CANCUN, Mexico — ALG Vacations aims to establish a strong presence within the luxury travel sector.
Last year, the vacation wholesaler made a strategic move to enhance its luxury appeal by launching its Luxe line. While the company previously offered luxury travel options, it struggled to be recognized as a luxury brand. Global head of trade brands, Jacki Marks, emphasized that while ALG had the essential offerings, it had not clearly defined its commitment to the luxury market.
According to Marks, approximately 50% of the content in the Luxe collection consists of pre-existing products. “We had all the product, we had all the service, we had all the technology,” she stated. “But we never really formalized our commitment to the luxury space.” This realization prompted ALG Vacations to form a luxury advisory board to gain insights from travel advisors who specialize in luxury travel, ultimately influencing the content and structure of the Luxe collection.
Fast forward to today, and Luxe has been deemed a “huge success,” according to Ray Snisky, group president of ALG Vacations, during the company’s annual Ascend Conference. This achievement is attributed in part to the recent relaunch of Blue Sky Tours. Announced in September, the tour operator, which is known for its packages to Hawaii, has now broadened its scope to include the Asia-Pacific region—a niche that Marks notes holds significant luxury potential.
“Our first objective was to establish a fully functioning package tour operation in the Indo-Pacific,” Marks explained. To achieve this, the company focused on securing destination management companies (DMCs), excursions, and hotel partnerships, all while expanding its array of luxury offerings.
With this revamped focus on luxury travel, ALG Vacations is poised to redefine its image in the marketplace and provide exceptional travel experiences. As the company continues to expand its Luxe product and strengthen partnerships like Blue Sky Tours, it reinforces its commitment to excellence in the luxury travel sector.
