Trafalgar launches ‘inspiring’ new partnership

Can coach tour travel be authentic and spontaneous?

Some would say no; that fixed agendas and the needs of fellow travellers get in the way of the surprises and personal satisfaction achieved by exploring the world on ones’ own steam.

But ask Wolf Paunic, president of Trafalgar Canada, and Patricia Schultz, New York Times bestselling author of 1,000 Places to See Before You Die, and you’ll get a somewhat different insight.

“The question is, do travellers really want ‘surprises’?” Paunic told PAX in a one-on-one prior to a luncheon hosted by Trafalgar at Toronto’s Lena Restaurante yesterday. “People travel in different ways, of course, but when it comes to truly experiencing a destination, a little bit of guidance goes a long way.”

The lunch marked the launch of Trafalgar’s global partnership with Schultz, who has collaborated for a number of years already with the company and is now coming on board in the official capacity of Global Brand Ambassador.

According to Paunic, Schultz’ popular travel book presented itself to Trafalgar at precisely the right time – when the tour operator was first looking to rework its offerings about three years ago.

“We were looking for inspiration, and came across Patricia’s book,” he said. “We all thought ‘this is exactly how we would like to build our guided vacations.’”

The book was a good fit for the brand, Paunic said, because it was the literary embodiment of what Trafalgar seeks to provide its guests in every program it offers around the world. “We share the same values,” he explained. “[We both seek] to give enough influence and local experiences to inspire travellers, but not to be overbearing. To still allow them decision-making power and curiosity… to seek a life-changing experience, rather than just a vacation.”

Paunic explained that 1,000 Places to See Before You Die has been an instrumental influence in Trafalgar’s growth in recent years; the book is used as a reference in staff training sessions, and when the brand introduces new destinations.

With Schultz’s role as brand ambassador now underway, Paunic also hopes the book will be used as a researching resource for agents and their clients when deciding where to travel with Trafalgar next. The book is already offered as a prize for the brand’s Love to Talk Travel events, which agents attend with their clients.

Schultz, fresh back from her first Trafalgar tour of Vienna, Prague and Budapest, said that for her, the brand satisfies travellers’ longing for spontaneous exploration more than ever.

“They give you lots of time to explore,” she said of her experience, highlighting Trafalgar-exclusive programs (such as its 'Be Our Guest' product) as ways in which the brand makes discovery and authenticity possible within a group setting.

“It was a pleasure to share the experience with my group and when on my own, my tour director offered personal guidance… It was the perfect balance.”

She added that the partnership – announced just in time for Trafalgar’s upcoming 70th anniversary in 2017 and the relaunching of her second book, 1,000 Places to See in the USA and Canada Before You Die – was “a match made in travel heaven,” as both brands give travellers an open-page sense of possibility when it comes to achieving their travel goals.

To that point, Paunic pointed out that while many wish to explore the streets of a little European town and discover an artisanal boot-making shop or remote café, the reality is that when it comes to solo-type travel, those experiences are never guaranteed.

“It’s harder to find those ‘authentic’ moments and places than one might think,” he advised, adding that in each of its 280 programs across 66 countries and six continents, “Trafalgar never fails to find ways to present those spontaneous gems to travellers.”

Schultz was inclined to agree, impressing that it’s not so much the style of travel that matters, but that you dedicate yourself to achieving your travel goals.

“The very essence of the book is that time is short and the world is huge, so how do you want to live your life?” she explained. “There will always be destinations that call to you, that have always called to you and are top of your shortlist, but really, you kind of want to see it all.”