The Value Creation Plan is designed to strengthen brand and product leadership, unlock scale and better support trade partners through enhanced investment and global capability.
A key element to the trade growth strategy is the expansion of the on-road sales team, creation of an inside sales team to cultivate new partners, as well as adding resources to Partner Services to streamline and expedite service support.
A dedicated Sales Marketing function has also been created. Globally 16 new roles will be added to the organisation, with a further eight roles filled from other areas of the business.
The TTC plan also includes substantial investment in the Travel Agent Portal, white labels and APIs available to trade partners to make accessing Tour Brands & River Cruise product and bookings as seamless as possible.
In addition, there will be a deeper brand focus and clearer customer segmentation with investment into three segments:
# Youth – led by Contiki
# Mainstream – with Trafalgar leading Insight Vacations and Costsaver
# Luxury – championed by Uniworld and extending to Luxury Gold.
“Our trade partners are critical to our success,” said Melissa Da Silva, Deputy CEO and Chief Sales Officer.
“This plan is about ensuring our brands are easier to sell, better supported and more competitively positioned in every market. We’re investing in the systems, tools and partnerships that help our trade community grow with us.”
With sustainability, innovation and guest experience at the core, the Value Creation Plan positions TTC Touring and Cruise Divisions for long-term success in a dynamic global travel landscape.
The Specialist and Adventure Division that includes AAT Kings & Adventure World are not included in the announcement.
