Revenue from Back-Roads prize frees initiative jumped 7 per cent year-on-year with forward-thinking customers keen to lock in deals.
For six weeks until 1 July 2024, 2025 departures were frozen at 2024 prices. Given the small group touring company doesn’t discount their tours, the promotion gives customers the chance to bag a Back-Roads tour at the best possible price.
This initiative was introduced after the pandemic and is now in its second full year.
Speaking to Travel Weekly, Back-Roads head of sales David Gendle said that one of the reasons the offer is proving to be so attractive is that customers are increasingly keen to lock in land travel dates so they can fit around any cruises they may have locked in.
There were 18 per cent more Back-Roads Touring seats available to book for 2025. April and May were the most popular months to travel. Bookings to the UK & Ireland are up 6 per cent, Italy and Mediterranean region bookings are up 16 per cent, and bookings to France are up 15 per cent.
Anna Fawcett, general manager of APAC for Back-Roads Touring said: “We are delighted by the success of our 2025 Price Freeze promotion. This year the promotion launched earlier, ran longer and was seen over 8.3 million times across all our channels.
“Our clients are clearly still eager to explore as much of the world as possible with us and look to immerse themselves in new countries and cultures in a meaningful way. Travel trends show that travellers are continuing to make their plans to travel a priority and are eager to venture into less touristy spots, as well as visiting important traditional holiday regions such as Italy, Greece, France, and Spain, which is reflected in the demand and sales seen during the price freeze.”
The most popular tours booked during the price freeze include:
Italian Indulgence – 13 days from $6,799 per person
An intoxicating mix of ancient cities and imagination-firing landscapes, Italy is a land where unforgettable experiences lie around every corner. Visitors will savour every moment of this Back-Roads adventure as they journey from enchanting Tuscan villages to tranquil lakeside retreats – sampling an abundance of tantalising flavours and local wines along the way. Departures from April 2025 – November 2025
Price includes: 12-nights in hand-picked accommodation, premium mini-coach transportation, experienced Back-Roads Tour Leader and driver, and 18 meals (12 breakfasts, two lunches and four dinners)
The Emerald Isle – 13 days from $6,569 per person
This fascinating tour delves into the Emerald Isle’s rich history, traditions and cultural heritage like no other. From the starting point at the spectacular Giant’s Causeway, the road trip will follow Ireland’s rugged peninsula through quaint villages and past ancient landmarks. Highlights include a Black Cab tour of Belfast’s street art and political murals, visits to the Titanic Museum and the iconic Blarney Castle, and time to uncover the magnificent Cliffs of Moher, an Area of Outstanding Natural Beauty. Departures from March 2025 – October 2025
Price includes: 12 nights in hand-picked hotel accommodation, premium mini-coach transportation throughout the tour, experienced Back-Road tour leaders and 18 meals (12 breakfasts and six dinners).
A Scottish Journey – 10 days from $6,759 per person
This epic Scottish Journey traverses coastal cities seeking out one-of-a-kind landscapes, towering mountains, enchanting lochs, dramatic castles, quaint villages, gripping legends, mesmerising history and undeniable charm. Highlights include uncovering captivating history at Culloden Battlefield, exploring the magnificent Cairngorms National Park, quality time touring the stunning Isle of Skye, and embracing Scottish whisky culture and the intricacies behind it on a tasting experience. Departures from April 2025 – October 2025
Price includes nine nights hotel accommodation, premium mini-coach transportation throughout the tour, experienced Back-Roads tour leaders and 14 meals (nine breakfasts, one lunch and four dinners).
Highlights of Britain – 11 days from $5,699 per person
This classic driving tour of England, Wales and Scotland, follows in the footsteps of famous writers and poets, showcasing the stunning countryside that inspired them. Over 11 days, travellers will fully immerse themselves in Britain’s fascinating history and culture, admiring evocative scenery, age old traditions, historic castles and iconic locations such as the Cotswolds, Snowdonia National Park, the Yorkshire Dales and the Lake District. Departures from April 2025 – October 2025
Price includes: 10 nights hotel accommodation, premium mini-coach transportation throughout the tour, experienced Back-Roads tour leaders and 15 meals (10 breakfasts and five dinners).
Corners of Cornwall – 8 days from $4,799 per person
From windswept moors and wild coastlines to historic cities and picture-perfect fishing villages, the county of Cornwall is filled with evocative sights and fascinating stories. This scenic tour explores the maritime heritage, rural beauty and culinary pride of this unique corner of Southwest England. Departures from March 2025 – October 2025
Price includes: Seven nights in hand-picked accommodation, seven breakfasts and four dinners, premium mini-coach transportation and Experienced Back-Roads Tour Leader and driver.
Iberian Inspiration- 12 days from $5,999 per person
This scenic tour takes the back roads on a special journey into the heart of ancient Iberia. East meets West and past meets present on this trip which takes in Arabic palaces, Roman temples, Catholic cathedrals and Jewish synagogues. Highlights include a visit to the stunning Córdoba Mezquita – a UNESCO-protected mosque, tasting authentic jamón ibérico at a traditional farm in Sierra de Aracena, experiencing the historic charm of Córdoba, Granada, Úbeda, Estremoz and Ronda with stays in charming old town hotels, and a traditional Flamenco show in Seville. Departures from March 2025 – November 2025
Price includes: 11 nights in hand-picked hotel accommodation, premium mini-coach transportation throughout the tour, experienced Back-Road tour leaders and 16 meals (11 breakfasts, two lunches and three dinners).
Featured image: Back-Roads touring
