biggest strategic upgrade since the launch of its cruise division in September 2022, which tripled cruise sales across the network.
Not Just Travel – winner of Aspire Awards Luxury Homeworking Business of the Year: Large – announced the luxury training at the company’s Summer Celebration last weekend (July 4-5).
Held at the East Midlands Conference Centre, it was Not Just Travel’s biggest-ever business development event, with 300 delegates.
The three-level training programme move reflects changing consumer behaviour, with travellers increasingly upgrading to higher-specification hotels and more personalised experiences, even within mainstream packages.
Not Just Travel highlighted the growth of premium offerings such as Jet2’s Indulgent Escapes and easyJet holidays’ Luxury Collection as evidence that luxury travel is becoming accessible to a wider audience.
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The first level, free to all consultants, includes The Luxury Standard podcast and new training assets.
The Elevation Programme is the second level and an application-only course, where limited number of consultants each quarter will be taught how to break into luxury and ultra-luxury markets.
The top level, Signature by NJT, focuses on ultra-luxury journeys supported by premium concierge service.
Once accepted into Signature, consultants will have access to specialist luxury events.
Not Just Travel will also introduce marketing about the value of using an expert personal travel consultant, particularly for complex or high-value trips.
The announcement follows the appointment in November of Josie Allen as head of marketing, bringing experience with premium hospitality and lifestyle brands including Louis Vuitton, Chanel and Apple.
Steve Witt, co-founder of Not Just Travel, said: “Our Cruise Division proved what happens when you give consultants high-level training, immerse them in the product and put them in front of the right suppliers.
“Sales tripled because of our focus on consultant development and trade opportunities, empowering them to become confident specialists. We will do exactly the same with luxury.
“Customers are spending more on quality. We see it through partners such as Beachcomber, whose premium Mauritius resorts have become a key part of our training calendar.
“Sales through Beachcomber have grown fourfold since becoming a Key Trade Partner, giving consultants the confidence to sell high-end resort stays.”
Josie Allen, head of marketing at Not Just Travel, said: “Luxury is a term that the travel industry struggles to define. For us, luxury is providing an exceptional experience tailored to the client.
“We are supporting our consultants at every stage with transformative in-depth training, support and marketing collateral.”
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