Will Sarson's role as product director for Riviera Travel gives him an unparalleled first-hand insight into the narrative around escorted touring.
Here, he breaks down how the tide has turned from "never-ending coach journeys, rigid schedules, zero flexibility and personalisation" to "exclusive experiences, enrichment, travelling with like-minded people and immersive itineraries."
False preconceptions
"Say the words ‘escorted touring’ and for many the first images that come to mind are of never-ending coach journeys, rigid schedules, zero flexibility and personalisation, and huge groups reminiscent of school trips.
"However, the escorted touring of today is very different to that of the past. As with other modes of travel – such as cruising – it has evolved with engaging new products, experiences and offerings.
"Guests want that personal touch, accompanied by great service."
"In recent years we’ve seen a greater desire for personalisation; guests want that personal touch, accompanied by great service. Holidays are also viewed in a different light, with many people putting them at the top of their must-have lists. This is where escorted touring has the opportunity to shout about its laser-like focus on delivering breaks with a difference."
A new narrative
"Gone are the days of cookie-cutter getaways; now it’s about exclusive experiences, enrichment, travelling with like-minded people and immersive itineraries that focus on culture. It’s fundamental for guests to return home not only rejuvenated from their break but also with new perspectives.
"It’s a fine balancing act. By its nature, an escorted tour of course does involve group activities, schedules that need to be adhered to and organised transport. However, flip that and what do you have? A holiday full of exclusive, hand-picked tours and visits; the peace of mind that everything is taken care of; the opportunity to make new friends; fully vetted accommodation and much more.
"It’s also a global product. From Japan to Kenya, Canada to New Zealand, an escorted tour opens up an array of possibilities."
Doubling down on 40 years of escorted touring DNA
"At Riviera Travel, escorted touring is in our DNA; it’s our heritage, honed over the last 40 years. However, that’s not to say we rest on our laurels. Earlier this year, we announced the introduction of small group sizes on our holidays. We will now have a maximum group size of 36 people on the 2025 Europe Classic Tours programme, down from 50.
"...escorted touring is in our DNA; it's our heritage, honed over the last 40 years."
"Additionally, for 2025 we have 12 new Grand European tours – with average group sizes of 22 – that offer in-depth exploration, giving guests the time to truly discover what makes a destination tick.
"To match the growing interest in solo travel, we have new solo-dedicated options for next year, to the likes of Krakow, Slovenia and Lake Bled, and Istanbul, Ephesus and Troy.
"Overall, across the entire 2025 programme, we will offer 1,058 tours, across Europe, Asia, North and South America, Australasia and Africa, with each one going some way to changing the perception of escorted touring. A phenomenal amount of time and effort goes into perfecting the experience - it’s really about the finer details. Our team spends countless hours ensuring every itinerary is as unique and memorable as possible."
An industry innovating
"As the travel industry continues to innovate, escorted tours will be a vital component, blending the convenience of organised travel with the richness of tailored experiences.
"By embracing these changes, we can ensure that escorted touring remains a key choice for discerning travellers seeking increasingly meaningful and memorable getaways."
Will Sarson is Riviera Travel's product director.
At Riviera Travel's 40th anniversary celebration in Paris earlier this year, Travel Bulletin heard from the operator's head of trade and partnerships, Vicky Billing, about her "whirlwind" time in the role and learning "what [Riviera Travel's trade team] need to do to make things work for agents."
