New insider positioning for Trafalgar

New insider positioning for Trafalgar

first_imgEven though the romance of travel has changed, Trafalgar promises clients an even more exclusive experience as it re-focuses branding on showcasing their expertise as a world-class operator with insider knowledge.“Our main message is that it’s not just a marketing ploy, we have valid reasons to bring people in and show them a unique side of the destination,” Global CEO, Gavin Tollman said, referring to the newly launched tagline ‘seeing the world from the inside’.The tagline coincides with the early launch of their 2012 range of itineraries, which also includes an overhaul of inventory, specifically changing some 500 hotels and 300 dining experiences, all part of an ongoing transformation, according to Mr Tollman.“We have seen the whole segment of the touring industry has changed and we saw a change in our dynamic,” Mr Tollman said yesterday in Sydney, as part of a week-long trip in Australia.“We are moving away from having to sell what we do, to making it an aspiration product.  Those are the types of moments we want to crate, so for 2012 we took it off auto-pilot and are becoming part of an evolution of what we want to achieve.”“It looks like Trafalgar, feels like Trafalgar, but it’s more vitalized.  We don’t want Trafalgar to be a faceless brand,” Mr Tollman said of the new range of brochures, out six weeks early this year due to travel agent demand.Changes also include expansion to its popular At Leisure programme, for the first time being sold in Australia with an Australian itinerary, an expansion of its First Class brochure and exclusive Be My Guest dining inclusions.“We are changing the stereotypes of coach touring, but it is essential we still deliver the product our guest wants,” Mr Tollman said.“I don’t want to change the business model; I want to change the conversation.”New destinations include a Scenic Ireland tour, as well as Cairo and Sharm el-Sheikh, Alpine France and Switzerland, Paris and Provence and Spanish Island Serenade.“At Leisure itineraries were the stand-out success of our Europe and Britain 2011 program, exceeding all expectations and bringing in a significant amount of new business for Trafalgar. So it made sense to offer more of what your clients are demanding by introducing 15 exciting new itineraries for 2012,” Managing Director, Australia, Matthew Cameron-Smith said.As part of the launch, Trafalgar Sales Manager are delivering Provencal Lamb Rub herbs to agents, with the incentive to recreate their own Be My Guest experience before 31 October 2011, to go into the running to win one of 10 $500 hampers.For more information visit www.TrafalgarAgent.com.au Source = e-Travel Blackboard: D.Mlast_img

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