Getting to know Busabout & Damien Bennett

A three-week visit to Europe turned into a 15-year residency for Damien Bennett, who recently moved on from his post as head of sales for Contiki in that part of the world and hopped across the pond for a new challenge.

The Aussie-turned-European-now turning-Canadian is two months into his gig as director of sales, North America for Busabout – also a Travel Corporation brand – and so far, things are off to a good start.

"There are remarkably wonderful people here," he tells PAX in a one-on-one interview. Bennett hit the ground running upon making his move to Toronto, now travelling across the country regularly to educate travel trade partners on the product.

Busabout is a flexible hop-on, hop-off product throughout Europe and while there is basic brand awareness – not to mention an upward trend in bookings coming out of Canada – there has never before been an on-the-ground presence here to cultivate the market.

That's meant to change with Bennett, and if all goes as planned, he'll soon be leading a team of other Busabout representatives to keep up with the interest.

"My sole purpose is to build with the trade," he says. "They understand the destinations we're going into, and once they receive some training, they also understand what Busabout is and who it is for."

Delving into details, Bennett shows off the Busabout network across Europe, which includes three loops – North, South or West – that hit hotspots throughout Germany, Prague, Austria, Switzerland, France, Italy and Spain. Clients can choose to begin their trip at any point, allowing for the flexibility to fly in one city and out another.

Flexibility is the keyword when it comes to selling Busabout, Bennet explains, noting that in addition to arrival and departure points, travellers can decide how much time they want to be in each city as they go along. If they choose to spend more time in one place than originally anticipated, they can simply update their profile on the company's online portal.

Describing the Busabout traveller as "someone who is looking to travel Europe at their own speed; who wants that freedom and flexibility of choice," he also notes that each coach has a guide onboard and optional orientations of the major stopping points are available, giving passengers a sense of the destination before they set off on their own.

Travellers must be a minimum age of 18 to travel with Busabout but there is no age limit beyond that; however, on average, passengers are in their 20s and 30s. And while many begin the trip on their own, Busabout passengers often end up finding travel buddies as they go.

When it comes to where to sleep, Busabout allows people to book their accommodation through its My Trip platform, which offers up primarily hostel stays. That said, clients have the freedom to book however and whatever they want; as Damien points out, this isn't typically part of the travel agent's role in the booking process because of the undetermined schedule of each passenger.

But despite the independent nature of the product, the travel trade is still where the company sees the most opportunity.

"If you're the most ardent, independent traveller – backpack on and a pair of sandals – a travel agent is where you're going to book your stuff and this isn't your product either," Bennett explains. "You don't need a coach or a guide to give you that orientation... That person wouldn't go to a travel agent, anyway. People who want a little bit more – someone to book their flight, book their ground and recommend things to do in a destination, will go into a travel agent and book us."

"This isn't for everyone, but for the right person, it's the perfect product," he adds.

To compliment the network, the company also offers Busabout Adventures, set itineraries with set departure dates, which allow travellers to book tours that highlight different areas or festivals before rejoining the loops. Examples include Croatia sailing and La Tomatina festival in Spain.

Similar opportunities have also recently launched in Asia, Bennett pointed out, with adventures throughout Thailand, Laos, Vietnam, Cambodia and Burma.

Further tours are available with Haggis and Shamrocker, two additional product lines available in Scotland and Ireland, respectively. "All guides are locals and what they do better than anyone is bring the destination to life," Bennett says.

Representing and growing a business is not new to Bennett's wheelhouse, and he's confident in the product he has to work with, not to mention the people he's met with so far.

"Once they know the product, they know who to sell it to," he says. "It's terribly exciting... I've been lucky enough to bring brands or myself into new regions of the world – whether it's the U.K. or Scandinavia – and the welcome I've received from the trade in Canada has been overwhelmingly positive."

Click here to see Busabout's e-brochures.