Travelsphere and Just You continue to lean into the power of a regional marketing strategy—managing director Adam Kemp told Travel Bulletin why
"When we hear the word ‘regional’, it might not spark immediate excitement - yet regional strategy holds some of the most powerful keys to growth in the travel industry. While headlines often focus on national trends or global shifts, it’s the regional stories, the local nuances of choice and convenience, and the targeted offerings that ultimately shape how travellers choose, book and experience their holidays.
"In fact, every national result - from election outcomes to travel bookings - is built on regional foundations. Travel operators often report success in big-picture numbers, but behind every overall rise in sales or traveller numbers lies the quiet, consistent work of tailoring products and services to meet local needs.
"...behind every overall rise in sales... lies the quiet, consistent work of tailoring products and services to meet local needs."
"Regional focus isn’t just a back-office detail; it’s where meaningful customer connections and real business gains happen.
"There’s a reason why trade teams have key account or business development managers specifically dedicated to a region. Simply put, their knowledge of the area gives them the best possible opportunity of harnessing interest, responding to the needs of agents and therefore understanding the demographic and how that relates to travel aspirations.
"That gives the trade the ability to adapt and pivot where necessary. At Travelsphere and Just You, the feedback from on the ground was that guests were looking for more regional flight options. The desire to travel was there, but centralising departures from a handful of major hubs was impeding their ease of travel.
"And so, over the last 12 months we have boosted our regional flight programme and now offer departures from 11 airports, up from four in early 2024. Guests can travel from the likes of Glasgow; Belfast; Liverpool, Bristol; and more. The results show it was the right move, as bookings with a regional flight now make up a significant part of trade sales. We are not simply paying lip service to this; it’s a long-term strategy.
"...bookings with a regional flight now make up a significant part of trade sales."
“It helps to address what can be a key pain point: accessibility. Not everyone lives near a major city or airport, and so by adding more regional hubs we can help reduce barriers to travel and unlock demand from customers who might otherwise feel overlooked. This builds brand loyalty, fosters word-of-mouth promotion and creates repeat customers within communities.
“Not everyone lives near a major city or airport… by adding more regional hubs we can reduce barriers to travel and unlock demand…”
“In terms of perception and interest, it might not carry the headline appeal of launching new tours or partnerships, but it goes a long way in supporting the goal of attracting more people to touring.
“Keeping it regional on an operational level also connects to what we offer on our escorted tours. Authentic experiences focused on local culture, cuisine, and traditions are in demand, so why should the way in which we position these tours to customers in any way impede their ability to sample it for themselves?
“Ultimately, embracing regionalism is a strategic, long-term project. When done right it can position a travel operator as community-oriented, responsive and focused on the people it serves.”
Adam Kemp is managing director at G Touring (Travelsphere and Just You).
