After 40 years of leading small group tours across the UK and Europe, Back-Roads Touring has revealed a new look. But this brand refresh isn’t a reinvention – it doesn’t need to be. Rather, it’s a way to amplify what’s already a finely-tuned product to more people. Karryon caught up with Back-Roads Touring Managing Director Ed Pettitt and APAC General Manager Anna Fawcett, who dished out on the new branding, the operator’s latest price freeze promo, a long-awaited famil, and its first-ever high-achievers program. As we find out, it’s all about putting its unique offering squarely in front of Aussie travel pros.
While the Back-Roads product has always been “a bit of a best-kept secret in touring”, according to MD Pettitt, the brand is ready to share it with more people. As Ed explains, the brand refresh isn’t about reinventing the wheel – it’s about “better articulating what we do selectively”.
“We’ve chosen not to be in North America or Asia. We’ve chosen to be in the UK and Europe,” Pettitt states, highlighting the brand’s deep-seated expertise.
“We only offer destinations where we have a deep understanding of the regions.”
This commitment to specialisation, refined over decades, is now perfectly encapsulated in the new strapline: Expertly crafted small group tours.
It’s not changing the core ingredients that make its tours so special – the authentic experiences, the local regional tour leaders, the unique culinary journeys – but rather “telling more people” about its offering.
Freeze frame
With the refreshed branding now out there, Back-Roads is also rolling out a red-hot incentive for travel advisors: a Price Freeze on 2026 departures. That means Aussies can book any 2026 tour at 2025 prices – but only until 30 June.
“It’s not something we do every year, but given the global economic situation at the moment… we thought that it made sense to do it again this year,” says APAC GM Anna Fawcett.
Back-Roads prides itself on its product’s value, and they don’t drop prices closer to departure, Anna says.
“We don’t heavily discount because it just undermines the integrity.”
This transparent approach means travel advisors can assure their clients they’re getting genuine value – and it rewards their loyal customers, 43% of whom are repeat travellers. It’s a simple, clear message.
“This is the cheapest that you’re gonna get the 2026 product.”
Famils are back
After a pandemic-prompted hiatus, Back-Roads is also bringing back its trade famil program – and it’s kicking off with a bang.
“We haven’t done a famil since pre-COVID,” Fawcett says. “We’re growing at around 40% year on year, and this is about rewarding the people who’ve helped us get there.”
That reward? A famil through Northern Spain – on roads less travelled, in true Back-Roads style.
“We’re already regional. We’re already off the beaten track. But to be able to showcase a region of Europe to agents who are selling this stuff constantly, to give them a new experience… that’s important for us. It’s showing them something deeper than they’re probably used to seeing.”
In addition, Fawcett flags that the selection process isn’t just about sheer sales volume, but also “growth year on year”, ensuring both high achievers and those newer to selling Back-Roads have a shot. In short, Back-Roads aims to make this famil a celebration of its product and people – with a destination to match.
Meet Wayfinders
Back-Roads has also launched its very first recognition program for high-performing agents: Wayfinders.
With a name linked to the brand’s new “waystone” logo, the program starts with around 65 agencies and aims to co-create the perfect support and reward system with their input.
“We’ve never done a high performers program, or loyalty program, so we’re just dipping our toes in, and we’re really open about that,” Fawcett says.
According to Anna, benefits include early access to deals and campaigns (usually 24–48 hours ahead of the pack), and a priority phone line and email contact, among other perks.
Meanwhile, trade social channels have also been revived, with plans to spotlight supporters and celebrate wins.
It’s all part of a broader mission to establish closer ties with the trade – and make sure the love goes both ways.
“We’re just back in this phase where things are running really well after COVID, and we just want to make sure that we’re giving back to the people who have been supporting us and allowed us to get to this point,” Fawcett states.
Niche to known brand
And the operator is at a very good point. According to Pettitt, Back-Roads business has doubled since 2023 – and the brand aims to double business again in the next two years. Its research shows it’s well-placed to do so too.
“We asked this question in 2018 – do you want to travel in large, medium or small group? And 40% of people said small group. The rest said medium or large,” Ed tells Karryon.
“We then asked that question at the back end of 2024, and it was 83% of people who wanted to travel in a small group.”
“It gives us the confidence that we’re well-positioned… and the confidence to go out there and take Back-Roads from a niche to a known brand.”
For more on the brand refresh, click here.
Want more information on Back-Roads, head to www.backroadstouring.com or contact your local sales team.
This article is brought to you by Back-Roads Touring.
