NEW Globus family of brands (GFOB) Managing Director Chris Hall has returned to the touring sector to find a far different industry than the one he departed three years ago.
Hall, a member of the APT family for more than 20 years, is now in his second month leading GFOB, and believes the Australian touring sector has changed markedly since the pandemic.
“I think [travellers] are viewing touring differently,” Hall said.
“The rise of the small group specialists are really coming into their own…it seems small group is the ‘sexy’ part of touring right now,” he added.
However, Hall sees more nuance in the sector than what is currently being presented as ‘small’ and ‘large’ group touring.
The former Ponant Chief Executive Officer likened the subtleties in the category to the difference between small and large ship cruising.
“You can have a larger group of 40 or 50, but as you’re touring, you are actually breaking down into smaller groups to do different kinds of experiences…is it really a large group or is it a small group?
“There’s a bit of greyness in there and I think where we need to provide clarity is that we are offering a variety of styles.
“Is it really about the size of the group, or is it about the overall experiences you’re delivering, and travelling with people of a same or similar mindset and stage of life?” Hall questioned.
Sharpening GFOB’s product pitch in this manner will be one of Hall’s initial goals in his new role, as the company looks to stand out in the market.
It is what Hall describes as “package with purpose”, as he aims to find those particular packages that Australian customers are interested in.
“There are 600-plus products, which sounds great, but I really think we need to be much more targeted on the product that we’re really getting behind, and really choosing some core destinations across the three brands that we’re going to get behind,” he added.
GFOB will also look to integrate air into its packaging to bolster its product proposition.
“[Air is] something we haven’t had for a number of years, but in my experience, if you don’t have air connected to an international holiday, then you are not in the race,” Hall explained. MS
