Albatross Group creates Magari Tours brand for Italy holidays

Kent-based Albatross Group has launched a trade-only escorted touring brand called Magari Tours, offering holidays in ‘off-the-beaten’ track Italian destinations.

The holidays will only be sold by travel agents, with Magari Tours brochures that can be requested via the Tradegate portal. The Magari Tours website will launch on January 29 at magaritours.com.

Magari is an Italian word that translates to “I wish” or “perhaps” which “encapsulates the brand’s ethos of serendipity, discovery and the joy of the unexpected”, said a statement from Albatross.

“The company aims to go beyond the conventional tourist routes, offering curated itineraries that reveal the hidden gems and authentic culture of Italy,” it added.

It said fostering partnerships with travel agents “ensures personalised service for travellers and establishes Magari Tours as a trusted and reliable partner in the travel industry”.

Any direct customers will be referred to their local travel agent and physical brochures will only be available from agencies.

Tony Flanagan (pictured left), Magari Tours sales and product director, will be on the road to visit agents, helping with marketing support and digital assets.

He has worked with Albatross for 18 years and was instrumental in building its Success Tours brand, which arranges tailor-made group tours.

Flanagan said: “Magari Tours is born out of a passion for showcasing the authentic essence of Italy and providing travellers with unforgettable, off-the-beaten-track adventures with local sustainability at the heart of all we do.

“We are excited to collaborate with the travel trade to make these experiences accessible to discerning, experiential travellers who seek a deeper connection with the destinations they visit.”

Adam Handy, co-chief executive of parent company the Albatross Group, added: “Embarking on this journey, our passion for creating unforgettable experiences and the belief that sustainable travel transforms lives are the driving forces behind Magari.

“We launch with the strength of the Albatross Group behind us and look forward to working with the travel trade to bring Magari to life.”

Paul Stratton (pictured right), Albatross Group’s Italian senior contract manager, has been involved in developing the brand and is partly based in Italy. He has worked with the group for more than 25 years and contracts all its Italian product.

“Magari Tours – part of a well-established international travel organisation – boasts a unique offering suited to the discerning traveller looking for a truly authentic Italian experience,” he commented.

Ashley Quint, director and chief travel maestro of Berkhamsted agency TravelTime World Agency, has also contributed to the development of the new brand, advising Flanagan from an agent’s perspective.

“It is so exciting to see such a unique offering come to life, with the ethos of using family-run hotels in authentic heartlands of Italy which benefit the local community,” he said.

“You can feel the passion which has gone into the programme, which is meticulous in every detail, and I know our clients are going to love it.”

The brand will be targeting experienced travellers who are interested in local and sustainable elements and supporting family-run rather than chain establishments. They will probably be aged 45 and upwards.

Agents can contact Flanagan for more information at tony@magaritours.com