Travel Weekly Asia
By: Cheryl Teo
October 04, 2024

Why Asian travel agents should hop onboard the train travel boom

As the popularity of rail travel grows globally, travel agents in Asia are in a prime position to seize new opportunities.

In an exclusive interview with Frank Marini, CEO and president of Railbookers, he discusses how the market is shifting and what travel advisors can do to tap into this burgeoning trend.

While traditionally a stronghold in Europe and North America, rail travel is now gaining significant traction among Asian travellers. Here’s how agents can benefit.

Rail-ing it in: Customised trips for every traveler

One of the primary advantages Railbookers offers to travel agents is the ability to create tailored rail journeys that suit a wide range of client preferences. Unlike traditional operators that focus solely on ticketing, Railbookers provides fully customizable packages that include everything from rail tickets and hotels to sightseeing and transfers.

“We’re almost the travel agent for the travel agent,” Marini explains. “We understand the rail portion, which is something many travel agents may not be familiar with, especially when it comes to multiple countries or more complex itineraries. We take care of everything from hotel transfers to scenic routes, making it easy for agents to deliver a seamless experience to their clients.”

This level of customization is a key selling point, particularly for agents catering to clients who want more personalized and flexible travel plans.

First-class connections: Partnerships that go the distance

Railbookers distinguishes itself by being an FIT (Free Independent Traveller) rail tour operator, offering a depth of expertise unmatched in the market. According to Marini, the company has direct API connections with numerous national rail services across Europe and North America, including Deutsche Bahn, Trenitalia, and Eurostar, as well as luxury operators like the Venice Simplon-Orient-Express and Rocky Mountaineer.

“Our unique model is built on data-driven insights,” Marini says. “We analyze travel patterns and trends, allowing us to offer packages that appeal directly to what travellers are already doing.” For example, Railbookers noticed a rising trend among travellers booking pre- and post-cruise rail journeys in Switzerland and Italy. This kind of predictive insight allows agents to anticipate demand and offer compelling itineraries.

By working with Railbookers, travel agents in Asia can leverage these partnerships to offer exclusive rail experiences that are both competitive and appealing.

All ages, all aboard: Why rail works for every traveler

While rail travel was once associated with older travellers, the market is increasingly skewing younger.

“We’re seeing more interest from honeymooners and young professionals who are looking for an alternative to driving or bus tours,” says Marini. For agents, this shift opens up a wider pool of potential clients, particularly those who value sustainable and immersive travel experiences.

Post-pandemic trends also show that younger travellers are looking for unique experiences that blend convenience with adventure. Marini points out that rail travel is often an easier, more relaxed option compared to road trips, especially in countries with extensive rail networks like Switzerland, Italy, and Japan.

On the right track: Streamlined logistics for travel agents

Perhaps one of the greatest challenges for travel agents when it comes to rail travel is the perceived complexity of booking. With thousands of stations and various national systems, the logistics can be overwhelming. However, Marini assures agents that Railbookers simplifies the process by offering instant quotes and comprehensive itineraries.

“Agents don’t need to research routes, seating arrangements, or connections. We do it all for them,” says Marini. Railbookers’ proprietary system allows agents to quote trips instantly, often up to two years in advance. This capability means that agents can respond quickly to client inquiries without the typical waiting times associated with booking international rail.

Another critical aspect is Railbookers’ real-time management of travel disruptions. In the event of strikes or delays, Railbookers reaccommodates passengers, ensuring that travel agents don’t have to scramble to manage unexpected issues. This hands-on approach makes it easier for agents to sell rail travel without worrying about logistical nightmares.

Don’t miss the train: How to catch the rail wave

The demand for rail travel in Asia is increasing, driven largely by younger demographics and the desire for sustainable travel options.

Recognizing the growing demand for rail travel in Asia, Railbookers is looking to establish a more significant presence in the region, with plans to set up an office in Singapore soon. This strategic move aims to cater specifically to the Asian market, offering local travel agents more direct support, services, and access to the company’s extensive range of rail products.

Marini explains that the decision to expand into Asia is partly driven by requests from Railbookers’ rail providers. “Our rail providers have noticed a rise in demand from Southeast Asia, and they’ve asked us to establish a local presence. We’ve had a lot of positive discussions with travel agencies here, and there’s a clear appetite for what we offer—an all-inclusive, seamless rail experience.”

For travel agents, now is the time to get ahead of the curve by offering rail packages that align with the growing interest in eco-friendly and experiential travel. Marini suggests that by integrating rail into broader travel packages, agents can offer a differentiated product that stands out from traditional air or road travel options.

Ride the rails, boost your sales

With the infrastructure for rail travel already well-established in Europe and North America, Asian travel advisors have a unique opportunity to introduce their clients to this mode of travel.

Whether it’s a scenic journey through the Swiss Alps, a romantic trip across Italy, or an adventurous rail trek across the US, rail offers an experience that is as much about the journey as the destination.

In partnering with Railbookers, agents can provide tailored rail experiences that not only add value to their clients’ trips but also enhance their own business offerings. With comprehensive support, expert knowledge and seamless logistics, rail travel is a win-win for both agents and travellers.

As Marini puts it, “Rail travel is a journey in itself, and for many, it’s the best part of the trip.”

Read the full article here.