After nearly 40 years of serving to backpackers travel on a price range, Rough Guides has launched a bespoke holiday service geared toward “time-poor” adventurous older travellers who not need to tough it. The transfer is the beginning of a change of the writer’s total business mannequin from guidebook vendor to on-line travel company.
“In five to ten years we don’t want to be seen as a guidebook publisher: we want to be seen as a dynamic tech company that provides tailormade trips,” stated CEO René Frey.
The resolution follows a survey that found that almost all of Rough Guides readers are 40-60, or older. Frey stated these readers are “astonishingly loyal” however that promoting guidebooks to an ageing readership was unsustainable. “The only way out is a transactional business model where you can grow much bigger.”
Frey added that his background in newspapers and magazines had persuaded him of the necessity for a basic shift in the way in which the company operates.
Sister writer Insight Guides has already began to promote holidays, which now signify 18% of the general business. The introduction of the Rough Guides journeys will improve holiday gross sales to 30-40% in 2019. In 5 to eight years time, publishing will signify 10% of general gross sales.
Frey acknowledged that journey travel is already a crowded market however stated the Rough Guides journeys supply one thing totally different by offering a platform that places prospects in direct contact with native specialists in a vacation spot.
“This is going to change the way people travel. If you think about the Airbnb model, it is connecting travellers with owners. We are cutting the traditional travel chain.”
Where Insight Guides holidays present fashionable resorts and experiences, Rough Guides journeys might be geared toward travellers who need adventurous actions and to discover a vacation spot independently, in step with the unique spirit of the guides, launched by co-founders Mark Ellingham and Martin Dunford in 1982, with the Rough Guide to Greece.
To ebook a visit, customers enter their price range, vacation spot, most popular lodging kind and actions and obtain a tailormade itinerary from an area travel professional. The service has launched with 50 international locations however will increase to cowl extra.