Railbookers is calling on agents to promote rail travel as it expands offerings.
- The company plans to launch operations in southeast Asia and return to Japan.
- Recent UK sales growth has been modest amid economic challenges.
- Rail travel is seen as an underutilised opportunity within the travel sector.
- Efforts are being made to educate agents about the benefits of rail travel.
Railbookers is advocating for travel agents to more actively promote rail travel options, recognising its potential as a compelling choice for customers. The company is expanding its portfolio to include southeast Asia, with imminent launches in Laos and Vietnam, and planning a return to Japan by 2025. This strategic move is part of a broader effort to enhance travel offerings and tap into growing interests in diverse destinations.
Despite economic challenges in the UK, Railbookers reports a 14% increase in sales year-on-year. President and chief executive, Frank Marini, refers to rail travel as “a sleeping giant”, with significant potential that remains largely untapped in the UK market. Railbookers is a prominent provider, offering comprehensive travel solutions that combine rail and flight arrangements, with around 65% of its sales coming through UK travel agents.
Marini highlights a need for increased awareness among agents, many of whom may not have experienced rail travel themselves. The company facilitates this through support and training, providing opportunities for agents to deepen their understanding of rail travel’s advantages. An offer of a 20% discount to agents for personal travel with Railbookers underscores their commitment to promoting this mode of transport.
The company’s recent expansion into South America, featuring destinations like Peru, underscores its intent to diversify its offerings globally. Anna Davies, director of partnership marketing, notes plans to introduce new destinations based on demand trends. The addition of Brazil and Argentina, with forthcoming launches in Vietnam and Laos, points to a strategic growth plan aligned with market interests.
Railbookers’ experience in offering a range of options from local rail station travel to luxury train journeys reveals a broad appeal. However, there’s a noted gap in the mid-range market, affected by recent economic conditions. The operator’s focus on expanding and educating its network reflects its resolve to adapt to these dynamics and leverage rail travel as a viable and attractive travel option.
Railbookers is poised to reshape the travel landscape by amplifying the role of rail travel in its offerings.
