Road & Rail

“Group travel has an image problem”: Topdeck GM on the company’s big rebrand

Topdeck has launched a new brand proposition along with three new destinations with a focus on authenticity and cultural immersion.

The new proposition Feel Real is aimed at travellers who are sick of “filtered tourism”, and are seeking the “visceral essence of travel”.

This direction is based on multi-market research across Australia, New Zealand, the United States and the United Kingdom into its target audience of 18-39-year-olds, revealing Topdeck’s audience are tired of mass-produced and duplicated moments.

As a result, the brand is seeking to distance itself from cookie-cutter travel to amplify aspects that are socially rewarding, culturally different and personally liberating.

Charles Knowlton, Topdeck’s global general manager said the company intends to break through the travel conformity trending social realms by redeveloping routes across the world, drawing attention to the elements of travel that ‘feel real’ and liberating individuals from the rules of normal life.

“Travel that feels real is at the heart of our brand and operations approach,” Knowlton said.

“We know that our customers desire deep culture, meaningful connections and to be able to not just see, but really feel a destination, as well as take in everything the journey has to offer along the way,”

“Travel has become commoditised and homogenous. Travel should be more than offering ‘copy and paste’ experiences.

“It should offer people the chance to escape the mundane of day-to-day life, meet new life-long friends, gain new perspectives and broaden their horizons. We deliver that, group travel delivers that, but group travel has an image problem, that we aim to overcome.”

The rebrand includes three new trips, including ‘intimate’ experiences in Sri Lanka

The rebrand will include a new website, digital marketing campaign and collateral, refreshed messaging, trip alterations and a series of new product releases.

The youth travel gurus launched three trips alongside the rebrand, marketed as “epically intimate routes” through Sri Lanka, Georgie (EU) and Ecuador and the Galapagos which will be available in 2020 and 2021.

SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Destinations

Aussie states and territories restrict NZ arrivals after Auckland declared a Commonwealth hotspot

by Huntley Mitchell

The trans-Tasman travel plans of Kiwis have once again been thrown into disarray thanks to a concerning COVID cluster in Auckland.

Share

CommentComments

Travel Agents

AFTA’s interim survey results reveal “distressing” statistics, says Rudd

AFTA has released interim results of its ‘Travelsectorkeeper’ survey, and they make for some pretty grim reading, according to CEO Darren Rudd.

Share

CommentComments

Aviation

American Airlines confirms pilot saw UFO, says to contact the FBI

by Ali Coulton

We don’t know about you, but we see this as proof enough to start constructing tinfoil hats and heading for the hills.

Share

CommentComments

Destinations

Here’s how Scotland is embracing the ‘new normal’

While international travel may be at a standstill, Scottish tourism businesses have kept busy adapting services for their guests and local communities.

Share

CommentComments

Wholesalers

Abercrombie & Kent unveils remote Flinders Island adventure

The luxury travel connoisseur is bringing remote and unusual parts of Australia into the spotlight with the launch of this new active adventure off the Tasmanian coast.

Share

CommentComments

Tourism

“There’s a fair bit of work to still go there”: ScoMo plays down hype around ‘vaccine passports’

by Ali Coulton

When the PM talks about international travel, the whole of Australia listens. However, in this instance, you’re going to have to switch on your eyes rather than your ears.

Share

CommentComments

Travel Agents

Flight Centre posts $234m loss, but grows its share in “large and important” Aussie leisure market

by Huntley Mitchell

If you ignore that big negative number in the headline, it’s all very positive news here from FCTG.

Share

CommentComments

Aviation

Qantas suffers $1bn half-yearly loss, pushes back international flight plans

by Huntley Mitchell

The flying kangaroo won’t be hopping overseas as soon as originally hoped, after posting a “stark, but not surprising” loss.

Share

CommentComments

Destinations

Brisvegas tapped as preferred host for 2032 Olympic Games

Crack a tinnie of XXXX Gold, because it looks like the Olympics might be coming to Queensland 32 years after Sydney’s hosting efforts.

Share

CommentComments

Cruise

Carnival Cruise Line extends US pause, as Canadian port closures spark Seabourn, Princess and HAL cancellations

Canada’s obnoxiously handsome PM, Justin Trudeau, has chucked a spanner in the works for cruise fanatics over on that side of the globe.

Share

CommentComments

Technology

Intrepid co-founder backs the Pinterest of travel apps

The social media platform claims to be the first to let users share travel-specific content to create real-world itineraries.

Share

CommentComments

Destinations

Why your clients will be drawn to Japan’s heartland once international travel restarts

by Sponsored by Gifu Prefecture Tourism Federation

With your clients no doubt itching to get back overseas, here’s a destination that’s a realistic chance of reopening to Aussies before many others.

Share

CommentComments