AAT Kings faces "massive" changes: Tollman

AAT Kings faces "massive" changes: Tollman
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AAT Kings is undergoing a “massive” transformation as the brand increasingly looks to bolster its appeal in Asia, The Travel Corporation’s global chief executive and president has revealed.

Brett Tollman told Travel Today that the domestic coach operator is going through “a period of reinvention” as it adapts to the demands and nuances of emerging markets.

Details will be unveiled next month, but product will be reshaped to reflect the changing market dynamics, Tollman said.

He added that Creative Holidays is also undergoing an overhaul following a tough year in the independent travel sector.

Tollman said AAT Kings is poised to launch a range of new product which he is “personally driving” with the brand’s managing director Anthony Hayes.

“The world has changed in terms of inbound to Australia so we are assessing where we need to go with AAT Kings,” Tollman said. “We are undergoing massive change over the next couple of years to reinvent the brand.

“We are investing significantly in replacing our entire fleet and are updating and bringing in new products and experiences to cater especially to the influx of future Asian travellers to Australia.

“The product is different to what an American or Brit might have expected 10 years ago. AAT Kings is in a period of reinvention.”

Tollman said products such as fly drive and private chauffeur driven tours, geared towards affluent Chinese families or groups, will feature while vehicles will “cater to the Asian customer of today and of the future”.

Trips taking in Australia’s luxury lodges are also likely.

“There are amazing things one can and should be offering to create a more dynamic suite of products and experiences,” Tollman said. “I am in Asia two or three times a year so I am personally driving this with Anthony and his new team, many of whom have a lot of experience in this part of the world.”

The operator recently appointed Lucy Jin in the newly created role of Asia sales manager with responsibility for launching new products in the region.

While sales for AAT “have not been terrible”, Tollman admitted it has not been satisfied with the level of business. But he stressed the overhaul was not purely about addressing poor sales.

“This is about looking at the future, looking at how the market has changed and how it will change in the future. We need to change with that,” he said.

Meanwhile, the ability of consumers to book “fairly priced products online by themselves or through the behemoth that is Expedia” is making like tough for Creative, he admitted.

“We are in a very challenged environment with the strengths of the likes of Expedia and other brands that we compete with in this space,” he said. “Creative Holidays has had a tough year, as have many in the independent sector.

“But we are working on a new website and new technology. The fruits of that labour will be seen over the next couple of years.”

Tollman also confirmed that Inspiring Journeys, which has also struggled since its launch, will be retained but as a sub-brand of AAT Kings.

Inspiring Journeys still offers great value, he said, although it became clear “pretty quickly” that not enough Australians were buying into the product.

Tours has been re-engineered, the price reduced and the number of markets where the product is sold expanded, he said.

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