Travel Agents

Costsaver relaunched to agents as standalone brand

Anne Majumdar

Trafalgar has relaunched its Costsaver program as a standalone brand, and is working hard to get the message out to the trade.

Although the Costsaver program has been around for more than 10 years as part of the Trafalgar program, its proposition has, until now, been a little problematic for agents, managing director Matthew Cameron-Smith admitted.

“It’s a brand we’ve operated for quite a while but feedback from agents was they found it quite hard to articulate the difference between Costsaver and Trafalgar,” he told Travel Weekly.

“We believe it deserves an identity in its own right. We’ve probably been guilty in the past of not talking about it enough.”

As a result, the company has given Costsaver its own brochure, website and messaging to make it clearer, although it does still bear the tagline “operated by Trafalgar”.

“While Trafalgar is still all about the experience, Costsaver is all about value – so it’s about value tours without compromise,” he said.

Everything is operated by Trafagar using its branded coaches and its travel directors, but using three and four star hotels instead of the four and five star properties offered by Trafalgar. Some of the inclusions are also different, with fewer meals included.

The price differential is about 30%, with Costsaver starting at $120 per day and Trafalgar up at $220 per day.

“We’re certainly seeing a strong desire for that value based proposition this year,” Cameron-Smith revealed. “The dollar is part of it but it’s also about making Europe more accessible and it’s about people being happy to take a trip that gives them more free time.”

In addition, the itineraries tend to move at a slower pace, generally with more than one night in each destination.

As a result, Costsaver itineraries are proving popular with a slightly younger demographic, with 20% of guests under the age of 40.

“For Trafalgar around 55 is the core whereas Costsaver is probably about seven years younger than that in terms of the core,” Cameron-Smith revealed.

Customers are also being enticed to add a Costsaver trip onto their existing itinerary by the lower price tags, he added.

A social presence has already been established for the Costsaver brand, with awareness to be grown through digital marketing, agent training, famils and campaigns with retail partners including Flight Centre and Helloworld.

“What we’re saying to our consultants is pick it up, have a look at it, see the value that’s on offer,” Cameron-Smith said.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Cruise

Viking ups its marketing tools for Aussie agents

Looking to impress your friends and colleagues with some very specific cruise ship fun facts? You’ve come to the right place.

Share

CommentComments

Destinations

Giant 2,000-year-old cat mural found in Peru

A huge drawing of a cat relaxing has been uncovered in Peru’s Nazca Desert, and now we know where we’re headed the second international borders open.

Share

CommentComments

Destinations

Queensland to reopen borders to NSW (except for Sydney)

Sydneysiders were seen kicking cans down the street this morning while shaking their fists in Queensland’s general direction following the announcement.

Share

CommentComments

Travel Agents

Helloworld’s retail network “largely intact”, as company lays out border and travel ‘bubble’ forecasts

by Huntley Mitchell

Travel Weekly has poured over Helloworld’s quarterly update to bring you this package of highlights.

Share

CommentComments

Technology

Emirates unveils new NDC-powered gateway for travel agents

Have you always found Emirates’ online trade platform to be a little clunky and lacking in capabilities? Relieve your tech-induced pain here.

Share

CommentComments

Road & Rail

Velocity Frequent Flyer partners with Hertz-owned car share company

Are you seeking other ways to boost your Velocity points than by buying a case of Virgin Wines or signing up for another credit card? Look no further.

Share

CommentComments

Hotels

NSW introduces strict new laws to regulate short-term rental market

The new laws include a ‘three strikes and you’re out’ approach for irresponsible hosts. However, that’s not to say they will be forced to wield baseball bats or chew tobacco.

Share

CommentComments

Cruise

Royal Caribbean updates 2021/22 Aussie sailings

The cruise line has also launched a new agent-focused campaign to help you get clients booking early.

Share

CommentComments

Wholesalers

Intrepid slashes prices for NT trips

Show your clients that they don’t need to leave the country to experience epic scenery with this banger deal from Intrepid.

Share

CommentComments

Aviation

Qatar Airways entangled in online recruitment scam

Adding to its already horrendous news week, the airline has become embroiled in an online recruitment scam.

Share

CommentComments

Wholesalers

“It’s good business to have”: Contiki boss talks pivoting to domestic and why agents should target youth travellers

Adam Armstrong began his stint at Contiki at an interesting time, to say the least. Here’s his game plan for the brand and his advice for agents.

Share

CommentComments

Travel Agents

Flight Centre boss demands proof of Queensland’s border closure advice

Skroo’s patience with the Queensland government is wearing thin, after making yet another request to see the medical advice that influenced the state’s border closure.

Share

CommentComments