The Interview


Paul Melinis, APT


The operator’s UK and Europe


chief is ‘positive’ about 2022 ahead of the resumption of tours in March. Samantha Mayling reports


T


he UK boss of APT is “positive” about the market in 2022 but


warns the recent


relaxation of travel curbs is not the “holy grail” for boosting bookings. Paul Melinis, the escorted tours


and cruise specialist’s managing director for the UK and Europe, told Travel Weekly that trading “really improved” after the announcement earlier in January but was not yet back to 2019 levels. “There is still a little bit of


nervousness. The [testing] news isn’t going be the absolute holy grail to bookings flooding in,” he said. “I was positive in 2021. But I’m


more positive about 2022.” Melinis warned of capacity


constraints as many consumers had moved holidays from 2020 to 2021 and then moved them again to 2022.


Sales opportunities However, he said there were more UK sales opportunities because Australians were not likely to travel in great numbers until later this year. The operator’s annual peaks


campaign, Time to Escape, has been one of its biggest-ever sales promotions, he added.


12 27 JANUARY 2022 Melinis predicted agents will


do well in 2022 by demonstrating their knowledge of products and ever-changing restrictions. The operator is seeing fewer


cancellations as customer confidence is growing, especially as APT’s first departure is not until March. APT had hoped to restart in 2021,


but will now resume operations on March 21 with a Balkan Adventure river cruise on Travelmarvel Vega. The sailing will be the first for the


brand’s ‘Contemporary Class’ of river ships, which includes Travelmarvel Capella and Travelmarvel Polaris. Another addition for 2022 is


APT’s new range of small-yacht cruises in Croatia, which had originally been scheduled for 2021. APT Travelmarvel added a


second vessel, Princess Eleganza, to its Croatian range for 2022 in response to demand, as much of the capacity on Lady Eleganza sold out. The operator is also taking


bookings for next year after putting its 2023 programme on sale early, back in August 2021. Another focus is the addition


of two ships – Mekong Serenity and Apsara – to APT’s 2022 and 2023 Mekong programme. “We just need Vietnam to open up,” said Melinis, who is


It’s great for our sales people to be selling holidays to clients who are desperate to travel. You can hear it in their voices


travelweekly.co.uk


“hopeful” of a broader opening “towards the back end of the year”. Also on sale are Christmas


market river cruises for 2022 and a new programme of private tours in Portugal and Croatia. Melinis said APT was well known


for traditional escorted holidays to destinations such as Canada, Australia and New Zealand but over the past year had received more requests for private tours, in a car with a driver.


Europe focus He believes Europe is the destination to focus on because it will open to tourists sooner than other regions – and tipped escorted tours and river cruises to be in demand as “trust and reliability” will be key concerns. Agents will soon see APT’s team of


three business development managers back on the road, promoting the brand after the Covid hiatus. “They’ve got friends, they build relationships – and it’s been taken


away from them. It has been very difficult,” he said. Also, APT’s new Agent Club


platform will provide agents with marketing and training materials. APT has recruited reservation


centre staff, brought in flexible working practices and welcomed the first person on its new graduate scheme. Melinis is also recruiting for a


new head of sales to succeed Jessica Shelton-Agar, who is moving to the Middle East. “Although the team and I will miss Jessica terribly, I am thrilled for her and thank her for her outstanding contribution,” he said. Referring to the upturn in


demand, Melinis said: “It’s great for our sales people to be selling holidays to clients who are desperate to travel. You can hear it in their voices.”


For the full interview with Paul Melinis, please visit: travelweekly.co.uk/media


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