Frost is delighted to share the story of Bon Voyage, a travel company that has charted a course for success amidst the dynamic currents of the tourism industry. Our interview with Alan Wilson, Managing Director at Bon Voyage, offers invaluable insight on brand strategy and communication within the travel sector.
From Mass-Market to Bespoke Itineraries
Bon Voyage started out by offering budget-friendly package holidays to the United States. However, as the travel industry became increasingly commoditised and online booking platforms emerged, the company recognised the need to adjust its course. Rather than chase rock-bottom prices, Bon Voyage undertook a strategic shift towards bespoke itineraries, catering to a more discerning clientele.
Understanding Your Port of Call
A fundamental principle behind Bon Voyage’s triumph lies in its intimate understanding of its target audience. The company sets its sights on travellers seeking high-end and personalised experiences in North America. This niche market values expert guidance, meticulous planning, and exceptional customer service – aspects that Bon Voyage prioritises.
The Power of Brand Identity
Bon Voyage exemplifies the significance of maintaining a robust brand identity. The company eschewed the temptation to dilute its brand by launching a separate budget offering. Instead, it honed its core proposition of crafting tailor-made travel experiences and communicating its value proposition with clarity.
Building Trust Through Expertise
In today’s digital age, trust is paramount. Bon Voyage distinguishes itself by offering a human touch that online booking platforms simply cannot replicate. The company’s 24-hour telephone support and personalised consultations underscore its commitment to exceeding customer expectations.
Adapting to Shifting Tides
While Bon Voyage embraces digital marketing strategies, it acknowledges the potency of niche marketing. The company’s recent foray into print advertising with Private Eye magazine highlights its focus on targeted communication channels that resonate with its specific audience.
The Value of Human Connection
In an era of automation, Bon Voyage recognises the importance of face-to-face interaction. The company encourages potential clients to meet with its team in person, fostering a sense of trust and ensuring a perfect match for their travel desires.
Prioritising Brand Values Over Profit
Perhaps the most remarkable aspect of Bon Voyage’s story is its willingness to walk away from potential business that doesn’t align with its brand values. The company prioritises customer satisfaction over short-term gains, a philosophy that fosters long-term customer loyalty.
Frost: Your Partner in Brand Transformation
This interview with Bon Voyage is a testament to the power of strategic brand development and communication. Frost offers a wealth of experience in helping travel companies navigate the complexities of the modern marketplace.
Download the Full Book
To learn more about Bon Voyage and gain further insights from inspiring travel industry leaders, download our full book featuring a collection of in-depth interviews.