PAWTUCKET, R.I. -- Collette Vacations here rolled out a series of
educational tours for 2003 in partnership with the Smithsonian
Institution, a move that makes a portion of the Smithsonian travel
program commissionable to travel agents for the first time.
The program, called Smithsonian Journeys -- Travel Adventures,
is a new version of the Smithsonian's "value-priced learning
vacations." It replaces the Odyssey program previously operated by
Saga Holidays, a U.K.-based operator that did not pay commissions
to agents. Collette's base commission is 10%.
Saga cut back its U.S. operation to cruise only and ceased
operating Smithsonian tours last spring.
Collette's distribution network and access to the agency
community were factors in its selection as a Smithsonian partner,
according to Amy Kotkin, program director of Smithsonian Journeys,
the division of the Smithsonian that handles its travel
products.
"There were several things we were attracted to about Collette,"
Kotkin said. "The fact that they have multiple channels of
distribution and real experience in forming successful partnership
on a number of levels was part of it."
Kotkin said the capacity to distribute its products through
Collette's field sales force and agent network, as well as some
direct retail sales, "is, for us, very exciting."
Said Collette president Daniel Sullivan, "We had the best
ability to cover all their needs. If there are groups in Oklahoma,
I have a sales rep there. Other operators would have to fly someone
there."
The tours are lower priced than Smithsonian's traditional
products.
"We have been able to take advantage of Collette's buying
power," Kotkin said. "They also [offer] more free time. That helps
us keep the price low, but we also have found that many people want
to travel in that style."
The Smithsonian continues to operate higher-priced study tours
through various operators in its traditional direct-sales
model.
There are 20 programs in the Travel Adventures series, including
tours to Australia, North America, Costa Rica, Egypt, Iceland,
China and a number of European destinations.
"These are quite different from Collette's normal programs,"
said Collette chief financial officer John Galvin. "There is a much
more significant educational component.
"Each group travels with a study leader. The Smithsonian selects
someone with expertise in a certain area, usually of world renown,
to provide historical background."
Sullivan said Collette's staff of 70 traveling sales reps
provide extensive sales support for travel agents, including
promotional fliers, slide shows and color brochures that can be
branded with an agency's name.
What Smithsonian brings to the table is the educational
component and the credibility of what Sullivan calls "certainly the
most recognized brand of educational travel in the U.S."
Though the tours are built on the educational component, Galvin
said, they also are "designed around having a great time, a lot of
fun."
The initial reaction to the new product is "very positive,"
according to Sullivan.
Collette plans to do brochure mailings to past customers, with
the travel agent as the call to action. Any customers who call
directly are asked, "Who's your travel agent?" Sullivan said.
Departures begin in February. The tours range from a five-night
Spirit of Philadelphia & Washington, D.C., tour, priced from
$1,149 per person, to the 26-night Great Trains, Wineries &
Culture of Australia & New Zealand, priced from $4,219. (Both
rates are double occupancy, land only.)
The itineraries are available on line at www.collettevacations.com/smithsonian/traveladventures/.
For more information or reservations, call (888) 427-5384 or visit
www.collettevacations.com.