Agents help Trafalgar weather economic downturn
Trafalgar’s first ever mini-movie, The Experience, has one unusual feature: it never directly mentions the tour operator’s name.
“We wanted to re-brand ourselves and our surveys showed that what people wanted was the experience and romance of travel. Our old focus was on our features and benefits. But we wanted something that was more personalized and focused on a couple’s romantic experience,” said President Paul Wiseman,
About 98 percent of Trafalgar’s tours are sold by agents, so it’s possible the company relies more on agents than any other tour operator.
That’s been an advantage during the economic downturn, Wiseman believes. As evidence, he can cite more cruise agencies turning to tours such as Trafalgar.
Agents may have been selling more cruises but at discounted prices. Tour operator prices have generally been kept at higher levels, adding to higher agent commissions.
“I think others in the (tour) industry were in a much worse position (during the recent recession) because we have 50,000 travel agents out there selling direct,” he said.
The mini-movie is being distributed by 150,000 travel agent companies along with a brochure about Trafalgar.
A survey of 2,500 agents found 98 percent recognition. “But far more interesting for us was that six out of ten (agents) did not make specific recommendations because they felt there was no real differentiation between the various choices of operators,” he said.
The company’s former slogan was “World’s Favorite Touring Company,” which Wiseman said studies found was too “commercial and corporate.” He believes bookers will be more inclined to feel comfortable with the new and more personal slogan of “Rediscover the Romance of Travel.”
Wiseman said business has been down this year but bookings in “2010 are way up.” If business continues at its present pace, it would be a better year than 2007, which was a record for sales.
“Our numbers are up 30 percent from the same time last year,” he said.
One reason for that is pent-up demand.
But there’s also the factor of the famous Oberagammu passion plays worldwide, which take place only every ten years. Trafalgar has more than a dozen different options.
Other factors in helping in Trafalgar’s success:
• Improved value-added deals such as companions being able to fly for free.
• The number and range of unique local experiences such as a chance to dine with families have been expanded often at no extra cost.
• After a test project, Trafalgar is also adding tours geared to families, which appears to be an emerging market.
By David Wilkening
David
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
TAP Air Portugal to operate 29 flights due to strike on December 11
Qatar Airways offers flexible payment options for European travellers
Airbnb eyes a loyalty program but details remain under wraps
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026