BY THE TOLLMAN FAMILY

Dear Traveler,

There are times when we can actually see the curve of history unfolding around us. 2020 has been such a year, and by no means easy. Most painfully, many have lost loved ones to this awful pandemic. Many others have lost their jobs and face difficult hardships, including colleagues who started the year with us but are now, unfortunately, unemployed. For those of us who love to travel, it has been filled with delays and disappointments brought on by Covid-19. Suffice to say, while all of us at The Travel Corporation began 2020 with great anticipation of celebrating our first century as a family owned and run business, this was not the year any of us had imagined.

And yet, even bad years can bring good things. While physical travel was more limited than at any point in our lives, we have nevertheless traveled tremendous distances through time and memory. It has been our great joy each month this year for those of us at TTC to look back over this past century and share with you tales of how we began, who we have become, and why we do what we do.

Thus, anxious as we all are to turn the page on 2020 and to begin a gradual global recovery in 2021, we invite you to join us as we look back over the stories we’ve told this past year, so beautifully narrated by Vicki in our videos, and through the voices of guest writers in this series of blogs.

While this year was not how we had envisioned the start of our second century, those of us at TTC know well that great journeys do not always have easy beginnings. That was true for our founder, Solomon Tollman who, as a boy of fifteen, was forced to leave his home and family in Lithuania to escape oppression of life under the Czar. After being smuggled out in a train, he eventually arrived in London with nothing more than the few gold rubles his mother had sewn into his clothing. Six months later he traveled steerage class on a steam ship to Cape Town, South Africa. There he survived the last pandemic – the Spanish Flu of 1918-19 – and made his way up South Africa’s rugged west coast to the sleepy fishing village of Paternoster.

Solomon’s story was the first we told, in January’s blog posting by Brett Tollman, our Chief Executive, 100 Years of Being Driven by Service. Brett recounts how his Grandfather Solomon – Solly, as he was known – purchased and refurbished a run-down community center, and in 1920 welcomed the first guests to The Paternoster Hotel, shown above as it appears today. Difficult as his journey had been, Solly ran that hotel so as to give other travelers the welcome he himself had not received. That spirit gave rise to that business principle which guides all of us at TTC to this day: Driven by Service.

Love and travel are forever linked, and in February we shared a story from TTC’s Chairman, Stanley S. Tollman. A Valentine’s Day Tale of Love and Oysters tells of a memorable journey to Durban, the birth of his vision for TTC – and the moment he literally fell for Beatrice Lurie. A love story for the ages, she went on to become Mrs. Bea Tollman – his partner, fellow visionary, and the love of his life – they celebrated their 67th anniversary this past March.

Bea Tollman picked up the story in March for International Women’s Day with a blog post entitled The Secret Ingredient. Through the story of her own journey to become a master chef, founder of Red Carnation Hotels, and guiding visionary for Uniworld, she celebrates the crucial role that women always have – and always will – play in the success of TTC, through the passion they bring to their work.

In April we celebrated the 50th anniversary of Earth Month with Paradise Lost & Found by Shannon Guihan, Chief TreadRight & Sustainability Officer for TTC. In it, she tells of growing up in Paradise, Newfoundland, a town which lived up to its name. As she grew up, however, she saw the impact of tourism without forethought, where visitors trampled the very sights they had come to see. This led her to her life’s work, ensuring that travel is a force for good, and the ongoing work of The TreadRight Foundation.

In May, as the extent of the pandemic became clearer to us all, we naturally turned our attention to what matters most in life. Vicki Tollman, Executive Director of Red Carnation Hotels, wrote We Are Family, celebrating Mother’s Day in many countries around the world and the United Nations International Day of Families. In it, she reflects on being part of the Tollman family, of TTC’s family of brands, and of the many families within these families.

June brought the silence of the quietest travel season we had ever known, with virtually all trips cancelled. Difficult as this was, we realized this was an ideal time to reflect and appreciate the gift of travel, the places we have been fortunate to visit, the experiences we have had, and the people we have come to know. Travel is, after all about creating memories that last a lifetime, and this seemed like the right time to share some of these. We invited employees of TTC around the world to share tales from past journeys they are thankful to have made in Reflections of Gratitude, From Those of Us At TTC. These sentiments were echoed in June’s video, Gratitude, narrated by our Chairman, Stanley Tollman. Through his words and his calm, reassuring, and wise manner, one truly understands why he has come to be so widely recognized as both a successful entrepreneur and great statesman.

One of the great joys of travel is the friendships that arise from our journeys. In July we reached out to our travelers to gather stories of friendships they had made while traveling with us, as well as to our employees, for tales of friendships with each other, our partners, and with our guests. These became With a Little Help From Our Friends.

