SHG targets acquisitions in 2027 Juliet Dennis


Specialist Holidays Group (SHG) aims to expand its portfolio through acquisitions in 2027 as it targets double-digit trade sales growth for a second year. Chief executive Andy Freeth


said the expansion would follow the migration of the group’s brands onto one technology platform and the start of the January peak season. Parent company Travcorp


Holdings bought SHG in 2025 and changed its own name to SHG in June to reflect its switch from a holding company to a portfolio of specialist travel brands that includes Sovereign Luxury Travel, Citalia, American Holidays, Destination2


and Destination2 Cruise. Freeth said the group would look


to fill gaps in its portfolio by buying complementary brands and was “open to acquisition opportunities”. He said: “The big thing this year is


the tech migration of two businesses with different back offices, front ends, financial systems and CRM systems. “We need to have the tech


integration complete and get 2027 off to a great start, then we can look at acquisitions. By the end of the year we will be on one system and operationally efficient.” He added: “That will give us


the ability to look at additional acquisitions that fit SHG’s desire to build a group of specialist holiday brands to get the benefits of scale.”


Audley eyes trade growth alongside first retail openings


Andrew McQuarrie


Audley Travel is targeting a doubling of its trade sales as the operator also prepares to make its high street debut via a retail partnership with John Lewis. Chief executive Richard Hodgson


revealed the proportion of business generated through travel agents currently stands at less than 5% – a figure he described as “quite surprising” given the strength of the agency sector. “Tere are so many very


competent travel agents up and down the country that I’m proud to partner with,” said Hodgson, who joined the tailor-made specialist in March. “I’ve said to the team there’s no reason


6 10 SEPTEMBER 2026 Richard Hodgson


why trade sales shouldn’t be at least 10% of our sales, if not more.” Te trade growth ambition comes


as the Witney-headquartered business prepares to take over the John Lewis concessions operated by Kuoni, which is due to exit its partnership at the end of the month. Audley will start selling


its range of tailor-made holidays across nine John Lewis locations from November, before opening in a further three sites next year. Te rollout includes


footprints in John Lewis’s Oxford Street flagship and Peter Jones


in Chelsea, alongside stores in Edinburgh, Cardiff, Bristol, Chelmsford, Norwich, Reading and Southampton. Concessions in Poole, Cambridge and High Wycombe will follow next year. Hodgson described


the arrangement as a “match made in heaven” that would introduce Audley to a broader audience. “Tere’s still a


huge swathe of the UK population that has not come across Audley Travel, so


We will look at


acquisitions that fit SHG’s desire to build a group of specialist holiday brands


Freeth cited South Africa,


Australia, touring and adventure, and river cruise as markets and destinations the group does not offer. He added: “We’re not looking


at anything right now but we want to complement what we already do. We’re well-backed and our shareholders have an appetite for acquisitions.” For 2027, Freeth said he would


be “happy with double-digit growth” in trade sales, having already enjoyed double-digit growth this year. Agent bookings account for about 35% of business, with Sovereign the fastest-growing through the trade. He said: “Trade will be a bigger


share of what we do on the back of our continued investment.” A bespoke agent booking portal


for its operator brands will launch by the year’s end. Currently, a “small proportion” of sales are made online. The group, which is currently


recruiting to replace chief marketing officer Erin Johnson, recently promoted Jorge Quibell to director of trade partnerships and appointed Maria Cunningham as head of sales for its operator brands.


Audley Travel will soon open in John Lewis on Oxford Street, London


I see this as a great opportunity to introduce them to us for the first time,” he said. “Tere are hundreds of


thousands of people going through John Lewis stores across a year, so this should be very exciting.” Te operator is recruiting around


80 staff across the 12 concessions, with some former Kuoni employees expected to join the ranks. Former Tui executive Ste


Bracegirdle will lead the division as head of retail operations, following a seven-month stint as a business development consultant with the brand.


travelweekly.co.uk


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