TRAFALGAR has taken a bold
step in what it calls “the
evolution of guided holidays”,
by launching a new website
that includes unedited
consumer reviews.
The growing importance of
review websites in the travel
decision-making process has
often been highlighted during
the past year. US-based
Travel Weekly recently ran a
Consumer Trend Survey. The
key findings were an increase
in the use of review sites by
travellers who use agents
and the growing importance
of review sites in travellers’
decision-making.
Trafalgar is now tapping into
this trend with the launch
of its new website, which
features user-generated
content through independent
client reviews. The reviews are
posted without being edited
in any way through feefo, a
global ratings and reviews
provider.
Theresa Szejwallo, md of
Trafalgar, says: “We do have a
full-time team in Geneva that
only looks after guest reviews,
so whether these are positive
or negative they are handled
immediately. Taking down
negative comments would
hurt our hard-won credibility
and it is not something we
will do. If we get a ‘not so
happy’ review, it still goes on
the website but we do contact
the guest to address the
situation.”
Theresa adds that this
new and emerging ‘sharing
culture’ allows agents to
experience the destination
without having been there.
“It also allows them to
show their clients thirdparty
reviews of the product
they’re selling. We want to
have more transparency so
that our agents can hear
from their clients what their
Trafalgar experience was. You
don’t have to believe us –
believe what our guests are
saying about their Trafalgar
experiences.”
Travel agents will find
feedback from a large
demographic of Trafalgar
travellers in the user reviews.
Theresa says it is no longer
the sole prerogative of the
younger generation to share
their experiences online. “Our
statistics show that up to 70%
of our Trafalgar guests post
on social media. We have free
WiFi on our coaches and we
encourage our guests to use
social media.”
Besides adding usergenerated
reviews, Trafalgar
has also merged its agent
and consumer sites, bringing
agents a bigger range of tools
to help them make a sale,
says Theresa.
Each page features a search
box where agents can search
by country, see live trip ratings
and more. Easy access to
agents’ bookings on their
personal profile are also to be
found as well as the ability to
request brochures.
The site offers a live
online booking system that
is accessible 24 hours a
day as well as an online
payment system. Agents’
online bookings can be
accessed through the site,
and the online booking system
generates reminders of when
payment is due and creates
invoices for the agent.
There are also other
touches, such as the live
guest feedback and a wider
range of trip types, including
the new Hidden Journeys
collection for smaller groups.
“We have a special ‘what’s
new’ section detailing the
latest deals, offers and news
as well as a great sales
toolbox, agents-only offers and
a ‘request training’ feature,”
adds Theresa.
