Peregrine lowers pricing for Reserve tours

Peregrine lowers pricing for Reserve tours
By admin


Adventure operator Peregrine has admitted the pricing of its upmarket Reserve product was too high last year as the brand released its new 2014/15 program with cheaper rates.

General manager Steve Wroe said the price positioning in 2013 was a mistake after it “threw the book” at the product and “whacked a margin on top”.

“This year we looked at all the competitors in that luxury space and made sure that we’ve got a price that sits just below the likes of A&K. We have worked hard to get the price point right,” he said.

Revenue is up 300% on last year, albeit off a small base, Wroe said.

The program features product across Asia, Europe, Middle East, Africa, Latin America and the Subcontinent with tours operating with a maximum of 12 guests. Accommodation is in boutique properties while every itinerary features a “unique experience”, Wroe said.

He also emphasised the experience of its tour leaders, some of who have been working for Peregrine for more than three decades.

“Tours leaders often make or break an experience,” Wroe said.

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