Trafalgar shakes off competitors, launches brand overhaul
Trafalgar has said sayonara to its laurels and kicked off a significant brand evolution.
Incorporating a new tagline, fresh creative assets, a complete overhaul of its brochures, new tours and a brand new website that has just gone live, the overhaul is one MD Matt Cameron-Smith says is necessary for survival.
Speaking of the shift, Cameron-Smith said, “Tonight is about change. If you don’t change, you die”.
The announcement was made last night to trade and media partners in Sydney by the company’s global CEO, Gavin Tollman.
In 2011 Trafalgar launched their Insider experiences, which became synonymous with the brand and lead to a 37% growth rate in 2013 – the biggest ever in the company’s biggest history. However the brand’s management feel that the “Insider” message has now become ubiquitous, with many brands adopting a similar position.
So they decided it was time to shake things up.
Speaking exclusively to Travel Weekly Gavin Tollman said, “I knew at launch last year that we had to change.”
“The imitation wasn’t frustrating. I wouldn’t say flattering either. When you’re an industry leader it’s inevitable.”
“The brand has evolved a lot. What we are reflecting in the update is simply what our customers are saying about us.”
The new look, which has the tagline of Simply The Best was, as Tollman put it, the culmination of 12-18 months of hard work behind the scenes, and the slog of three marketing agencies and two heads of marketing.
Tollman told TW it was a personal reflection of the feedback he receives on a daily basis from reading online reviews, personal letters and first hand customer feedback.
“’The best’ was the single most common theme,” he said.
At the centre of the rebrand is Feefo, a customer review system that allows travellers to review and post their views on Trafalgar as a brand within the Trafalgar website. All reviews are published against the relevant itinerary, unedited and unmoderated.
Even negative reviews are published, with the brand’s holding the value of transparency as fundamental, while the weight of positive customer experience will outweigh the negative.
Cameron-Smith added word of mouth would help keep the brand on top, saying, “We believe in the power of advocacy. We are certain it will make a difference.”
Meanwhile Tollman encouraged the trade to use the reviews as a selling tool when working with clients.
“Turn the screen around and show customers. We encourage agents to engage with the third party reviews and sit with your clients and show them the unedited reviews,” he said.
Tollman believes Trafalgar is the first brand globally to publish unedited, unmoderated third party views publicly on its website and states that while the idea was bold it was unsettling for some within the organisation.
“There was a lot of fear around that.”
But with a 97% satisfaction rate, Trafalgar and its parent company, Travel Corporation knew it would be a safe bet to be bold in this space.
“We’re not selling widgets, we’re selling people’s dreams. I don’t want to be the best kept secret in travel,” Tollman said.
As well as the new branding, extra destinations and itineraries have been thrown into the mix, including Iceland for the first time in Trafalgar’s history, and journeys that tap into the current zeitgeist, with The Celtic Explorer itinerary following the locations made famous by hit TV show, Game of Thrones.
The new Europe brochure, which includes these tours goes on sale today while the new website www.trafalgar.com is also unveiled for the first time today, along with the customer reviews.
Commenting on the relationship with Trafalgar, Feefo CEO, Andrew Mabbutt said, “At Feefo, we are incredibly proud of the work we are conducting with Trafalgar as their preferred customer feedback partner.
“The integration of Feefo on their website is superb and clearly supports the best practice we endorse – being transparent, open and honest about the feedback Trafalgar collate from their customers and displaying it for all to see.
“Unmoderated, unedited customer reviews are more trusted by consumers and Trafalgar lead the way in this approach and it is a testament to the outstanding service they offer to their guests.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
gavin tollman luxury travel rebrand the travel corporation trafalgarLatest News
AIME 2024 rustles up $330m for APAC economy
This figure is a 65 per cent increase on 2023, much alike The Nibbler staff's alcohol consumption.
Amex GBT to purchase CWT for $871m
It's big deals like this that get a firm handshake - hence the sore hands over at the CWT and Amex GBT offices.
Boeing cleanout: CEO, chair to go as safety crisis plagues the manufacturer
CEOs are falling thick and fast these days. We should have started up a bingo game with their headshots in the office.
Star boss resigns, admits retaining NSW casino licence unlikely under his leadership
The CEO resigned after 18 months in the role. 'Another one bites the dust' rumoured to be heard playing in Pyrmont.
Corporate Traveller swings amateur golfers around the globe for World Golf Competition
How're your golf skills? Consider yourself a Tiger Woods or often get quadruple bogeys? We take after the latter.
Corporate travellers to spend big on Melbourne F1 despite financial pressures
Part of the attraction is sick days after the event as corporate travellers suffer creaked necks and blown eardrums.
Bonza officially kicks off Gold Coast-Darwin route
The Flying Purple Thumb is back at it with another route. We swear, we're going to make this nickname stick!
