Inspiring Journeys managing director Tammy Marshall has insisted sales of the brand have met her own expectations despite it failing to meet those of Travel Corporation chief executive Brett Tollman.
Marshall told Travel Today sales for the start-up domestic operation were in line with her targets in what she described as a tough trading environment.
Its high end product, coupled with the demand for overseas travel and lingering effects of the Global Financial Crisis, had made it a difficult time to launch a new domestic brand, she said.
“We have established brand awareness and made inroads with the trade who are excited about the product,” Marshall said. “We are meeting our expectations.”
She conceded, however, that it appeared it was not meeting the expectations of her global boss, who told Travel Today the take up had been “a little disappointing” with the brand “not as well received as we would have hoped or expected”.
Marshall said: “Inspiring Journeys is a niche brand and it is high end. We are still in a price conscious environment which is a barrier in the current market. But we are in this for the long term.”
Longer, more expensive itineraries had been a tough sell domestically, she admitted.
Attention will now turn on selling tours to international markets. Inspiring Journeys has already launched in New Zealand and Singapore and will soon begin selling the product in North America and Germany.
It is set to distribute tours to Americans via Qantas Vacations while negotiations are taking place in Germany with a number of wholesalers.
The UK is also a target market with discussions with potential distributors to be held at ATE in Perth next month.
“We will broaden our opportunities by being in more markets in 2013,” Marshall said.
The intention is to double passenger numbers and revenue.
Shorter itineraries will be marketed to Australians while longer duration trips will be promoted to international markets, Marshall said.
It is anticipated that international travellers will make up 50% of passengers.
Marshall insists sales on track
