Insight Vacations is already seeing the impact of a bold new brand campaign designed to attract a younger, more diverse demographic while reinforcing its reputation in the luxury travel market.
The “Welcome to Premium Touring” campaign, represents the first time the brand has gone out to market in such a way, according to TTC Touring Brands Oceania Marketing Director Maria Parisi, who oversees Insight Vacations and Luxury Gold among TTC’s other touring brands
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In the short time since its launch, it has already delivered a 19:1 return on investment (ROI) and a sales increase of more than 9% during the campaign period, she told LATTE.
“Off the back of this campaign, we’ve seen some really good growth, and our trade partners are really excited about it too,” she said.
Targeting a slightly younger demographic than its traditional clientele, the campaign highlights Insight’s premium experiences and exclusive access to destinations. “The biggest growth markets for premium and luxe travel is millennials,” Parisi explained. “So we know we need to be relevant to that audience.”
Insight’s brand message stresses the unparalleled travel experiences the brand provides, such as personalised itineraries, personable travel directors, and five-star accommodations, all designed to elevate the luxury experience.
Parisi is also working hard to ensure that travellers and the trade understand that, while its bread and butter is the “top-tier” coach touring aboard its “business class” buses for which it has become known, many of its most popular itineraries involving other modes of travel.
“Some of our highest-selling products are not on coaches and might be on sailing trips or rail journeys,” she said.
Sailing trips like Dalmatian Elegance and Wonders of Egypt have gained considerable traction, Parisi shared, offering travellers the opportunity to explore stunning coastlines and historic sites in a new, luxurious way. Similarly, rail journeys like Glorious Switzerland have also become increasingly popular, providing a unique and scenic alternative to conventional touring.
To further its reach, Insight’s campaign went beyond out-of-home, radio, and digital channels to also include innovative media partnerships, such as a recent collaboration with David Jones, where the brand showcased its signature image of a view with a room featuring the Northern Lights. “We had a window, a David Jones window, which was the image of a room with a view of the Northern Lights,” she said.
As part of its ongoing efforts to modernise, the brand has introduced new, exclusive travel experiences. One of the standout offerings is a trip based on the filming locations from the popular series The White Lotus. “It’s only available to book through trade,” Parisi confirmed. “We’re not even selling it direct.”
Travelling through Thailand, the tour will visit many of the filming locations and hotels featured on the television series. Two limited editions departures called the Thai Lotus are set to depart on the 26 February and 12 April 2026. Guests are offered are wide range of experiences featured on Season 3 of White Lotus, travelling through Thailand hot spots and hidden gems including Bangkok, Samui, and Koh Phangan.
This new itinerary, coming on the back of the brand campaign, highlights Insight’s commitment to remaining at the forefront of the luxury travel market, delivering not only exceptional service but also a deep connection with destinations. “I think what Insight does really well is around these insightful experiences,” Parisi said. “It’s about going beyond the surface to really understand a destination.”
