Tui has increased its range of touring itineraries by 50% for summer 2020, with new destinations including Borneo, Albania, Turkey, Canada, South Korea, Uzbekistan, Umbria and Tuscany.
Targeting the over 50s market, and specifically the demographic it has dubbed ‘energised adventurers’, Tui Tours has 70 itineraries in more than 50 destinations next year.
All Tui Tours have guaranteed departures and have options to add extra activities to tailor make trips, which can be sold by third party agents.
The summer 2020 programme also has increased capacity to India while its winter 2020 programme has 24% more tours than this coming winter, with an expansion in Central and South America
It has hired ‘glocals’ – guides that are locals – to lead tours, which it says have been increased in ‘off-the-beaten-track’ destinations, to combat overtourism and meet demand for lesser-known places.
Tui Tours launched its new programme with a Travel Diaries series of films which saw five customers join TV presenter Julia Bradbury in South Africa on an existing itinerary in the programme.
They included a solo traveller, two old friends and a couple who described themselves as ‘anti-social holidaymakers’ – all part of the target market Tui hopes its tours will appeal to.
Speaking at a launch event on Wednesday night in London, UK managing director Andrew Flintham said: “This is about amazing adventures for a number of customers – some existing and some new.
Flintham, who revealed he turned 50 in August, added: “These tours are for energised adventurers.
“It’s all about authenticity, creating memorable moments and experiences and exploring off the beaten track and really getting to know a destination.”
He added that he expected the tours, as more complicated itineraries than a typical package, to be popular with customers booking face to face in travel agencies, although pointed out they could also be booked online including on mobile.
Flintham also revealed that solo travellers account for roughly 20% of Tui’s winter bookings.
Mark Hall, director of product and destination experience for TUI U.K. & Ireland, added. “By growing our presence in the tours space we are pushing our portfolio beyond the typical package holidays our customers love, and for which we are probably most famous for, and offering more off the beaten track and unique destinations.”