Back in the game
When Gai Tyrrell was appointed MD Australasia for Globus family of brands over a year ago, some called the appointment a move to ‘put the G back into Globus’ in the region.
But Tyrrell disagrees.
“Nothing was missing,” she says.
“All the ingredients were there – an extraordinary company with an amazing team, exceptional products and a heartwarming culture and legacy.
“We just needed to remind ourselves of who we are and to remind our travel industry partners of who they are too – an irreplaceable and valued extension of our family”.
One of her first duties was hosting Globus’ 90th anniversary event, an ideal platform to celebrate the past and signal the way forward, at the same time.
After 15 months in fast forward, Tyrrell and her team have reshaped their business, rediscovered their creativity, expanded the ranks and redefined their relationship with the travel trade.
Change started with feedback gathering from customers and partners, to find out what they desired in future.
Globus responded by expanding the team – more people out and about providing highest possible support to travel agents.
Next, a refresh of the Cosmos brand and new tagline ‘Adventure is knocking’. Rather than marketing to customer segments defined by age, Cosmos now designs its products and marketing communications to appeal to travellers of any age, who share a particular attitude.
“Age is irrelevant, our customers share a burning desire to discover and experience the world, “ said Tyrrell.
Beyond a shift in its marketing approach, Globus also took a black and white look at arrangements for travel partners investing in improved commercial terms and developing a sophisticated Travel Agent Portal, making it easier for agents to book the company’s products.
Visibility in the industry also soared. Twenty top selling agents of Globus, Cosmos, Monograms and Avalon Waterways took off in June on the hotly contested ‘Supertour’, an all-expenses paid trip to St Louis, Nashville, Memphis, New Orleans and Chicago.
Already competition is rife for seats on the May 2020 Supertour to Brazil and Argentina.
Globus then wowed the industry in October with the ‘Globus family of brands Travel Champions Gameshow’ to find Australia’s travel champions.
Hosted by TV presenter James Kerley at a purpose-built studio in Sydney’s Entertainment Quarter it attracted entries from throughout Australia and brands including Flight Centre, Bicton Travel, Helloworld, TravelManagers, italktravel, Devonport Travel & Cruise and RAA.
Never one for looking back too long “keep your hands on the wheel and eyes on the road ahead”, Tyrrell’s roadmap is clear.
“Having happy customers and nurturing relationships with our partners are our highest priorities.
“We simply shored up the foundations of our business and rediscovered our Mojo as the energetic, creative team that Globus family of brands has always been” she said.
“And the industry response has been remarkable.”