Trafalgar, Uniworld and Contiki parent TTC said the initiative would strengthen the group’s brand and product leadership, unlock scale and better support trade partners.
Trade growth will be powered by expanded on-the-road sales support for agents, while a new inside sales team will be created to help build new trade partnerships.
In addition, TTC will put resource behind a dedicated sales marketing operation. In total, 16 new roles will be added, with a further eight set to be filled internally.
The plan also includes "substantial investment" in TTC’s travel agent portal, its white label operation and APIs to make accessing group product across touring and river cruise "as seamless as possible".
For TTC Tour Brands, all global sales functions will report to newly appointed chief sales officer and deputy chief executive Melissa DaSilva, who was last year named as Gavin Tollman’s successor, to create a centralised structure supported by local sales teams.
TTC said DaSilva’s 20 years’ experience in retail travel that preceded her joining the group in 2013 meant she was "uniquely positioned" to build out the new structure owing to her in-depth understanding of agents’ needs.
“Our trade partners are critical to our success,” said DaSilva. "This plan is about ensuring our brands are easier to sell, better supported and more competitively positioned in every market. We’re investing in the systems, tools and partnerships that help our trade community grow with us."
TTC is also simplifying how it segments its customers and product into three main channels – Youth, led by Contiki; Mainstream, led by Trafalgar, Insight Vacations and Costsaver; and Luxury, led by Uniworld and Luxury Gold.
