Trafalgar Tours has pronounced itself as ‘The Insider’ on travel in its latest brand positioning initiative. The escorted holidays tour operator has extended its authentic experience offering ahead of its 65th anniversary birthday next year following market research, which suggested what Trafalgar calls a ‘stagnating motor coach industry’.
The company will now emphasise on insider knowledge in its future brochures, including more ‘Be My Guest’ options, which takes guests to dinner at locals’ homes. Its hotel portfolio, small-group sightseeing tours and ‘Local Experts’ insights have also been revamped for next year’s portfolio, as well as its ‘At Leisure’ and ‘Family Experiences’ programmes.
Gavin Tollman, CEO of Trafalgar explained the reasons behind the new brand positioning. “We recognised that there were a number of barriers to the growth of the traditional escorted touring market. Guests don’t just want to see the sights, they want to feel part of the destinations they visit and they want to be individuals as opposed to ‘tourists’,” he said. “It was with this in mind that we developed important elements such as Local Experts, Hidden Treasures and particularly the Be My Guest dining experiences, which have proved so popular with our customers that it has now rolled out on every single one of our holidays worldwide”.