Railbookers has launched its Asia operations, marking a major step in strengthening its foothold in the region’s growing premium travel sector. Based in Singapore, a newly recruited team of four account executives began operations in October, working closely with key sales partners across Southeast Asia.
Following Asia’s increasing appetite for medium- to long-haul travel over the last decade, alongside with the evolution of the middle class and maturation in many markets, Railbookers is now embarking on the next step to expand into the region. It believes it is filling a gap in the market, capitalising on the increasing demand for more FIT packaged product versus traditional group travel offers.
Focus on premium segments, strategic partnerships
Railbookers’ Asia operations will market to the FIT and small private group market. This includes intergenerational families and friends travelling together for up to 15 people per booking.
Commenting on the market segment that the company is targeting, Rich Leonard, who is in charge of Railbookers Group’s emerging markets, points to a strategy that focuses on the upmarket, high-end segments. We're not wanting to compete on price, because in Asia there's a lot of obviously very cheap, monetised products for people going to China, going to different markets within Asia.
"It's more than nuanced, and the more experiential curated stuff because we know that will resonate with our Singapore and other markets.”
In Singapore, Railbookers has partnered with major travel agencies such as Chan Brothers, EU Holidays, CTC, Pacific Arena and UOB Travel, identifying them as strategic partners to anchor its entry into the market. In Malaysia, collaborations include Sedunia and Apple Vacations, with plans to expand to Bangkok, Vietnam and the Philippines over the coming months.
Leonard stressed that the focus will be on quality partners. “We are focused on working with a select few who understand our premium product and can amplify it effectively,” he added.
New digital brochure, agent guide
To support its partners, Railbookers has launched a digital brochure, showcasing 50 curated itineraries spanning Europe, North America, Australia, South Africa and South America.
A travel agent reference guide has also been developed to help partners quickly understand the company’s global offerings. Legacy products such as Amtrak Vacations continue to be a key part of the portfolio, offering coast-to-coast travel experiences across the United States and popular routes through the Rockies and Alaska.
Over the next 12 months, Railbookers plans to introduce new Asia-based rail products, starting with Japan, followed by South Korea, Taiwan and China, said Leonard.