V.P. Sales & Marketing
Owned by Transat A.T. Inc. since February 2012, Tours Mont Royal, which will be known in Ontario as TMR Holidays, says it will act as “an alternative” to its parent company’s brands, even as it attempts to boost Transat market share in Canada’s most populous province.
“We are part of Transat but it’s totally separate, and Jean-Marc Eustache wants us to stay like that,” says Louise Fecteau, V.P. Sales & Marketing. “We will have our own head office, our own buyers, our own marketing, our own sales department,” Fecteau adds.
Founded in 1969 as Tours Mont Royal, TMR Holidays specializes in Mexico, the Dominican Republic and Cuba, with the latter representing 1/2 of its product line-up. The company is headed by Anna Malito, President and long-time Transat executive.
The initial Ontario offering from TMR features close to 200 hotels. Access to the full inventory is now available in booking systems and the Ontario brochure has been released. Flights from YYZ and YOW will begin 01NOV. Lift will be via Air Transat and CanJet through 30APR when the CanJet contract ends. From that date, all lift will be with TS, though Fecteau says flights to ACA and ZIH will be on a TMR-branded aircraft.
Product launches will be held in 6 Ontario cities in September.
In its initial brochure, many TMR destinations and resorts overlap Transat brands Nolitours and Transat Holidays. Fecteau says that TMR’s offering will increasingly differentiate from those brands over time.
“The goal is to work closely with travel agents regarding price, the tools they need to sell, but never, ever, to the detriment of Transat Holidays,” Fecteau says. “That’s the rule in Quebec and it will be the same in Ontario. They are our brothers, obviously. We are working to ensure both are successful in
The sales & marketing V.P. describes TMR as a “low-cost operator” distinguished by “aggressive pricing.”
One way it plans to keep costs low is by eschewing direct-to-consumer marketing. The brand will be promoted solely to the trade and rely on the retail community to present the product to consumers. Fecteau says the brand is using “an interesting payload system that allows us to offer low pricing.”
Fecteau says TMR has hired a director for Ontario operations, with her name to be released shortly. It has also signed a lease for an Ontario head office, with the location yet to be disclosed.