As a fourth generation family business, we are always looking toward the future. For August’s blog, we reached out to Brett’s daughter, Ella, who is currently a student at
NYU. A talented photographer, she shared some of her favorite travel shots in Bringing the Future Into Focus, recounting how her travels have shaped her world view, and how her camera has shaped her travels.

By September we were sorely missing our guests. We heard from many that they had been missing us as well, and that they had been flipping through scrapbooks and photos to remember past journeys. That encouraged us to do the same, sifting through letters, emails and photos we’ve received over the years. With their permission we shared some of these in Tales From Our Travelers.

Continual innovation is crucial in the world of travel, and it is what has guided us through our first century. For October’s blog we turned to a visionary leader, Gavin Tollman, CEO of Trafalgar, Costsaver, and Brendan Vacations. His blog posting, Innovation – the Key to Our Past, Our Present, and Our Future tells the stories behind some of the revolutionary innovations that have made these companies so successful. Not one to dwell in the past, he brought us up to the minute, sharing some of our current TTC innovations around health and well-being for our future travelers in this new era.

Finally, November brought us to what would have been the end of the 2020 travel season. As we have always done here at TTC, we turned our focus to the future, and more sustainable travel, through the “eyes” of our non-profit TreadRight Foundation, which we started over a decade ago to help protect and preserve what we love on our planet – its magnificent destinations, welcoming communities, and stunning wildlife – for future generations. In When We Travel Again we heard from three of the most inspired travelers in the world, Céline S. Cousteau – TreadRight’s Planet Ambassador, Sarain Fox – TreadRight’s People Ambassador, and Ami Vitale – TreadRight’s Wildlife Ambassador. Through photographs and stories, they helped all of us to think of how, when the time comes, we will Make Travel Matter more than ever.

With that, we thank you for joining us on this journey over this past year and through this past century, and return to the present moment, here at the tail end of 2020. Squinting a bit in search of the perspective one finds in reflecting on the past, we imagine what we might see on some future day when we look back on this year. Challenging and painful as 2020 has been for all of us, perhaps we may come to see it as a bridge – albeit a narrow one – that helped one another to cross, from the past to the future.

In that spirit, on behalf of all of our TTC family, we send our best wishes to you and yours for happy, healthy, and safe holidays and a new year, filled with light and love. We know none of us will take the joy of traveling to new destinations for granted again. May the year ahead bring better times, amazing journeys and rich experiences for you, our beloved travelers.

Sincerely,

The Tollman Family

CEO of Trafalgar, Costsaver, and Brendan Vacations

“Twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore! Dream! Discover!”

– Mark Twain

No business makes it through a century without constant innovation, and that is especially true in the world of travel. The drive to innovate must be endless, which is why I keep an old roll of film front and center on my desk. This serves as a constant reminder to me – while Kodak made the best film, they failed to innovate as times changed, and ten years after the invention of digital cameras they went bankrupt.

As part of the third generation of this family business, I have learned a great deal about innovation from my grandfather, my uncle, and my father, who have brought together TTC’s amazing family of brands. Another constant source of inspiration for me is the late Steve Jobs, whose attitude and vision is summed up in the quote in my office here in Geneva:

“Some people say give the customers what they want, but that’s not my approach. Our job is to figure out what they’re going to want before they do. I think Henry Ford once said, ‘If I’d asked customers what they wanted, they would’ve told me a faster horse.’ People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page.”

True innovation, I believe, takes listening, team work, and courage. My job is to listen to our guests, to my team, and to people I trust – both for what is said and what remains unsaid, for the challenge of an innovator is to give people what they want even even before they know it. When it comes to turning dreams into reality, teamwork is absolutely essential. I am incredibly fortunate to work with an extraordinary group of individuals, in all facets of our business, who never focus on can’t but rather on the why and the how it takes to get things done. As for courage, as everyone on my team knows, I believe we must dream big and take bold steps in order to push beyond existing boundaries and change the world.

You can see how all these elements came together in the story behind Be My Guest, one of Trafalgar’s signature programs. Back in 2009, travel meant ticking off the highlights of a destination, seeing the sights, and tasting the local foods. While Trafalgar was the market leader then, as it is now, and travelers were certainly enjoying their holidays, we knew we wanted to take it to a richer, deeper level. We began by asking the big question: Why do we travel? While there are many reasons, the most important seemed to be in order to grow, to learn, and to connect. And what better way to do this anywhere you go than through the eyes of a local? How could our travelers be invited into their houses, to break bread with them, hear their stories over a bottle of wine, and truly experience the world they live in as they see it?

