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

This year, Earth Month arrives with particular poignancy.  As The Travel Corporation celebrates its first 100 years, we also mark the fiftieth anniversary of the first Earth Day –  April 22, 1970 – which was the seed that grew into Earth Month.  Now, in 2020, Earth Month comes in the midst of a world-wide pandemic, bringing much of life – and virtually all travel – to a standstill.

Difficult as this is for all of us, it offers an opportunity to reflect on our relationship to this planet we all call home. This is especially true for those of us who have the great fortune to travel. If ever there was a time for a reset, this is it. With plans suddenly put on hold, it is a time to step back and ask ourselves some important questions. Why do we travel? What responsibilities come with our journeys? How do we want our travel to impact the planet we discover, the people we meet, and the wildlife we see?

While this pandemic is new territory for everyone, for those of us at TreadRight, these questions are not new. They are what led to TreadRight’s founding over a decade ago, what drives us to do the work we do each day. For me, personally, these are questions that have shaped my career.

I am not exaggerating when I tell you I grew up in Paradise – just outside of St. John’s, Newfoundland, an island off the east coast of Canada.  For me, as a child, the name of the town fit – from my front door I could run through empty fields and make it to Topsail beach to maybe spot a seal or two.  Depending upon the time of year, every direction led to skiing, hiking, or paddling.

Back then, the economy of Newfoundland & Labrador was largely based on the fishing industry, particularly cod. That all changed in the summer of 1992, when years of overfishing by multi-national interests had reduced the northern cod population to near zero. The Canadian government banned the practice of cod fishing and, overnight, the industry was near collapse. By the time I was 16, the tourism industry was kicking off quickly, and I soon found myself working as a sea kayak guide along the island’s rugged southern shore, with jagged cliffs above, swarms of jellyfish below, and, nearby, pods of fin, and minke and humpback whales that returned to the Grand Banks each summer to feed.

Incredible a backyard as it was, what I saw in Newfoundland’s growing tourism industry left me perplexed.  The same boats that once fished for cod now arrived full of tourists, chasing whales and interrupting their feeding. It seemed that “fisheries” had been replaced by “tourism,” and guided by much the same attitude: Make money quickly, but turn a blind eye to protection. In the process of visiting paradise, tourists were trampling it. While not the intention, it was often the result.

It seemed to me there must be a right way to discover natural beauty – and this was not it.  Seeking to understand, I went to university where I studied Outdoor Recreation and Environmental Education, then on to graduate school for a Masters Degree in Tourism and Environmental Management, writing my thesis on “Codes of Conduct for Marine Ecotourism.”

Anxious to put my newfound understanding into practice, I joined the operations team of a niche tour operator, which allowed me to put sustainable practices into place. We worked hard, did most of the right things, and thrived. And yet, when I looked at the big picture, our impact was limited. We were one of many such well-intentioned small operators, each working in our own space – while the damage being done by tourism around the world was vast, and growing. From there I launched and built a tourism consultancy, where I was able to work with destinations worldwide to address the way in which they develop, sell and market their regions. And yet the projects I was working on were again, small, and I was eager to focus on sustainability at scale.

During this time TTC was a consulting client of mine, and as it came time for me to move beyond consulting, it was also clear that TTC wanted someone to take TreadRight and sustainability to the next level, looking to appoint their first Chief Sustainability Officer.  I was intrigued, although in any other scenario would have been more than a little wary. I knew full well that the C in TTC stood for “corporation,” and I’m a cynic when it comes to what corporations say and do in terms of sustainability – I’ve never wanted to play a part in corporate greenwashing. However, having worked alongside Brett Tollman and his team of executives for several years, I had seen the depth and sincerity of their commitment. We had worked closely on issues such as plastics in the travel industry, the impact of overtourism and support for micro enterprises. The passion they brought to the work had grown steadily more intense and focused, coming down to three words: Make Travel Matter.

I took the job.

I’ve spoken of two P’s so far – the Power a large organization has to have impact at scale, and the Passion I saw from the teams at TTC.  But there is a third P that is most important – Partnership.  In order for travel to truly have a positive impact, we need coordinated efforts at every level, with all of us realizing that our efforts are part of the bigger picture.

