Railbookers is making strategic moves to broaden its offerings in the train travel sector.
- The company plans to introduce Laos and Vietnam to its destinations shortly.
- Japan is anticipated to rejoin the Railbookers programme in 2025.
- Railbookers encourages agents to promote rail options alongside current travel packages.
- Despite robust growth, the UK market’s rail travel uptake lags due to economic pressures.
Railbookers is strategically enhancing its travel portfolio by including more train travel options, demonstrating a forward-thinking approach to meet the growing demand for rail journeys. The tour operator is set to introduce Laos and Vietnam to its travel offerings in the next six weeks, signalling a significant expansion into southeast Asia. Additionally, plans are underway to reintroduce Japan, previously available before the pandemic, by 2025, reflecting Railbookers’ commitment to broadening its reach and catering to diverse traveller interests.
Chief Executive Frank Marini has described rail travel as a “sleeping giant”, acknowledging its untapped potential in the UK market. Despite many operators offering rail travel, its full sales potential remains unrealised. Currently, 65% of Railbookers’ sales are through UK agents, but there is still a notable lack of awareness about the company’s ability to offer complete travel packages, including train bookings from local stations. Marini emphasises that Railbookers acts as a one-stop shop, simplifying the travel planning process by integrating rail travel seamlessly into client itineraries.
However, the adoption of rail options by travel agents remains limited. This can be attributed to the fact that many agents are yet to experience rail travel themselves. To address this, Railbookers provides comprehensive support and training to build confidence among agents. This includes offering significant discounts for agents to experience Railbookers’ offerings firsthand. This hands-on approach aims to bridge the knowledge gap and foster greater enthusiasm for rail travel options.
Sales figures reveal a mixed picture. UK sales have seen a 14% increase year on year, which is comparatively slower than the growth seen in the US, Australia, and New Zealand markets. The cost of living crisis in the UK is believed to influence consumer preferences for more traditional ‘fly and flop’ holidays, affecting the demand for rail travel. Nevertheless, late bookings for June and July indicate some resilience and interest in these travel options.
As Railbookers expands its global portfolio, it aims to meet demand for both long and short haul destinations. Recent additions include Brazil and Argentina, with Vietnam and Laos to follow. The company continues to explore opportunities to expand within Europe, demonstrating its proactive approach to capitalising on emerging travel trends and consumer interests.
Railbookers remains committed to expanding its train travel options, appealing to both agents and travellers seeking diverse and convenient travel experiences.