Of course, many at first thought this was a crazy idea. After all, as an individual traveler you would hardly be inclined to knock on a random door and invite yourself in for a meal. But “crazy idea” is often a starting point for innovation, and when I mentioned this to my team one of our Travel Directors smiled and said “You know, I have a couple of aunts who live in Sorrento….”

And so, in May of 2009, we found ourselves climbing up winding cobblestone up a hill to the Espositos sisters’ lemon farm, where we were welcomed with open arms and a feast from their garden.

Though their English was minimal, they offered us the kind of hospitality that goes beyond language – along with homemade limoncello and pasta pomodoro from tomatoes they’d plucked from their garden that morning. We came away full and delighted – and all we could think as we left was how much our guests would love this.

This is how Be My Guest was born.

It was an instant hit, providing exactly the sort of authentic experiences travelers craved, whether they knew it or not. Sadly, the Esposito sisters have since passed on, but the spirit of hospitality they embodied thrives. The program has grown rapidly, as we’ve found hosts all over the world. There’s a tremendous variety, some incorporating music, wine, or olive oil tasting. It’s always something sensory – and we always finish it off with a meal, typically cooked onsite by the family. Be My Guest experiences are now included on every Trafalgar vacation. Depending on the destination, guests might marvel at Andalusian horse riders performing at a rural Portuguese stud farm or visit the Provence home of Poppy Salinger, whose late husband Pierre served as advisor to both John and Robert Kennedy. Travelers to Alberta, Canada, will visit and dine at the Guinn Family Ranch in the spectacular Kananaskis Valley, with pristine views of the Rockies, alpine meadows, and wildlife, while visitors to Alaska can learn first hand about dog sledding from musher David Monson. It would be hard to pick a favorite, as each Be My Guest experience is one of a kind, but a few that spring to mind are…

… foraging with Oonagh on Liscannor Bay on the Wild Irish Way in County Clare, Ireland.
She’ll lead guests through the place she knows so well to discover flowers and delicacies that will be transformed into an Irish feast.

…….in England’s Lake District, where you’ll travel to Hesket Newmarket to meet “Farmer John” as he’s known by locals, in the village where he’s lived his whole life. He’ll show you his farm and introduce you to his dogs – and then his wife, Christine, a brilliant hostess and cook, will welcome you for an amazing spread of cream tea, sandwiches and a jaw-dropping dessert spread.

…..on a farm outside of Dubrovnik, Croatia, where you’ll meet Anton Muhoberac and his family, including his son who will play accordion for you as you cook over an outdoor fire, eat figs, drink the local travarica and dance to traditional music.

…..and at Grove 41 in Paso Robles, California, where Karen will guide you through her olive groves and the oil making process – along with tasting – then tell you her story over an alfresco lunch with local wines.

While our travelers are enjoying these rich experiences, they are also doing good, supporting over 100 local families around the world – all of whom look forward to the return of our travelers as we recover from this pandemic.

For another great TTC innovation, there’s our Brendan Vacations, (which operate in Ireland, Scotland and Great Britain) Chauffer Driven vacations, where we merged our knowledge of touring the British Isles with escorted independent travel. By partnering with Pat Keogh’s chauffer car business, we are able to offer travelers fully customizable hand-crafted vacations bringing together a professional chauffeur and the finest of accommodations.

Another innovation for Trafalgar was in how we tell about what we do. We knew we offered the finest travel experiences available – and so did our guests. We wanted to let them tell the story in real time. We also wanted to make sure their reviews came through with 100% transparency, which is why in 2014 we were the first travel company to post reviews through Feefo.

Now, six years on, we have a 4.7/5 global rating, and have been awarded Feefo’s Platinum status – their highest ranking. The desire to showcase what we did also had a powerful unintended consequence of letting us see how our trips were performing in real time. Our operating teams monitor their Feefo reviews and adjust on the fly, allowing for continual improvement and instant innovation.

Looking back, I remember how much anxiety this caused before going live, as the founder of Feefo later told me. Having never taken on a travel company, he was wary of negative reviews – obviously, he had never traveled with us. “You can’t put this genie back in the bottle,” he had said.

We wouldn’t want to, and we are proud that we were the ones who brought that genie out first.

Of course, any guided holiday company is only as good as their Travel Directors. Ours have always been great, but the spirit of innovation is about constant, relentless improvement. Thus, working alongside our sister TTC companies Insight Vacations and Luxury Gold, we hired the best in the business, a woman who had been head of training for Virgin Atlantic. Then we designed, from scratch, a rigorous, in-depth, multi-tiered experiential training program that would really place the travel directors into the guests’ shoes. The results have been fantastic, and one of the factors that has led to over 50% return rate of our guests.

