Carrier unveils first edition of Carrier, The Paper
Carrier has launched a newspaper designed to educate clients on luxury travel.
Carrier, The Paper will cover new trends, products, brands and experiences and will be published three times a year, with a view to be quarterly.
The luxury tour operator said the launch follows a “large-scale investment” in customer profiling and consumer research, which suggested that affluent travellers no longer wish to be sold to, but prefer to be inspired and entertained.
The first issue of Carrier, The Paper contains features on private jet travel, South African safari and family adventure holidays.
It also offers articles on the latest luxury hotel openings; exclusive interviews with adventurer Ben Fogle and wellness director of Rocco Forte Hotels, Irene Forte; and a round-up of must-have luxury fashion accessories.
To celebrate the launch, Carrier is offering its top 14 agents co-branding opportunities, supplying them with packaging and a white-labelled address sheet which can be sent out directly to their top clients.
Agents will also receive their own copy of Carrier, The Paper with a personalised belly band.
“Further to in-depth market research, it became clear that our high net worth clients are looking beyond just the destination, beyond traditional travel brochures and beyond what can be found on Google – they want transformative, exclusive and life fulfilling experiences,” said Natasha Towey, head of marketing.
“Carrier, The Paper has been launched in response to this, a strategic brand project that aims to connect and engage with this audience. We’re thrilled that we’ve also been able to support our travel agents with this launch, offering co-branding opportunities and with the gifting of personalised copies. We’re confident agents will receive glowing feedback from their clients”.