The DeNure team Mary Kay McGuinness, Andrea Mendelsohn, Jill Brett & Nick Coward
Jill Brett opens the presentation event
Most of the event's guests were already DeNure travellers
With the endless varieties of touring product available in our industry, it’s surprising to see that there are hardly any that cater specifically to an older senior demographic. Recognizing this issue, DeNure Tours, a family-owned tour operator based in Lindsay, specializes in travel for this niche market. “Most of our travellers are aged 60-70. We pay great attention to detail for clients with special needs, certain disabilities or mobility issues,” said Nick Coward, DeNure’s Director of Product Development. One of the company’s goals is to eliminate the fear and worry surrounding travel.
Although DeNure Tours has been around since 1960, their previous exposure within the trade was minimal. According to President Jill Brett, most of their business has been based in Ontario with 75% of their sales coming direct from the consumer and 25% from travel agents. Most agents aren’t even aware that this clientele exists. Vice- versa, seniors aren’t approaching agents about this kind of product. Coward calls them the lost or forgotten demographic.
But the company now wants to grow into Western Canada, add more gateways and is calling on the trade’s help. That’s why DeNure Tours invited both agents and consumers to their 10 recent presentations across Ontario. “It’s great training and gives agents the opportunity to see the type of demographic we deal with,” said Brett.
The Toronto East event was held at Don Mills’ Spirale Banquet & Conference Centre and was a success amongst the consumer guests. When Brett asked how many had experienced DeNure Tours in the past, many raised their hands (60% of DeNure travellers are return pax). But because the afternoon presentation was more than 2 hours long, the timing was less convenient for working travel agents. Since DeNure Tours is beginning to focus on developing trade partnerships, if they want to reach the agents, the team is aware that they’ll have to reorganize future events.
