Panache Travel Group is a company that offers small luxury tours with escorted service for clients who are discerning. To better serve customers all over the country, the company will operate out of two bases: one in Salt Lake City Utah, and one in New York, New York. Panache Travel Group is made up of experienced travelers and professionals who are passionate, knowledgeable and capable about the services they offer.

PTG will focus in the luxury market, which is a growing segment of the travel industry. Its primary clients will be individuals, couples, or affinity groups of wealthy people who travel regularly for leisure. The target clients are looking for the best quality accommodations and activities, as well as superior service. PTG will be more competitive than others in this market because it offers smaller, more intimate package tours that give clients personal attention by their hosts. PTG will cultivate this niche with one-to-one contact with potential clients; personal contact with sophisticated travel agencies whose primary clientele targets our market; broad out-reach programs through various media; special events; and an inter-active, full-service website. We have all aspects of travel technology available to us through Panache Services. PTG founders and employees have personal experience with luxury retailing, travel, local languages, history of destinations, and personal services to high net-worth individuals.

To broaden market share and increase brand recognition, the luxury tour packages initially will be offered at slightly below market rate. Short-term operating profits margins are expected to be low to mid-range. Operating profit margins are expected to rise once PTG has built a solid client base and gained brand recognition.

1.1 Objectives

1. You achieve significant sales in Year 1 and then you see incredible increases in Years 2 and 3. This is followed by an increase in profitability.

2. Panache Travel Group branding should be developed to increase customer retention, retain Panache resellers’ mind-share and price power.

3. For additional PTG sales channels, create and maintain strategic alliances both nationally and internationally with service providers.

4. You will achieve the highest levels possible of client satisfaction.

1.2 Mission

Panache Travel Group’s mission is to create unique luxury tours and travel experiences that appeal to a narrow market of discerning clients. It achieves this satisfaction by repeat bookings, positive word-of-mouth reviews, and high-quality recommendations. PTG is a specialist in luxury travel. It strives to be recognized as an exceptional service provider and anticipates the needs and wants of its clients. PTG will provide a professional and first-class service to all its clients. It is an efficient operation that is managed by smart people.

1.3 Keys To Success

• Segment luxury travelers and target them within the larger market.
• Panache Travel Group must be promoted as specialists in the luxury segment of the travel market.
• Personal interaction, media, and other branding activities can help you communicate the unique qualities and quality of PTG products.
• A base of satisfied, loyal customers will help you to develop repeat business.