In travel, personalization is everything, and our innovations in this area have been bolstered by the values of TTC. You can see this in our new phone system that supports all of us, Genesys. While I say “phone,” it is much more, as it will transform the ways all of TTC’s companies interact with travelers, including text, chat, and so on. Using data, we are able to connect our present and future guests with just the right sales consultants, so we are able to answer faster, deliver easy callbacks, and utilize natural voice responses instead of complicated and annoying click through systems. We know that in today’s world of instant contact, high touch points and personalization, this is the next step in us innovating into the future. And yes, we are available 24/7, 365, because that’s when our guests need us.

This drive to personalization has also led to My Travel Portal, which supports every guided vacation brand at TTC – for us, it is My Trafalgar, My Costsaver, and My Brendan Vacations. Available to guests as soon as they’ve booked, they can actively engage with their Travel Director, and tell them anything they may need to know – dietary requirements, physical limitations, birthdays, anniversaries they’re celebrating, things they like, as well offering a place to securely add passport and other contact details, all making for a seamless experience.

In addition to being helpful for the traveler, My Travel Portal lets your Travel Director begin to craft a personalized experience for guests, working behind the scenes, long before the journey begins. This includes special experiences you might like based on your interests, so we can surprise and delight you along the way, exceeding your expectations. I was once on a Trafalgar trip where the Travel Director surprised one of our American guests. He knew that the guest’s father had come from a small town in Italy, and the Travel Director not only surprised him with a visit to that town, but to the very house where his father had been born. Now that is special.

While there are innovations that surprise and delight, there are those born of necessity – especially now. These days, some of the most exciting innovations at TTC are in the realm of traveler wellbeing. Of course, the health and wellbeing of our travelers has always been our top priority, but right at the start of the pandemic, we quickly realized the magnitude of the affect this was about to have on our industry. We would have to bring it to another level. Our chairman, Mr. Stanley Tollman, who has just turned ninety, is sharp as a tack and always leads from the front, called myself and my cousin, Brett, CEO of TTC, back in May this year –

“Our Travel Directors need to focus on delivering exceptional travel experiences,” he said, “and our Drivers need to focus on the task at hand when we travel again. We need a third pair of hands on our trips to take care of all the wellbeing needs of the guests and reassure them.”

Thus, the concept of a Wellbeing Director was born. As you prepare for travel in 2021, Trafalgar, Insight Vacations, and Luxury Gold trips in all regions (apart from Australia, New Zealand and Japan) will have a Wellbeing Director. They will ensure spacing on coaches and keep supplies available and stocked, and call ahead to destinations and liaise with suppliers and hotels to ensure that our stringent protocols are followed, to name just a few of the tasks entrusted to them on the road, with you every step of the way to answer questions and address concerns. (Please watch our new video on this innovative, unique new on tour position, to understand more.)

Another amazing innovation at TTC involves hygiene at Red Carnation Hotels and all ships owned and operated by Uniworld. It’s called Premium Purity, and while we have come to it as a response to COVID-19, it is a fantastic and completely effective approach to cleaning that will serve us long after this pandemic is over. It is both 100% non-toxic and chemical free, removing viruses, bacteria, and microbes with no toxic residue, so it’s healthier for you, for our staff, and our planet.

This leads me to one more area of innovation, which is perhaps the most important, as it affects all of us and this magnificent planet on which we live. As TTC celebrates the success of our first century and the beginning of our second, we are acutely aware of how our travels impact the world. Travel can – and must – be a force for good. This belief shapes everything we do at TTC. It also drives TreadRight, the foundation we founded to ensure that travel has a positive impact on Planet, People, and Wildlife.
We invite you to visit their website to learn the amazing projects they do, many of which we visit and support on our itineraries. Also, if you have not yet taken the TreadRight Pledge to Make Travel Matter, we invite you to join us in doing so. (We also just launched a five year sustainability strategy last month, How We Tread Right, which establishes a detailed, trackable plan for us to be carbon neutral across our entire company before 2030.)

As we prepare to resume travel, we are aware that we are at a crucial time in our history. Many of the ways in which things have been done in the past are simply not sustainable, and must change. Again, it’s worth recalling what Steve Jobs said: “Innovation is the ability to see change as an opportunity – not a threat.”

As a member of the Tollman family, the head of these three brands, and part of the TTC family as a whole, I am grateful for that opportunity.

Sincerely,

Gavin Tollman

CEO of Trafalgar, Costsaver, and Brendan Vacations