Upmarket operator Abercrombie & Kent unveiled a new brand of group tours last night as the firm looks to expand its reach and tap into a new customer base.
Australia will be one of three markets selling into A&K's new Connections product, a range of 16 tours catering for between 24 and 28 passengers. Each tour will have between four and seven departures with the first set to leave in March.
Australia will be joined by A&K's US and UK operations in selling into the tours.
A&K Australia managing director Sujata Raman said the product will cater for a "large sector" of people who don't want to travel on their own or find A&K's private touring "cost prohibitive".
Connections tours are up to 30% to 40% cheaper than the operator's ‘gold' category of private tours, she said.
Raman stressed the product will target and appeal to new clients rather than generate repeat business from past clients.
"There is demand for group tours and this is designed to create a new A&K customer base, it is not for our existing customers," she told Travel Today ahead of last night's gathering of agents. "It will make our product more accessible."
Connections group tours, while tapping into the expertise of A&K's onground offices, will not have the flexibility of private tours and in many cases will feature larger style accommodation, she said. Unlike Connections, A&K's private tours are "tailor-made by nature", she said.
Raman added that the new product could see more consultants begin selling A&K.
"Some travel agents are a bit nervous about selling A&K because of the price point but Connections will be an easy sell," she said.
Australia currently accounts for 25% of Connections global sales which Raman said was "better than expectations".
