Open Jaw

Tauck On Land – Perfectly Connecting People & Places

A frequent customer comment: “It was worth every penny and more.”

A travel agent recently shared customer feedback from a Tauck land journey with Steve Spivak, the company’s VP Global Sales and Partner Relations. The clients had required some convincing that the Tauck price-point would be justified by the experience. Their post-trip feedback was short and to the point:

“You were right. It was worth every penny and more.”

“We get those kinds of comments frequently, but we never get tired of them,” says Spivak. “It makes the hard work worthwhile and fires the passion and dedication of our staff. There’s nothing more rewarding than making people’s dreams come true.”

A repeat-traveller rate of over 50% is impressive in itself, but for this writer, the unguarded comments of past Tauck travellers on Internet forums seals the deal. 

On TripAdvisor, for example, one thread is simply titled “Tauck Tours – How good are they?” There are close to 600 replies, and the vast majority of them sing the company’s praises. As travel professionals, you likely read review sites too, and you know how difficult it is to please all of the people, all of the time. Tauck comes the closest of any tour operator I’ve researched. A frequent comment is along the lines of: “We would not consider another company.”

Clearly, that’s the kind of client you want. But how do you find them? And how do you convince them that an inclusive price – with no surprises – delivers the best value?

According to Spivak, it’s all about qualifying. 

“First of all, it’s not your money, it’s their money. That’s important to remember. And our clients are not all CEOs, doctors and lawyers. Many of them are lifelong learners, who have worked hard and saved hard, and they’re not going to risk the quality of their travel over a few hundred dollars,” Spivak told Open Jaw.

“The Internet sells people whatever they want. An educated travel advisor is there to guide people to the right decision. Our pricing – in Canadian dollars – includes everything that makes a trip wonderful. Your client never has to choose: ‘Should I pay for this or not?’”

There are, however, plenty of choices when it comes to land travel with Tauck. The company started in 1925 by pioneering excursions on the country roads of New England. It was the first to offer private charter flights to Nova Scotia in 1958 and the first to host air and land travels to the American West in the 1960s.

Today, Tauck offers guided sightseeing adventures filled with in-depth cultural exploration in North and South America, Europe, Asia, Africa, Australia and New Zealand. 

There are once-in-a-lifetime safari journeys in Africa; family trips with Tauck Bridges that combine learning with bonding; in-depth explorations of North America’s incredible National Parks; Tauck Events that combine theme-driven itineraries with exclusive access; and small-group Culturious journeys where travellers discover local culture through authentic learning experiences and meeting the locals. There are even Private Departures for those wishing to travel solely with friends or family.

“Our fastest-growing segment is small group travel,” says Spivak. “It means more attention, more intimate experiences, and guests seem to love it. It will continue to grow.”

As Tauck approaches its 100th birthday, there are no signs of advancing age. Maturity, yes, and the confidence that comes from offering products and experiences honed to near perfection.

“As a family business we only have to answer to our customers and our colleagues,” says Spivak. “It’s a joy to be part of this company. You feel like what you do matters.”


Enter Code: