IN FOCUS Rocky Mountaineer AGENT INSIGHT
Ten Lifestyle Group saw a 26% jump in bookings for luxury rail journeys in 2024. David Farrell, head of product and commercial partnerships, shares his knowledge of popular routes and how to package trips.
What do you think is driving demand?
Train travel is one of the most Belmond said it experienced a “record
year” in 2024, with a 25% increase for bookings across its train portfolio.
Tailor-made tickets There’s ample selling opportunity for agents who get on board with luxury train travel, particularly when it comes to customising itineraries for clients. “It’s rare that anyone would travel
abroad solely for the rail journey, so there’s greater earning opportunities for agents to book hotel accommodation, sightseeing and transfers,” says Railbookers’ Jones. The emerging trend for ‘hybrid
holidays’ also promises to be lucrative. Tailor-made operator Audley Travel recently reported that 77% of its partner agents were seeing a rise in bookings for trips with multiple distinct elements. Head of product Alex Bentley says: “We’re seeing rising demand for hybrid journeys that give clients two or three holidays in one, combining rail itineraries with cruise, safari or wine trails, for example.”
This is where the role of agents and
operators really shines, as they coordinate complex pieces of the journey according to departure and arrival times, proximity between destinations and seasonality. Uniworld Boutique River Cruises has also seen a shift towards hybrid holidays, launching its first river cruise and rail brochure last December after research indicated that 73% of guests are interested in luxury rail travel. The demand speaks for itself. Managing
director Chris Townsend reports that in January the brand secured three trade bookings worth a combined £200,000 for India itineraries including travel on the Mahajaras’ Express. Demand for such journeys increased by 50% in 2024 – a rise Townsend attributes to growing “bucket-list sentiment”. Similarly, itineraries in Europe with Golden Eagle Luxury Trains grew by 27% last year. With the appetite for luxury rail travel
showing no signs of slowing, there’s only one thing left to do: hop aboard.
relaxing ways to see a destination. Plus, it’s sustainable, so clients can travel responsibly without UCETKƂEKPI NWZWT[
Where are the most sought-after destinations among your clients? The Rocky Mountaineer has been incredibly popular, especially when combined with time in Vancouver and an Alaskan cruise. Belmond’s Eastern & Oriental Express – operating in southeast Asia – which we’ve paired with land touring, has also stood out. Rovos Rail in South Africa, with a safari or beach holiday, is
another top performer. Customers want the train journey to be
the key aspect and to build the rest of the trip around it.
What interest have you seen for new product?
Belmond’s Britannic Explorer has been a big deal for us. There are already people who have missed out this year, so I think demand will remain high.
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MARCH 2025 ASPIRE
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CREDIT: Sarah Lucy Brown
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