Queensland Rail tracks travel agents
Queensland Rail Travel is stepping up its relationships with travel agents as it works to build greater awareness of its services and enhanced products.
It has signed a long-term partnership with the Jetset Travel Group and is identifying key agencies which target its core market of affluent, 45-years-plus travellers.
Max Kruse, general manager of QRT, said currently 80% of business for its rail tours comes through its travel centres.
"There is a huge upside for us to build relationships with travel agents, who currently provide just under 20% of bookings."
QRT’s revenue grew 24% last year alongside passenger growth of 7%. The revenue increase was attributed to patronage of the Queensland Class trains, the Spirit of the Outback and the Sunlander.
Domestic business (90%) still dominates but QRT believes it is building awareness internationally so that "when visitors come to Australia, they come to Queensland and when they come to Queensland part of that experience is Queensland Rail".
In this it will be helped by significant software and hardware improvements, including extensive luxury refurbishments of the Sunlander to include First Class suites, airline-style lay-flat beds and new entertainment systems.
"We’re taking it to a new level rail travel, along the lines of the Orient Express. That’s where the demand is," said Kruse.
Ian Jarrett
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