South West Sydney Tourism launches Western Sydney Tourism Awards
Penrith's 3 consecutive NRL premierships wasn't enough? The people of Western Sydney could fill the trophy cabinet more!
Hotels vs. Airbnb: Industry leaders at odds over who should pay accommodation levy
There's not as much gore in the Hotels vs. Airbnb saga as there is in Alien vs. Predator, but it's just as thrilling!
Singapore Airlines revamps premium economy with new menu, amenity kit
Felt Singapore Airlines was lacking "the sauce" (as the kids say). Bolster belief in the carrier's je na sais quoi here.
Business Events Adelaide set for 20th Destination SA event
Destination SA turns 20! Hopefully it's not celebrated with vodka cruisers and vapes like most 20th birthdays.
Boeing’s woes delay massive Virgin Australia order
This delay means Virgin staffers will be without that new plane smell, inspiring us to sell it in a can.
All the winners from the 2023 Qantas Australian Tourism Awards
Somehow missed this news recently? Good thing you're subscribed to our fabulous newsletter!
Corporate international travel from Brisbane up 30% YOY: Flight Centre
Queenslanders seem keen to go somewhere that actually serves good beer! Sorry, we actually like Great Northern.
Amora Brisbane undergoes $30m remodelling, geared up for MICE offerings
When $30m goes into an amazing hotel to get it geared up for MICE offerings, that's amore!
Corporate Travel Management’s CEO Laura Ruffles steps down
CTM confirmed that Ruffles will be stepping down due to a personal health issue, effective immediately.
Qatar Airways crowned World’s Best MICE Airline at World MICE Awards
You could say Qatar Airways really 'nabbed the cheese' with this one! Alright, we'll see ourselves out...
Qantas, Jetstar & Virgin hike airfares as supplier costs inflate
Supplier increases means you'll pay more. It's like pass the parcel, but instead of getting a present, you owe money.
NSW Central Coast wins global sustainability award for promoting ecotourism at ITB
NSW Central Coast jumped the gun on St. Patricks Day and got the green celebrations going early!
PHOTOS: RuPaul’s Drag Race stars hit Kings Canyon for Priscilla’s 30th anniversary
The stars have renamed the iconic spot 'Queens Canyon'. No name change to the adjacent 'Priscilla's Crack', however.
Air NZ to suspend Auckland-Chicago route amid aircraft troubles
Sorry Kiwis, your craving for authentic deep dish pizza will go unsatiated (or you could just fly with another airline).
Tasmanian Premier promises to build the world’s largest chocolate fountain if re-elected
If only sticky 6-year-old children could vote. Then the Tassie Premier would be guaranteed a victory!
The staggering amount invested in 2022/23 Australian tourism projects revealed!
Any guesses on how much it was? We'll give you a hint: It's between $1 and $9 trillion (hope this helps).
Marriott’s Bonvoy Lounge makes it a 5-peat at Formula 1 in Melbourne
If Formula 1 is so good, then why isn't there a Formula 2? Oh there is one... Never mind.
Virgin Australia posts $236m profit, but the outgoing CEO warns of turbulence ahead
Hrdlicka warns of tough times ahead, just after announcing she's leaving. We wonder if there could be a connection!
Ascott opens new 255 room property in Central Sydney
Bored of your bedroom and want 255 new ones to try? The new Ascott property is here to solve this very specific problem!
Work and play at the Radisson RED, Auckland
We aren't going to tell you what order to work and play in, just that you should be looking to do both at Radisson Red.
Swiftonomics 101: Just how much did fans spend travelling to see Taylor Swift?
Thought you'd heard the last of Swift, huh? Not in your Wildest Dreams could Swiftomania go out of Style!
Rex posts a $13.3m turnaround for 1H24, but still at a loss
Rex is slowly making its way back to pre-pandemic form. Much like us with our sporadic attempts at exercise.
Destination NSW launches new corporate website to boost visitor economy
No plans this afternoon? Take the new DNSW site for a test drive and click as many buttons as you can.
Star posts a $9m half-year profit despite ongoing legal woes
Star has defied expectations! Kind of like Steven Bradbury, but without the shiny gold medal for proof.
100,000 + to descend on Melbourne Convention and Exhibition Centre for BBC experience
As staunch Sydney-siders, this is hard to admit, but it looks like Melbourne put on a great show!
Swift and the gang pump up Accor’s biggest weekend since Sydney 2000
By 'the gang', we mean Blink-182 and Sail GP, which we can agree are not as captivating as Taylor Swift right now.
Taiwan Lantern Festival lights up Tainan with 15 million visitors in its sights
We'd say the festival "went off with a bang" but it was actually an eco-friendly LED light display. Still cool though.
Capacity the key to Government’s new free trade agreement deal with UAE
Could the government soon be begging for carriers to request more flights? How things can change in just 12 months!
AIME returns to Melbourne Convention and Exhibition Centre with refreshed tradeshow
Attendees presented with their best networking smiles and small talk at the ready.