Trafalgar Plans for Sustained Growth

Tour operator hopes to continue success with new itineraries, promotions and partnerships By: Brittni Rubin
Trafalgar is introducing its at Leisure style of European travel // © 2010 Trafalgar
Trafalgar is introducing its at Leisure style of European travel // © 2010 Trafalgar

The Details

Trafalgar, a tour operator with more than 200 worldwide itineraries, is launching new tour experiences and is continuing to enhance its current product lines in the upcoming year. In 2010, Trafalgar’s business increased by more than 40 percent, and the company plans to fuel this success in 2011 by adding vacation plans and promotions that appeal to a wide range of prospective travelers, including families and cruise passengers. In addition, Trafalgar is launching innovative marketing programs and expanding agent relations and partnerships.

Exclusive Programs
In light of its unprecedented success in 2010, Trafalgar is expanding its already extensive touring repertoire by launching new 2011 itineraries that aim to provide even more innovative and relevant vacation experiences for clients.

Exclusive to Trafalgar is the highly anticipated At Leisure, a program that will feature a unique new style of European
travel that combines expertly planned guided vacations with the freedom and flexibility of independent travel. Highlights include stays ranging from two to six nights in each destination and more in-depth sightseeing. It is designed for clients who want a flexible and authentic travel experience filled with local activities and ample free time. The program includes three itineraries exploring Britain, Spain or Italy.

Trafalgar is also expanding its successful Family Experiences program, adding new tours in Europe, the U.S., Canada, Costa Rica and South Africa. This program features activities suitable for family members of all ages. Additionally, Trafalgar is continuing to promote its popular CostSaver program, allowing clients to travel economically without foregoing quality.

In conjunction with Trafalgar’s enhanced traveling options is the exclusive Be My Guest dining experience that provides travelers with authentic dining opportunities, wine tastings and new hotel properties in many destinations. Trafalgar is also offering an airfare promotion catered to traveling pairs. For every client who books his or her European vacation with Trafalgar and pays in full by Dec. 30, the second traveler flies for $299. Other promotions include Trafalgar U.S. guided vacation airfare for $199 per person and a Last Minute Deals program for late bookings. A number of other promotions will be offered throughout 2011.

Marketing Enhancements
“Agents will see a larger marketing presence from Trafalgar, both in trade and consumer media, that will be promoting our new and enhanced experiences,” said Adam Leavitt, Trafalgar’s vice president of marketing. “They will also see a commitment of marketing support both with our preferred and consortia partners, as well as travel agents looking to have their clients experience Trafalgar’s guided vacations for the first time.”

During the upcoming year, Trafalgar will be dedicated to strengthening its marketing strategy. The company is adding enhanced travel experiences and offering values and special promotions in order to appeal to a wider variety of customers. The sales team has also been expanded and new marketing programs will cater to both trade and consumer clientele.

Trafalgar is also focusing on travel agent partners by providing them with the tools necessary for business growth. New training programs and modules for an online eLearning program have been added. The company will also continue to host its weekly Tuesdays With Trafalgar product training webinars.

Better technology solutions for agents are in the works, too. Early next year, Trafalgar plans to launch an enhanced Trafalgar travel agent website. Additionally, the online booking engine will also be upgraded, making it even easier for agents to receive online quotes and to book their clients.

A Green Partnership
Trafalgar is also very proud of its green philosophy. As part of The Travel Corporation, the tour operator is committed to using 100-percent recycled paper for the body sections of all of its brochures.

Trafalgar is also a founding partner of The Travel Corporation’s Conservation Foundation, a nonprofit organization established in 2008 that has committed more than $2 million to support sustainable tourism around the world. As
an example of this support, in 2011, the Conservation Foundation will enter into a partnership with the National Trust in supporting efforts to build new environmentally sustainable visitor facilities at northern Ireland’s iconic Giant’s Causeway, a UNESCO World Heritage Site. 
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