Timing right for Asia launch, says Topdeck

Timing right for Asia launch, says Topdeck
By Anne Majumdar


It may be later to market with its Asia program than others operating in the youth travel space, but Topdeck is confident its different approach will see it thrive.

Speaking to Travel Weekly ahead of the Topdeck Asia launch in Sydney yesterday, global brand director Sarah Clark admitted they company was “possibly” a little slow off the mark.

But she insisted that the timing just hadn’t been right until now.

“We’ve went through quite a large growth period over the last five to seven years especially though our Europe product range,” she said, adding that Topdeck had launched its North America program four years ago.

“You don’t want to take on too much at one time,” she continued. “We really want to make sure the product is consistent anywhere that we launch.”

While the company has been looking at expanding its program into the area for “a couple of years”, it was the recent Global Youth Survey’s pinpointing of Asia as a highly desirable destination for its travellers which prompted the decision to act now.

“A lot of companies are there already,” Clark admitted. “But we have really crafted a product that is very different – it’s a premium product but it’s soft adventure still.”

The itineraries feature three or four star hotels, with smaller groups of maximum 20 that means travellers can really “get under the skin” of a destination, according to Clark.

There is also an emphasis on providing local, socially responsible experiences such as a visit to the Koto café in Hanoi which works to take kids off the street and provide them with useful life skills.

Its commitment to difference is reflected in products such as the 14-day Malacca trail which goes from Bangkok down to Singapore. It also has included Japan and Indonesia in the program.

Howeve, its signature itinerary is going to be the Indochina loop 27-day Asian Fusion itinerary, Clark confirmed. This can be broken down into smaller sections too.

Topdeck will promote the new range with a series of seven web episodes following the adventures of two young women, Laura and Kate, as they follow the loop. Unveiled at the launch last night, they will be pushed out through Topdeck’s channels next week.

Meanwhile, Clark revealed the addition of China to the program is on the cards, with more destinations to come on board in the coming years.

Check out the pictures from the launch below:

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