Rebranding – it’s one of the more daring steps a company can take, but if done correctly, it is also one of the most rewarding.
For Insider Journeys, the transformation from Travel Indochina has not only been a success, but is already paying off financially.
Joe Ponte, General Manager, Customer Experience and Marketing, who played a large role in the rebranding process, told KarryOn the change has been embraced not only by customers but by travel agents across the country.
Three months ago, the Australia-based tour operator announced it had decided to not only alter its look and feel, but completely change the business’ name.
The company adopted a new name, logo and attitude.
At the time it seemed like a courageous leap, particularly because clients around the country had come to know and rely on the Travel Indochina brand for over two decades.
Now around 90 percent of the business has converted over to the new gold and navy branding from brochures, company uniforms, company transportation, customer itineraries and more.
Joe says the Insider Journeys team is beyond pleased and is already receiving positive feedback. Many are even saying the change ‘makes sense’.
“Travel agents have told us it’s a clear representation of what we deliver. We’re getting better at communicating what we do and have done for the past 21 years really.”
Joe Ponte, Insider Journeys General Manager, Customer Experience and Marketing
“We know our travellers come home with amazing stories of truly unique experiences and that is what the brand and all our coming sales and marketing activity is aiming to communicate.”
In fact, the rebranding has been welcomed so much so that sales at the company are already climbing.
In March this year, Small Group Journeys sales were up 38 percent compared to the same period last year.
April numbers are in the process of being finalised, but Joe says they too are tracking strongly and are likely to show an increase of around 13 to 14 percent.
“We put in place a strong communications plan for existing customers when we did the changeover, and haven’t seen any decrease in activity; our loyal customer base is still continuing to book like before.”
Joe Ponte, Insider Journeys General Manager, Customer Experience and Marketing
While repeat customers remain loyal, Joe says the company is also seeing a growth in new clients that tells “that the brand is really connecting with people”.
What’s next for the company?
Insider Journeys is looking to take its Small Group Journeys product to the next level, which will see more exciting experiences included in next year’s program.
Additionally, Joe says the company is also focused on delivering great experiences for travellers and supporting travel agency networks.
This includes a record number of famils planned for agents this year, an agent roadshow, new incentives and new training programs.
There’s a new India brochure due to be released in the coming months.
But if you’re hoping to see the newly rebranded company expand outside of Asia, you’ll have to wait a little longer.
Joe says while there’s definite opportunity to work with other markets it’s not part of the company’s ‘short term plans’.