Innovation – The Key To Our Previous, Our Current, And Our Future


“Twenty years from now you may be extra disenchanted by the issues that you simply didn’t do than by those you probably did do. So throw off the bowlines. Sail away from the secure harbor. Catch the commerce winds in your sails. Discover! Dream! Uncover!”

Mark Twain

No enterprise makes it by way of a century with out fixed innovation, and that’s very true on the planet of journey. The drive to innovate should be countless, which is why I maintain an outdated roll of movie entrance and heart on my desk. This serves as a continuing reminder to me – whereas Kodak made the perfect movie, they did not innovate as instances modified, and ten years after the invention of digital cameras, they went bankrupt.

As a part of the third era of this household enterprise, I’ve discovered an incredible deal about innovation from my grandfather, my uncle, and my father, who’ve introduced collectively TTC’s superb household of manufacturers. One other fixed supply of inspiration for me is the late Steve Jobs, whose perspective and imaginative and prescient is summed up within the quote in my workplace right here in Geneva:

“Some individuals say, give the purchasers what they need, however that’s not my strategy. Our job is to determine what they’re going to need earlier than they do. I believe Henry Ford as soon as mentioned, ‘If I’d requested prospects what they wished, they’d’ve advised me a sooner horse.’ Individuals don’t know what they need till you present it to them. That’s why I by no means depend on market analysis. Our job is to learn issues that aren’t but on the web page.”

True innovation, I imagine, takes listening, teamwork, and braveness. My job is to hearken to our friends, to my group, and to individuals I belief – each for what is claimed and what stays unsaid, for the problem of an innovator is to offer individuals what they need even earlier than they understand it. Relating to turning goals into actuality, teamwork is completely important. I’m extremely lucky to work with a unprecedented group of people, in all sides of our enterprise, who by no means deal with can’t however quite on the why and the the way it takes to get issues finished. As for braveness, as everybody on my group is aware of, I imagine we should dream massive and take daring steps as a way to push past present boundaries and alter the world.

You may see how all these components got here collectively within the story behind Be My Visitor, considered one of Trafalgar’s signature packages. Again in 2009, journey meant ticking off the highlights of a vacation spot, seeing the sights, and tasting the native meals. Whereas Trafalgar was the market chief then, as it’s now, and vacationers had been actually having fun with their holidays, we knew we wished to take it to a richer, deeper degree. We started by asking the large query: Why will we journey? Whereas there are a lot of causes, an important gave the impression to be as a way to develop, to be taught, and to attach. And what higher means to do that wherever you go than by way of the eyes of an area? How might our vacationers be invited into their homes, to interrupt bread with them, hear their tales over a bottle of wine, and really expertise the world they reside in as they see it?

After all, many at first thought this was a loopy thought. In spite of everything, as a person traveler, you’d hardly be inclined to knock on a random door and invite your self in for a meal. However “loopy thought” is usually a place to begin for innovation, and once I talked about this to my group considered one of our Journey Administrators smiled and mentioned, “You already know, I’ve a few aunts who reside in Sorrento….”

And so, in Could of 2009, we discovered ourselves climbing up winding cobblestone up a hill to the Espositos sisters’ lemon farm, the place we had been welcomed with open arms and a feast from their backyard.

Although their English was minimal, they provided us the type of hospitality that goes past language – together with selfmade limoncello and pasta Pomodoro from tomatoes they’d plucked from their backyard that morning. We got here away full and delighted – and all we might suppose as we left was how a lot our friends would love this.

That is how Be My Visitor was born.

It was an instantaneous hit, offering precisely the type of genuine experiences vacationers craved, whether or not they knew it or not. Sadly, the Esposito sisters have since handed on, however the spirit of hospitality they embodied thrives. This system has grown quickly, as we’ve discovered hosts everywhere in the world. There’s an incredible selection, some incorporating music, wine, or olive oil tasting. It’s at all times one thing sensory – and we at all times end it off with a meal, sometimes cooked onsite by the household. Be My Visitor experiences are actually included on each Trafalgar trip. Relying on the vacation spot, friends may marvel at Andalusian horse riders acting at a rural Portuguese stud farm or go to the Provence residence of Poppy Salinger, whose late husband Pierre served as an advisor to each John and Robert Kennedy. Vacationers to Alberta, Canada, will go to and dine on the Guinn Household Ranch within the spectacular Kananaskis Valley, with pristine views of the Rockies, alpine meadows, and wildlife, whereas guests to Alaska can be taught first hand about canine sledding from musher David Monson. It might be arduous to choose a favourite, as every Be My Visitor expertise is considered one of a form, however a number of that spring to thoughts are…

… foraging with Oonagh on Liscannor Bay on the Wild Irish Manner in County Clare, Eire.
She’ll lead friends by way of the place she is aware of so nicely to find flowers and delicacies that will likely be reworked into an Irish feast.

