Stella launches new premium agency brand
After extensive market and behavioral segmentation research research that determined that they need a premium, or as Keith Stanley head of Stella Travel Services described to The Mole recently, a “platinum” agency, Stella Travel Services has today revealed its new top end agency brand, which is to be called Aliseo.
The subject of an internal competition won by Stella Travel Services Australia Retail Advertising Manager, Sarah Hallmark, Sue Graham, newly appointed GM of Aliseo told The Mole this morning, from the Harvey World Travel Conference that the objective of the competition being internal was to harness the creativity and ideas of everyone in the Stella team and it worked, because this is a fabulous new name for fabulous new brand.
Sue added, “Aliseo is very significant for Stella Travel Services and a major part of our growing brand portfolio.” “It also opens up some new and significant market opportunities for our member agencies and across our existing brands”.
It’s believed the new brand of will consist of around 30 upmarket agencies, and will be primarily additional stores, not rebranded agencies, with Sue adding, “We are very pleased with the way it is all coming together and are confident that Aliseo will provide a unique value proposition within the industry, with roll out to market being in February, 2008.”
Sue told The Mole, “It is important to appreciate that this is a new Stella brand and while members may consist of some who happen to be our current franchisees wanting to operate an Aliseo office, equally so we believe that there will be other agents out there, many of whom are already working in this upmarket space, or wish to, who will want to join us.”
“While there are some agencies working in this space, we do not believe any brand has really encompassed it and we see Aliseo as a really great opportunity for us.”
“We will be providing significant support, product and service delivery right across everything we do, but we also believe Aliseo locations will need to be very different to the majority of the current agency office offerings.”
“For clients spending large sums of money on a holiday they expect superb locations offering privacy, the highest standards of service and delivery of great product relevant to their needs.”
“They expect appointments, private rooms to discuss their travels and different standard of service than previously offered, probably in a meeting room and probably not a street front or a mall style location.”
Agents interested in being considered for Aliseo locations should contact Sue on 02 8229 4102 or [email protected]
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John Alwyn-Jones
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