Trafalgar will launch a major trade campaign later this month in a fresh drive to convince agents that its product has revolutionised the touring holiday market.
Details of the push are under wraps but it is expected to highlight the exclusivity of its Insider product amid ongoing competition in the marketplace.
The campaign will also aim to convert those agents who have yet to fully embrace Trafalgar’s efforts to alter the perception of coach touring – or guided holidays as the operator now brands the sector.
Emotionally connecting with consultants is expected be part of Trafalgar’s approach.
Despite apparent success, Trafalgar is thought to be frustrated at lingering skepticism in some quarters towards its efforts to change the image of group tours, while competitors trying to replicate its product – which aims to showcase a destination through the eyes of locals – has also irritated management.
Trafalgar chief executive, Gavin Tollman, told Travel Today last September that while he was “flattered” at rivals following suit, some of them were not doing it justice.
“My greatest concern is that a lot of people are saying it but not actually doing it,” he said. “As a consumer or as a travel agent that is very concerning.”
Promoting authentic and exclusive experiences is one thing, but failing to deliver risks tarring the entire sector, he said.
Trafalgar’s trade campaign is likely to address these issues and encourage agents to explore its product range in greater depth.
Tollman also claimed last year that Trafalgar would not “waste time” trying to convince agents who refuse to buy into its strategy – although the imminent trade campaign would suggest it is trying to do just that.
More details of the crusade are expected to be unveiled next week.
Meanwhile, Trafalgar’s local managing director, Matt Cameron-Smith, heralded its 2013 performance – in terms of passenger numbers and revenue – as its best in six years.
Guest satisfaction was also at its highest ever level, a testament to its Insider product, he added.
Growth in the “low double digits” for its European program would be a good result in 2014 following such a strong 2013, Cameron-Smith said.
“The UK was particularly strong last year so if we did the same again in 2014 we’d be happy,” he said.
