Coach tour firm Trafalgar to make social media the ‘heartbeat’ of the brand

Coach holiday firm Trafalgar is to make social channels the “heartbeat” of the brand as it prepares to unveil a tie-up with social media aggregator Stackla.

The operator, part of The Travel Corporation stable of holiday brands that includes Contiki and AAT Kings, will relaunch its website tomorrow with user generated content as its central pillar.

Trafalgar global chief executive Gavin Tollman told Mumbrella that its partnership with Sydney-based Stackla and customer reviews via Feefo will alter the way the 70-year-old brand markets itself.

“We need to change the lens. We need to stop talking about the brand ourselves and get consumers talking about it,” he said.