…….in England’s Lake District, the place you’ll journey to Hesket Newmarket to satisfy “Farmer John” as he’s identified by locals, within the village the place he’s lived his entire life. He’ll present you his farm and introduce you to his canines – after which his spouse, Christine, an excellent hostess, and cook dinner, will welcome you for an incredible unfold of cream tea, sandwiches, and a jaw-dropping dessert unfold.

…..on a farm exterior of Dubrovnik, Croatia, the place you’ll meet Anton Muhoberac and his household, together with his son who will play accordion for you as you cook dinner over an out of doors hearth, eat figs, drink the native travarica, and dance to conventional music.

…..and at Grove 41 in Paso Robles, California, the place Karen will information you thru her olive groves and the oil-making course of – together with tasting – then let you know her story over an alfresco lunch with native wines.

Whereas our vacationers are having fun with these wealthy experiences, they’re additionally doing good, supporting over 100 native households worldwide – all of whom look ahead to the return of our vacationers as we recuperate from this pandemic.

For one more nice TTC innovation, our Brendan Holidays (which function in Eire, Scotland, and Nice Britain) provide Chauffeur-Pushed holidays, the place we merged our information of touring the British Isles with escorted, impartial journey. By partnering with Pat Keogh’s chauffer automotive enterprise, we are able to provide vacationers absolutely customizable hand-crafted holidays bringing collectively knowledgeable chauffeur and the best of lodging.

One other innovation for Trafalgar was in how we inform about what we do. We knew we provided the best journey experiences accessible – and so did our friends. We wished to allow them to inform the story in real-time. We additionally wished to ensure their opinions got here by way of with 100% transparency, which is why in 2014, we had been the primary journey firm to put up opinions by way of Feefo.

Now, six years on, we now have a 4.7/5 international ranking and have been awarded Feefo’s Platinum standing – their highest rating. The will to showcase what we did additionally had a strong unintended consequence of letting us see how our journeys had been performing in real-time. Our working groups monitor their Feefo opinions and regulate on the fly, permitting for continuous enchancment and instantaneous innovation.

Trying again, I keep in mind how a lot nervousness this precipitated earlier than going reside, because the founding father of Feefo later advised me. Having by no means taken on a journey firm, he was cautious of unfavorable opinions – clearly, he had by no means traveled with us. “You may’t put this genie again within the bottle,” he had mentioned.

We wouldn’t need to, and we’re proud that we had been those who introduced that genie out first.

After all, any guided vacation firm is barely nearly as good as their Journey Administrators. Ours have at all times been nice, however the spirit of innovation is about fixed, relentless enchancment. Thus, working alongside our sister TTC corporations Perception Holidays and Luxurious Gold, we employed the perfect within the enterprise, a girl who had been head of coaching for Virgin Atlantic. Then we designed, from scratch, a rigorous, in-depth, multi-tiered experiential coaching program that will actually place the journey administrators into the friends’ sneakers. The outcomes have been improbable, and one of many elements which have led to our friends’ over 50% return charge.

In journey, personalization is all the things, and TTC’s values have bolstered our improvements on this space. You may see this in our new cellphone system that helps all of us, Genesys. Whereas I say “cellphone,” it’s way more, as it should rework how all of TTC’s corporations work together with vacationers, together with textual content, chat, and so forth. Utilizing knowledge, we are able to join our current and future friends with simply the best gross sales consultants, so we are able to reply sooner, ship straightforward callbacks, and make the most of pure voice responses as a substitute of difficult and annoying click-through techniques. We all know that in at present’s world of instantaneous contact, excessive touchpoints, and personalization, that is the subsequent step in us innovating into the long run. And sure, we can be found 24/7, 365, as a result of that’s when our friends want us.

