We say hello and welcome back to Australian shores for APT’s new Executive General Manager Steve Reynolds who popped into KarryOn’s HQ this week for a chat and a latté.
Formerly the General Manager of BackRoads Touring in London for the last two years, Steve is now back in Melbourne and tasked with furthering APT’s growth and phenomenal success in Australia and New Zealand.
Hailing originally from Shopshire in England, an area in the West Midlands renowned for its history and natural beauty, Steve was also previously the Australian CEO of Cox and Kings based in Melbourne. A role he held for ten years so he certainly knows a a thing or two about the market.
We got Steve’s take on the UK vs. Australian traveller landscape, what’s happening at APT and where he sees the opportunity for agents to succeed.
How have you found returning to the Australian trade?
“I’ve been really (and pleasantly!) surprised by how different the Australian market is compared to that in the UK.
Whilst the economy there is well and truly on the up again after a much harder time financially than we’ve had here in Australia, consumers in the UK are still very price conscious and dare I say it more frugal in their travel buying so are really all about looking for the cheapest deal.
They’re still coming back from what’s been a very tough time in the last six or seven years so are naturally cautious with any spending, though the good news is that trade is back strongly and healthy at agent level.
It’s fantastic to come back to a buoyant market here in Australia and New Zealand with consumers appreciating value and with a healthy appetite for travelling in a diverse range of styles.
I don’t think there’s a travelling community in the world like Australia. Travel isn’t deemed a luxury here, it’s a right of passage and for most Australians is part of living.
Retirees in particular have worked hard all their lives and want to explore the world and in lots of different ways. They travel for longer, tend to spend more on their trips and are very understanding of the journey and small challenges that may pop up along the way like flight delays for example. They are a real pleasure to service.
I think as travellers, Australians have a genuine curiosity for the world and ask more questions about how people are living today in the places they visit, not just how they lived historically. They want to embrace the environments they experience and appreciate what’s unique including what’s actually going on in a destination today”.
What’s going on at APT right now?
The recent agent famil to the Rockies in Canada
“APT has been working hard in the last 18 months to really understand each individual brand’s DNA (core differences) and how they are all complimentary within APT’s brand portfolio.
Our new strategy with a General Manager for each area (APT, TravelMarvel & Captains Choice) means we can really drill down and give each area it’s own focus, objectives and leadership under the overarching company ethos.
APT prides itself on consistency and being the best, so whilst customers can choose different styles and modes of transport across our portfolio, they’ll always get the same consistent level of service excellence and value on every trip they travel with us on, be it through culinary, sightseeing or guiding for example.
We don’t want to be known as just a classic River Cruise specialist either. It is of course an important part of our business, but we do so much more and we’re seeing more interest than ever in our other products.
River Cruising for example in smaller regions like Bordeaux with pre and post touring options is becoming much more popular with perhaps an ocean cruising such as the Mediterranean tagged on to the trip.
Rail is back with a passion on our Danube Express and Champagne Express as is land touring in South America or Africa. And our Myanmar River Cruise ships are already booked out for the first departures in early January which is remarkable given it’s a brand new destination.
Here in Australia, domestic is really strong with products like our Kimberley small ship cruising really popular along with our classic Top end touring”.
What’s your advice for agents?
“We’ve invested heavily in our trade sales team to ensure all our trade partners get the best possible service. It’s simple. When agents succeed, we succeed.
We’re constantly listening to what agents and their customers want and and dialling the right product up or down accordingly. Right now we’re running focus groups across our brochure range with agents as part of our continual improvement program. We’re always going to be asking “Is there a better way we can do this?”
Ultimately, the APT range of product is a very efficient transaction for agents. We can price match and package for agents so it’s much quicker and easier to get an itinerary together to book for a client. Plus all our product comes with great commission and the guarantee their customers will have a fantastic time travelling with us.
My advice to every agent out there would be – ask us how more can we help? We’re here to partner with you and to help your business grow by making sure your customers enjoy the best experiences, tell their friends and come back for more”.
Where’s your next dream destination?
Iguassu Falls, Argentina and Brazil.
South America has always been a place I’ve wanted to spend some time in, but for a longer period so I can really immerse myself in the destination and travel in it properly.
It’s been very tempting because we’re working on the 2017 programs right now. But looking at my workload now I don’t think it’ll be for some time yet”.
