Globus’ 2016 Leap Forward
PHOTO: Globus' Vice President of Marketing, Steve Born. (Photo courtesy of Globus)
Globus is bursting out of the gates for 2016 with a special offer of free air fare to Europe on bookings of Avalon river cruises for both 2016 and 2017. The free air is available from 10 major U.S. gateways. For those living beyond those gateways, there is a supplemental charge to get to one of the 10 gateways.
The special offer of free air is designed to give a push to those who are “in wait mode before making the plunge,” said Globus’ Vice President of Marketing, Steve Born.
Born told TravelPulse that Globus is off to a good start in January 2016 with a jump in its sales of North American tours. The company’s Globus and Cosmos North American tours are up 40 percent over last year.
One of the main drivers of the upsurge in sales of North American tours, Born believes, is the centennial of the creation of the U.S. national parks in 2016. The national parks are staples of the company’s North American tour portfolio.
A partnership formed in 2011 with the National Parks Foundation (NPF), the official charity of the U.S. National Parks, helps to link the name of Globus with the national parks, Born said, so that many people think of the tour operator as the “go-to” company when they want to go to the national parks.
Under the terms of the GoParks! partnership, Globus offers packaged travel experiences in the national parks. For every booking of a Globus, Cosmos or Monograms U.S. National Parks vacation package, Globus makes a donation to NPF.
With the National Parks centennial, this year the company has seen a jump in interest in national park tours, said Born. Because of the partnership, Born said, Globus is seen by many travelers as the “go-to” company for travel to the national parks.
The surge in demand this year for North America, however, does not stop at the northern border of the U.S.
“We’re seeing a lot of interest in Canada,” said Born. “I think the pricing and the exchange rate helps with that. Canada is one of those places everyone wants to go but they want to wait till the time is right. And 2016 appears to be that time.”
The company is trying to drive sales of North America tours with a 5 percent price reduction on tours booked before the end of April.
Also new for Globus in 2016 is a new training program for its Monograms independent package series. The company overhauled its Monograms Booking Agent (MBA) program.
“We basically condensed, through video and interactivity, three hours of content down to a 15-minute program,” said Born.
“In today’s world it’s about not volumes of content but how you deliver that content,” said Born. “to reshape that content into video and memorable interactive quips that have sticking power. If they pay attention and they have to go through the modules that pass them, but they really can in 15 minutes become a true specialist and be equipped to sell Monograms.”
Although a slowdown in bookings during December aroused fears that the attack in Paris in November would dampen European tour sales, Born said Globus is ahead of where it was this time in 2015.
“We got off to a really good start to Europe,” he said, “fueled by pent-up demand and lower prices. Our prices are 10 percent lower than last year. After December slowed, we’ve had a healthy rebound in January. We’re slightly ahead of last year’s pace. If you just look at January, we have a double digit increase over last year. We’re out of the gate like gangbusters.”
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