PHOTO: The sales of Monograms private safaris in East Africa are up 85 percent in 2014, according to the Globus family of brands. (photo by David Cogswell)
The Globus family of brands is seeing strong growth in its programs for what it designates as exotic destinations, and the demand is expressing itself especially through the company's Monograms series of independent vacation packages.
The company offers 40 Monograms independent vacation packages to the regions it classifies asx exotic: Africa, South America, Asia and the South Pacific.
"Our Monograms exotics destinations are enjoying double digit growth for 2014," said Jen Halboth, Globus' director of channel marketing, "Africa sales are up 85 percent (our East Africa product is a private safari) and Asia sales are up 60 percent. Our top volume destination is South America, and we are seeing 73 percent more sales this year on our Panorama Style Monograms South America vacations."
The growth is part of a broader expansion of travel frontiers for Americans, but there is another component, according to Halboth, in what she is seeing.
"We're seeing a strong trend towards demand in our exotic destinations combined with a desire to make it easy. Demand alone won't move the needle on these destinations. You need to demonstrate that it can be done in a simple package that assures they won't miss a thing without breaking the bank."
The Monograms product concept is to offer an independent package that includes meet-and-greet at the airport, transfers to the hotel, some basic tour inclusions and local hosting and assistance. Although clients are independent, not locked into an itinerary or a group, they have full-time access to support from a local destination expert. The more exotic the destination, the more important the local hosting component.
The basic Monograms program provides the essentials, and they can be customized with additional optional activities and excursions, such as horseback riding, wine tastings or rickshaw rides.
The growth of Monograms mirrors the evolution of the marketplace and changes in consumer demand, including desire for more independence coupled with an interest in exploring more exotic destinations. The more exotic the destination, the more important it is to have destination management support in order to make best use of limited vacation time and to avoid problems that may arise from not knowing one's way around.
Globus is offering six new Monograms programs in its exotic collection for 2014, including a six-day Brazil Highlights from $1,429; a six-day Colors of Guatemala from $1,399; an eight-day Cruising the Galápagos on Board the La Pinta from $4,269; a nine-day In the Footsteps of Darwin on Santa Cruz and Isabela Islands from $3,549; a 12-day Captivating China from $1,919; and an 11-day Wilds of Botswana and Victoria Falls from $3,969.
The company is promoting Monograms by offering a $150 air credit on bookings of an exotic vacation before March 25.
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