Copycat rivals not delivering on promises, says Trafalgar CEO
Group touring firms that promise authentic local experiences but do not deliver risk "tarring the sector with the same brush", according to Trafalgar chief executive Gavin Tollman.
The operator adopted a “seeing the world from the inside” approach to touring two years ago with the launch of Be My Guest – a range of activities that aim to show travellers a destination through local eyes – and the creation of a bespoke training program for its Travel Directors, designed to give them the skills to provide each passenger with a tailored experience.
“There was a degree of cynicism with why Trafalgar was trying to change an established industry model, yet here we are two years later and our success has been nothing short of extraordinary,” Tollman told Travel Today.
This year, the Australian market has yielded growth of 27% in the number of back-to-back trips being booked. Globally, the number of repeat passengers travelling again with Trafalgar after one year has risen 57%. The strongest increases have been been seen in the 45-54 age bracket, representing a significant shift in its demographic, although Tollman stressed that its traditional customers in the senior category continue to be a priority.
Meanwhile, a number of Trafalgar’s competitors, both direct and indirect, have adopted a similar approach.
Although Tollman claimed to be “flattered” and was confident substantial growth within the market segment can support multiple operators, he accused many of them of not doing it justice.
“My greatest concern is that a lot of people are saying it but not actually doing it,” he said. “As a consumer or as a travel agent, that is very concerning.”
Disappointed clients are likely to turn away from escorted touring altogether, he predicted.
He advised travel agents to “take their time” when selecting an operator for their clients, examining brochures and websites to ensure the product descriptions are accurate.
“We don’t want to lose the momentum because others have not done the same work that Trafalgar has done.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
be my guest experiences gavin tollman trafalgar wholesalersLatest News
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