After 30 years of building one of
the world’s largest integrated travel companies, Transat A.T. Inc. is
“simplifying” its branding, putting the Transat name to the fore.
The company’s new standalone escorted
tour brochure is branded Transat, rather than Transat Holidays, and press
releases from the tour operator side are also featuring the one-word branding.
According to Transat executives, it’s just the next step in an ongoing process.
“This is not a rebranding
exercise. It’s a simplification of how we promote our offer in the
marketplace,” said Genevieve LeBrun, Senior
Marketing & Communication Executive, in an interview with Open Jaw. “It’s a
reflection of how consumers see us.”
The move follows ongoing efforts to
rebrand many of the nearly 500 Transat-owned retail locations. After what it
called a successful trial, the company began offering the new-look Transat
Travel brand to franchisees earlier this year. “We believe that having a consistent brand presence can pull up the
whole brand," said Joseph Adamo, General Manager, Transat Distribution
“We're looking to better serve
today's consumer, who typically visits several touch-points before booking
travel. Our vision is to integrate all those touch-points – online, call centre
and physical stores – under the Transat brand. That way consumers could
seamlessly toggle from one touch-point to another," Adamo added.
LeBrun says that while
Transat will be the “big flagship brand,” the changes don’t spell the end for
the Nolitours and TMR Holidays brands, although ‘TMR by Transat’ and ‘Nolitours
by Transat’ are how the smaller tour operations are now presented.
“We’re certainly committed to
those brands,” says LeBrun. “There’s strong equity between Nolitours and TMR,
which cater to specific audiences.”
LeBrun says that by putting
the Transat name forward at all phases of the customer relationship – from
planning and booking to flying and in destination – the company is “reflecting
how consumers see us,” and “creating confidence in the travel experience.”
LeBrun says the company is
constantly measuring the health of its brand perception. “We’re pretty happy
with where we stand. We see the trust we have and we’re confident with our
level of brand equity.”
While putting the Transat
name front and centre, Transat continues to work within the brand to offer
differentiation from other operators. These efforts are most apparent in the
massive new 428 page sun brochure featuring over 500 resorts. Transat continues
to segment that vast product into ‘Collections,’ including new ones this year
aimed at solo travellers and those seeking adults-only resorts.
“We are very proud of the
breadth of our offering and our Collections are a way to help customers find
the choices that are relevant to their needs and interests,” says LeBrun.
The Collections are also seen
as an effective way to put the focus on the desired experience of travellers,
rather than just the bottom-line price tag.
“Price will always be a key
criteria,” LeBrun says. “But it’s not the only factor. Quality, customer
service, our presence at the destination, these are all elements of how we want
our customers to see Transat.”