TORONTO — Trafalgar is entering a new era, bringing Insight Vacations and Costsaver under the Trafalgar name for 2027 in a move designed to simplify the portfolio for travel advisors while expanding the range of product they can sell.
Joe Robinson
TTC Tour Brands’ top retail partners were given an early look at the changes during an industry event on Aug. 19, when Joe Robinson, SVP Sales, North America, outlined the strategy in a video message.
“Your new era with Trafalgar is here. We are unifying our products and making our products way easier to sell,” Robinson said.
The expanded Trafalgar portfolio will include more than 600 itineraries across 75 countries and five travel categories: Tours, Small Groups, River Cruises, Rail Journeys and Group Sales.
It will also introduce three value tiers. Classic will reflect the Trafalgar experience advisors know today, Premium will retain the elevated hotels, dining and experiences associated with Insight Vacations and Saver will continue the flexibility and price points currently offered by Costsaver.
For 2027 departures, TTC Tour Brands says existing itineraries, experiences and pricing will remain unchanged.
ONE BRAND, MORE CHOICE
Company executives said the change was driven in part by feedback from the retail community and a desire to reduce confusion for both advisors and consumers.
“Growth has given us more ways than ever to serve travellers, but more choice shouldn’t mean more complexity for the advisors who sell us,” said Melissa DaSilva, Deputy CEO and Chief Sales Officer, TTC Tour Brands.
“Bringing these experiences together under Trafalgar allows us to preserve what advisors and their clients value while removing layers that no longer make it easy to do business with us. We want an advisor to be able to come to Trafalgar with a client and find the right way for them to travel, whether that means a premium tour, a small group, a river cruise or a completely different experience as their needs evolve.”
Robinson told retail partners last month that the key change is not the product itself, but how it will be presented.
“For 2027, nothing is changing about the experiences your clients know and love,” he said. “What is changing is how we present it. All of the products stay put. What gets easier is where to find it and how to sell it and talk about it with clients.”
Some parts of the broader Trafalgar expansion are already underway. Group Sales, Rail Journeys and River Cruises are already live, while the full unification of the brands is scheduled for Q4 2026.
“The goal isn’t to give advisors less choice. It’s to make more choice easier to navigate,” added DaSilva. “An advisor shouldn’t have to navigate the complexity of how our business is organized behind the scenes to find the right vacation for their client. We believe one trusted brand, with clearly defined ways to travel and value tiers, gives them a simpler way to match the right experience to the right traveller.”
Be My Guest traditional meal, Magna Grecia
BIGGEST-EVER BRAND PUSH
Trafalgar says the expanded portfolio will be supported by its largest-ever brand investment in 2027.
Robinson told advisors that the company plans to launch its biggest brand marketing campaign to date in Q1 2027.
The timing of the announcement, he said, is intentional.
“We want to tell you first, before the campaign launches. You’re our partners. When a client asks you in December what’s going on with Trafalgar, we want you to be able to answer them with confidence.”
Trafalgar says its internal data shows that 60% to 64% of bookings generated through consumer awareness campaigns convert through travel advisors.
“Our stats show that 60 – 64% of bookings generated through our consumer awareness campaigns come through travel advisors,” Robinson said. “So as a result of those campaigns, six out of 10 people will walk into a travel agency to book their trip, and that’s what we want.”
ADVISOR TRAINING UNDERWAY
To help advisors prepare for the transition, Trafalgar has launched its ‘Your New Era’ with Trafalgar hub on the Travel Agent Portal, with training, information and resources.
Live webinars are scheduled for Sept. 2 and Sept. 17, while advisors can also request training from their Sales Manager or complete eLearning at their own pace. To register for Sept. 2, click here. To register for Sept. 17, click here.
Additional features will also be added to the Travel Agent Portal to help advisors navigate the five travel categories and three value tiers.
The expanded product will become bookable on the portal in Q4 2026, ahead of the Black Friday booking period.
Lead image caption: Taormina, Sicily — CREDIT TTC Tour Brands