This drive to personalization has additionally led to My Journey Portal, which helps each guided trip model at TTC – for us, it’s My Trafalgar, My Costsaver, and My Brendan Holidays. Accessible to friends as quickly as they’ve booked, they will actively interact with their Journey Director and inform them something they might must know – dietary necessities, bodily limitations, birthdays, anniversaries they’re celebrating, issues they like, as nicely providing a spot to securely add passport and different contact particulars, all making for a seamless expertise.

Along with being useful for the traveler, My Journey Portal lets your Journey Director start to craft a personalised expertise for friends, working behind the scenes, lengthy earlier than the journey begins. This consists of particular experiences you may like based mostly in your pursuits, so we are able to shock and delight you alongside the best way, exceeding your expectations. I used to be as soon as on a Trafalgar journey the place the Journey Director stunned considered one of our American friends. He knew that the visitor’s father had come from a small city in Italy, and the Journey Director not solely stunned him with a go to to that city however to the very home the place his father had been born. Now that’s particular.

Whereas there are improvements that shock and delight, there are these born of necessity – particularly now. Nowadays, among the most enjoyable improvements at TTC are within the realm of traveler wellbeing. After all, our vacationers’ well being and well-being have at all times been our high precedence, however proper at first of the pandemic, we shortly realized the magnitude of the impact this was about to have on our trade. We must convey it to a different degree. Our chairman, Mr. Stanley Tollman, who has simply turned ninety, is sharp as a tack and at all times leads from the entrance, referred to as me and my cousin, Brett, CEO of TTC, again in Could this 12 months –

“Our Journey Administrators must deal with delivering distinctive journey experiences,” he mentioned, “and our Drivers must deal with the duty at hand after we journey once more. We’d like a 3rd pair of hands-on our journeys to care for all of the wellbeing wants of the friends and reassure them.”

Thus, the idea of a Wellbeing Director was born. As you put together for journey in 2021, Trafalgar, Perception Holidays, and Luxurious Gold journeys in all areas (aside from Australia, New Zealand, and Japan) can have a Wellbeing Director. They may guarantee spacing on coaches and maintain provides accessible and stocked, and name forward to locations and liaise with suppliers and resorts to make sure that our stringent protocols are adopted, to call only a few of the duties entrusted to them on the highway, with you each step of the best way to reply questions and deal with considerations. (Please watch our new video on this progressive, distinctive new on tour place to grasp extra.)

One other superb innovation at TTC entails hygiene at Pink Carnation Lodges and all ships owned and operated by Uniworld. It’s referred to as Premium Purity, and whereas we now have come to it as a response to COVID-19, it’s a improbable and utterly efficient strategy to cleansing that can serve us lengthy after this pandemic is over. It’s each 100% non-toxic and chemical-free, eradicating viruses, micro organism, and microbes with no poisonous residue, so it’s more healthy for you, for our employees, and our planet.

This leads me to at least one extra space of innovation, which is probably an important, because it impacts all of us and this magnificent planet on which we reside. As TTC celebrates the success of our first century and the start of our second, we’re aware of how our travels affect the world. Journey can – and should – be a pressure for good. This perception shapes all the things we do at TTC. It additionally drives TreadRight, the muse we based to make sure that journey has a optimistic affect on Planet, Individuals, and Wildlife.
We invite you to go to their web site to be taught the superb initiatives they do, lots of which we go to and help on our itineraries. Additionally, in case you have not but taken the TreadRight Pledge to Make Journey Matter, we invite you to hitch us in doing so. (We additionally simply launched a five-year sustainability technique final month, How We Tread Proper, which establishes an in depth, trackable plan for us to be carbon impartial throughout our whole firm earlier than 2030.)

As we put together to renew journey, we’re conscious that we’re at an important time in historical past. Most of the methods during which issues have been finished prior to now are merely not sustainable and should change. Once more, it’s value recalling what Steve Jobs mentioned: “Innovation is the flexibility to see change as a chance – not a risk.”

As a member of the Tollman household, the top of those three manufacturers, and a part of the TTC household as an entire, I’m grateful for that chance.


Gavin Tollman
CEO of Trafalgar, Costsaver, and Brendan Holidays

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