Trafalgar Tours global chief executive Gavin Tollman has called on travel agents to share his future “vision” of the brand and to buy in to the operator’s self-described “insider” tag.
Tollman and Australia managing director Matthew Cameron-Smith have been meeting with agents this week to further spell out Trafalgar’s future strategy and highlight product developments (Travel Today, yesterday).
In the absence of expensive, mass market advertising, the trade is seen as imperative in communicating the message that coach touring has moved on from the “if it’s Tuesday, it must be France” image.
“It’s one thing Trafalgar attempting to change and promoting a new image, but it’s quite another getting that message out to consumers,” one industry observer told Travel Today.
Tollman admitted it was critical to engage the trade.
“I am here to make sure our travel agent partners know the vision and direction we are going,” he said. “This is a long term commitment and that’s what we want them to get behind.”
An expansion of its At Leisure tours and Be My Guest and Hidden Treasures product — designed to provide local experiences — are the “pillars” for future product development, Tollman added.
Trafalgar will also explore ways of better tapping into social media with Tollman believing word of mouth will accelerate the process. The company has only “dabbled” so far, he said.
Citing a recent study, Tollman said only 14% of consumers believe advertising while 78% accept peer recommendations.
Image: www.trafalgardiscounted.com