Creative Cruising, Coral Seas move to Creative in TTC reshuffle
Adventure World’s Creative Cruising and Coral Seas brands will shift to the Creative Holidays product range, following its October acquisition by The Travel Corporation.
The “strategic move” is designed the take “full advantage” of the reputations and product ranges of both brands, according to TTC Australasia chief executive John Weeks.
“It is in line with the strategic direction of Creative Holidays and Adventure World and provides both brands opportunities for growth,” he said.
Creative Holidays managing director James Gaskell described the new additions to the Creative portfolio as a “vital part” of its 2014 plan to provide agents with the product range and trade tools required to enable them to meet the needs of their clients.
“Australians are cruising in greater numbers than ever before and a large portion of those trips combine a land component – this partnership will simplify cruise/FIT combinations for agents,” he said.
He confirmed they will continue to operate as standalone brands under the Creative Holidays umbrella although he stressed that the business will look for operational efficiencies "wherever possible".
Operational chjanges will be rolled out over the coming weeks, but as 2014/15 brochures have just hit travel agents’ shelves, the brochure strategy will be reviewed to reflect the changes for next year.
"In the meantime, product will be incorporated into the new Creative website," Gaskell said.
He revealed the two new additions to the Creative range are just the first new products to be added as part of its planned portfolio expansion. It aims to offer more than 70,000 products through its agent website which will launch later this year.
Meanwhile, Adventure World managing director Fiona Hunt said the loss of Coral Seas and Creative Cruising would enable the soft adventure company to focus on “fully aligning” its product range with both the brand and its target consumer.
“Importantly, this realignment also allows for an immediate launch of the Adventure World South Pacific and Europe program.”
Hunt told Travel Today that she does foresee any negative impact on Adventure World's performance this year as a result of the loss of the brands.
"We don’t expect it to as we’re structuring up for growth with the launch of our Europe product as well as other announcements still to come," she said.
"The shift is really about aligning the brands to where they best fit and just as Adventure World is setting up for long-term, big picture growth, it will equally allow for the growth of Creative Cruising and Coral Seas.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
adventure world coral seas creative cruising fiona hunt james gaskell john weeks the travel corporation wholesalersLatest News
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