inside
Insight Vacations Gary Noakes examines the fortunes of the high-end British tour company TIMELINE
1978 Company founded above Blacks Travel Agency in London
1983 Becomes the first scheduled tour operator to win the Queen’s Award for Export Achievement
1990 Range extended to 137 itineraries, including the Oberammergau Passion Play
1994 Becomes part of The Travel Corporation
WHY IS IT IN THE NEWS? It’s the run-up to the 40th anniversary of a company which started above a travel agency in London’s Smithfield and now operates luxury tours globally. As part of the family-owned The Travel Corporation, which has 40 sales offices around the globe, Insight clients come from all over the world.
WHAT’S THE TARGET MARKET? Baby boomers — those born roughly in the 15-20 years aſter the Second World War. Five years ago, these made up 52% of Insight’s customers; last year it was 64% and this year 67%. These travellers are geting to the stage where
they want to continue being adventurous, but want a more seamless experience with creature comforts and an expert guide. “Our time has come,” says Insight chief
executive John Boulding, who believes this sector will continue to grow “for at least 10 years”.
WHAT ARE INSIGHT’S SELLING POINTS? It’s all about smaller group sizes travelling in luxury coaches with extra legroom, plus classic trains and river cruise ships. Accommodation is
40 ABTA Magazine | June 2017
mostly in premium and luxury hotels right in the city centre or amidst scenic locations or National Parks. The service is all part of the experience,
with exclusive access to places and quirky dining experiences.
WHAT’S THE GROWTH STRATEGY? To target more baby boomers, but also persuade the independent traveller that this is for them. The complexity of tours Insight offers means all the hard work of organising is taken care of, but clients still get a great deal of time to themselves. “We’re not herding people around — it’s not about the coach, it’s about the experiences,” says Boulding, who adds that another appeal to the baby boomer and independent traveller is simply the chance to meet new people.
WHAT ELSE IS IT DOING? It launched the even more upmarket Luxury Gold last year, quickly followed by Luxury Gold Worldwide. These take their lead from sister brands like The Red Carnation Hotel Collection and Uniworld Boutique River Cruises. Luxury Gold means five-star and boutique accommodation, gourmet dining and some top-
2000 Introduces a new look and feel, offering clients ‘the art of touring in style’
2012 Expands destination range to include India, Nepal, Bhutan and Sri Lanka
2016 Launches Luxury Gold itineraries
2017 Launches Luxury Gold Worldwide with plans for further expansion
insightvacations.com
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