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It’s a responsibility to have “authentic” as part of a company’s name since the word has become a pervasive buzzword for travel providers. But Simon Russell, CEO of Authentic Vacations, believes that the tour operator lives up to its title.
A key reason is that its parent company, a major European destination management company (DMC) called Tour Partner Group, has many associates on the ground, providing insider contacts and broad access to lodging, activities, attractions and more.
Product Portfolio
Starting as an Ireland operator in 2001, Authentic, now based in Scottsdale, Ariz., offers product in the U.K., Ireland, Scandinavia, Italy, Australia/New Zealand and the U.S. Its parent has DMC operations in the U.K., Ireland and Scandinavia – where the great majority of its programs are – and works with DMC partners elsewhere.
In the last few years, Authentic has made two significant changes that have resulted in exponential growth in travel advisor bookings, Russell said. One change involved the introduction of guided small-group tours. While the core of Authentic’s business has been customized programs for families and other self-formed groups, the operator has launched the new product, which has a maximum of 18 guests traveling in small vehicles and staying in four-and five-star accommodations. Authentic puts together the itineraries and brands them.
Small Group Tours
On occasion, advisors will be able to buy out a guided small-group departure or purchase specific dates for their own group, Russell said. Next year Authentic hopes to offer six different smallgroup tours – two in Ireland, two in the U.K. and two in Scandinavia – across 48 departure dates. Departures will begin next April.
The other important change has been the requirement of a refundable $99 deposit for any client who wants a quote for a customized trip – an initiative that has resulted in a highly desirable benefit for advisors: no hold times when calling the company.
Returning to Normalcy
“We decided to take this step because 80-85 percent of inquiries are people window shopping at the top of the decision-making funnel,” Russell said. Facing the difficulty of replacing staff after the pandemic, Authentic was looking for ways to return to normality and the deposit tactic was seen as a solution.
The deposit is refundable within two weeks if the booking is not made; if a booking is made, clients pay the remainder of the deposit. The requirement has reduced the level of inquiries by 80 percent. At the same time, the company is seeing sales volume return to 2019 level, Russell said. In addition to the no hold time, Authentic can turn around a quote in 24-48 hours on average.
“Our objectives in taking this step completely aligned with those of advisors,” said Russell. “They have the same issues with staffing and with their use of time.”
Sales Tips
Authentic Vacations recommends that travel advisors peruse the upward of 150 pre-designed itineraries on the website’s Trip Planner. If one of these is booked online (three itinerary changes are permitted), a deposit of $49 is required; it’s refundable within 10 days or is applied to the cost of the trip.
Using the itineraries as a starting point, travel advisors can also work with Destination Experts (DE) to customize a trip.
“We recognize that many advisors like the self-service option, but there are others who want to talk on the phone and we have a team of DEs for them, Authentic Vacation’s Simon Russell said. “Once they submit the deposit, they can even request a specific DE.”
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