Specialist escorted tours operator Travelsphere is hoping to take its brand upmarket and attract customers loyal to the now-defunct Page & Moy brand with the launch of its new 2013 brochure.
With a new logo, an increase in long haul tours and a decision to scrap all its coach tours and replace them with rail trips, Travelsphere is releasing the new brochure under a new identity, following the phasing out of the Page & Moy brand.
The company is hoping to attract customers who were loyal to Page & Moy, as well as retain those who have traditionally booked with Travelsphere.
“This is probably the most significant thing we have done with a brochure launch,” said sales director Colin Wilson. “The important thing is how we migrate Page & Moy customers to Travelsphere.”
Wilson explained that following extensive customer research, they decided to change Travelsphere’s tag line from ‘The world. For less’ to ‘Experience more’, because focus groups said the former made it sound cheap and lacking in quality.
Customer feedback also said they thought the company’s brochure photos had become “increasingly clichéd”, said Wilson, so the new brochure has a bigger focus on eye-catching photos taken from unusual angles, “to show them we are going to give them a different angle on things”.
Wilson explained that although agents saw Page & Moy as a bigger name in the industry, Travelsphere had four times more customers.
“Trade sales have grown steadily for Travelsphere, recording a 34% growth in revenue and 14% growth in passenger numbers in 2012 so far and we’re looking forward to working closely with the trade to help them boost their sales through our exciting new brand,” said Wilson.
To help move Page & Moy customers over to the new Travelsphere brand, the company said it would be providing agents with letters which they can then send out to their clients informing them of the changes.
New additions to the brochure, which includes the best elements from the previous Travelsphere and Page & Moy brands, are more ‘off the beaten track’ tours to China, with excursions such as allowing people to become a volunteer for a day in a panda sanctuary.
Exclusive features include a private concert by the acclaimed singer Johnny Cash’s son or brother just for Travelsphere customers on the Deep South tour.
“We will effectively have a slightly smaller product range but we can put more into it,” said Wilson.
The new-look brochure offers ten new tours, and is bookable now for travel for the first time next year.