THE Globus family of brands has seen a year-on-year increase of over 50 per cent in business from Malaysia, making the country its second largest market in Asia after the Philippines.
The brands are Globus, for first-class guided tours; Cosmos, for value guided tours; Monograms, for independent travellers; and Avalon Waterways, which sells river cruise vacations.
Raymond Smith, GSA business development manager for the Globus family of brands, said the profile of the brands had grown since Sedunia Travel Services took over as GSA for Malaysia in November 2012.
He noted: “Previous marketing efforts in Malaysia had not been as strong.”
Sedunia Travel Services’ executive director, Teoh Leng Lan, said the Globus family of brands appeals to the Malaysian FIT and family segment.
According to Teoh, next year’s marketing strategy would target consumers from big cities such as Kuala Lumpur, Penang, Ipoh, Johor Bahru, Kota Kinabalu and Kuching through the company’s network of travel consultants and direct mailers.
Sedunia also plans to further tap the corporate segment, especially for incentives.
Avalon Waterways saw over 100 per cent year-on-year growth for the Malaysian market, albeit starting from a small base. Teoh said river cruising is still a new product among Malaysians and has strong potential for growth particularly among seniors, ocean cruise regulars and those wanting to experience cruising for the first time.
Sedunia will continue to push popular itineraries such as the 13-day The Blue Danube Discovery Cruise from Budapest to Prague, the eight-day Romantic Rhine cruise from Amsterdam to Basel, as well as new itineraries such as cruises down the Mississippi and Amazon rivers.
Well-received Cosmos tours include the 10-day European Jewels itinerary, covering Holland, Germany, Austria, Italy, Switzerland and France; as well as the eight-day Six Countries, Venice and Paris, featuring Belgium, Germany, Austria, Italy, Switzerland and France. Globus’ eight-day European Highlights, touring France, Switzerland and Italy, is also popular among Malaysians.
