Packaging Rail

Packaged tours, check. Packaged cruises, check. Packaged hotels, check.

Packaged rail? Maybe it’s time to check that off as well.

Packages that combine rail with hotels and attractions have become easier to sell because European-based Railbookers has come to North America and is offering global opportunities to sell rail travel in a way that is attractive to clients and profitable for agents.

Yankee Leisure Group (YLG) acquired Railbookers in 2016. YLG also owns Yankee Holidays, a wholesaler, and Amtrak Vacations, which runs the tour operation for the U.S. rail line. John Vavrina, director of sales for YLG, said that until the acquisition, Railbookers was a client for YLG, booking Amtrak Vacations through his company.

Railbookers’ main focus has been European train travel.

With YLG’s focus on domestic travel, “it was a great strategic decision to become the ultimate provider for independent rail vacations worldwide,” said Vavrina.

While Railbookers also sells Asia and Australia, the majority of sales are in Europe. Today, YLG said it is the largest independent rail vacation provider in the U.S.

Operating from an office in California, Railbookers has begun marketing to travel agents in North America. The difference with Amtrak Vacations, said Vavrina, is that Amtrak sells domestic travel plus select Via Rail trips in Canada, while Railbookers is worldwide. Although it does sell Amtrak Vacations, Railbookers focuses on international travel.

Most recently, Railbookers launched Via Rail Vacations by Railbookers to the U.S. market. The packages include over 40 independent rail vacations featuring destinations across Canada on VIA Rail trains like “Canadian Rockies Discovery Eastbound” and “Ultimate Canada and Rockies Westbound,” as well as new itineraries like the “Grand Eastern Canadian Rail Journey.” The Canada product has a dedicated brochure.

Railbookers is known for its extensive portfolio of packages, some reaching destinations inaccessible any other way—like Swiss mountain peaks.

In the past, agents had two choices in selling European rail packages, Vavrina said. They could book point-to-point trains through Rail Europe and then piece together hotels, sightseeing and other elements. Or they could go to a large tour operator and book set packages, limiting the ability of clients to spend extra nights in a city or otherwise customize a trip.

Vavrina said he lets agents know that Railbookers has direct contacts with all the national rail lines, which brings certain benefits for the trade. For instance, the company can book trips a year-and-a-half in advance which, he said, is impossible through other channels.

There are typically two types of rail travelers, according to Vavrina: those seeking a scenic vacation, perhaps taking the Bernina Express; or those seeking a romantic experience like that available on the Venice Simplon-Orient-Express between London and Venice, with all of its history and luxury.

A growing trend for rail travelers is to take a rail trip before or after a river cruise. The advantage with Railbookers is that these trips can be flexible as far as itinerary and inclusions are concerned. Railbookers does not offer escorted programs because most of the company’s customers are savvy travelers who like to be on their own.

Railbookers encourages agents to call the company.

“There are so many moving components that we want to answer all the questions,” Varna said. “Of course, people can submit inquiries online, but even with all the information available online it’s very rare we book something without talking to an agent.”

READ MORE: Railbookers Gains US Traction

Most packages pay 10-percent commission, and Railbookers produces two agent webinars a month.

Generally speaking, Railbookers’ clientele skews older, which is another reason the packages are popular with river cruise passengers, who also tend to be older. There is a range of price categories—from high-end trains like the Rocky Mountaineer to value-oriented European excursions.

Vavrina said, “We have a lot of bucket-list customers who book once-in-a-lifetime trips like the Canadian Rockies or Orient Express.”

The company even books business travelers who might be attending a conference and want to take a rail tour for a few days before or after their event.

A major trend in rail travel is luxury. For instance, Via Rail has added a Prestige class with electric, heated floors in large private cabins and many other extras.

Belmond, which operates the Orient Express, has a new luxury train in Ireland called the Grand Hibernian. And the Royal Scotsman, with various itineraries in Scotland, has added a spa car where passengers can enjoy massages, facials and many other treatments.

Railbookers adds destinations as demand evolves.

“If we see a lot of requests for the same area,” Vavrina said, “we will create packages to include those. Or if there is a new museum or attraction, we can add that.”

Rail travel will continue to become increasingly more popular because it is simply more convenient.

“It may seem faster to fly from city to city, but it is not when you add in getting to the airport and all of the airport lines and hassles,” he said. “The train takes you from city center to city center efficiently and in great comfort.”