We began by identifying the three critical areas in which travel has the greatest potential for impact: Planet, People, and Wildlife. With these as the three pillars of TreadRight, we looked to see who was doing the best work in each realm.  This has led to us partnering with over fifty-five projects around the world, and a new, soon to be released company-wide strategy aligned with the United Nations Sustainable Development Goals.

As you now take time to consider your future travels, I invite you to share in the inspiration I find each day from the people and communities with whom we partner, like Rosamira, Executive Director of Proyecto Tití, which protects the critically endangered cotton top tamarin in Colombia. Through WildlifeSOS in Jaipur, India, you will meet the truly impassioned people working to inform tourists and prevent the cruel practice of riding elephants. And nowhere will you find more impressive visionaries than Sam Judd and Camden Howitt, co-founders of Sustainable Coastlines in New Zealand. Last month – before travel was suspended, which now feels like a very long time ago – I spent an inspiring afternoon alongside other TTC volunteers, collecting and categorizing trash found on a New Zealand beach in the name of citizen science.

 In her blog posting last month for International Women’s Day, Bea Tollman wrote that supporting women and girls is essential, and many of our projects do just that. When you travel to Perugia, Italy, you’ll meet Marta at Laboratorio Giuditta Bronzzetti. When I was introduced to her, she was working in a crumbling church with a hole in its roof, as the very last in a lineage of hand frame weavers carrying on traditions dating back to the Renaissance. TreadRight partnered with her to restore the church’s roof and develop her gift shop, where she now trains the next generation of weavers. You’ll find a similar story in Peru, where Centro de Textiles Traditionales del Cusco preserves 10,000 year old Andean traditions while providing training and employment to women. And, at thirteen locations throughout rural Laos, you will find women and girls learning traditional techniques through Ock Pop Tock’s Village Weavers Project.

For now, I invite you to learn about all these incredible partnerships and more at TreadRight.org. When the time comes to travel again, you will have the chance to visit and support many of our partners around the world, through the amazing itineraries offered by TTC’s brands.

Some of TreadRight’s most important partnerships are with our ambassadors, who serve as our storytellers – and story listeners – around the world. Céline Cousteau, granddaughter of Jacques Cousteau and an accomplished activist, filmmaker, and explorer in her own right, serves as our planet ambassador – check out her beautiful video telling of the story of Iraq Al Amir Women’s Cooperative in Jordan. Sarain Fox, our people ambassador, is a First Nations activist and artist, helping preserve Canada’s indigenous culture through Manitoba Mukluk’s Storyboot School. Check out her tips on how we make our travel matter. This year TreadRight welcomed Ami Vitale as our first wildlife ambassador. An award-winning National Geographic photographer, she specializes in telling the stories behind the headlines. When travel resumes, she will be sharing stories from some of our projects in southern Africa, including those welcoming Red Carnation visitors to Bushman’s Kloof Wilderness Reserve & Wellness Retreat, South Africa, and Botswana’s soon to open Xigera Safari Lodge – which, by the way will be nearly 100% solar powered.

These are but a few of the places where we work, and I’ve told you why we do what we do – to Make Travel Matter. As TTC’s Chief Sustainability Officer, I also focus on how we put this into practice on a daily basis, ensuring that the positive impact of your travel begins long before your journey, through the practices of each of TTC’s 42 brands.  We are eliminating all unnecessary single-use plastics from our offices, in our hotels and on all of our trips. Each TTC traveler is encouraged to bring their own reusable water bottle on their trip and to receive documents electronically, and when you choose to do so, we plant a tree through our E-Documents Initiative.  This year, we will be planting in Australia, helping the recovery from the terrible bush fires there. TTC’s Toronto office – where I work – is powered by geothermal power, and a good number of our offices around the world have had solar panels installed.

As you can tell, when it comes to ensuring travel has a positive impact, there are a lot of moving parts – and a long way to go. But, as they say, Paradise was not built in a day.

I’d like to end with our most important partnership: You, our travelers. In addition to the visits you will be able to make with TTC’s companies to see and support these projects, a portion of every dollar you spend with every TTC company funds this work. And, please read and sign on to our travel pledge – which upholds the simple, key tenets of TreadRight and TTC – to help protect and preserve our planet, our people and their communities, and the wildlife of our beautiful fragile planet.

Just as I began this post with questions, I’ll end with one more, for you. The time to travel will come again – hopefully, soon. When it does, how will you make travel matter?

Sincerely,

Shannon Guihan