Trafalgar has launched a new marketing campaign that encourages travellers to ‘Tour Differently.’

The campaign, which is now live and runs into 2025, showcases six unique travel personalities designed to help travellers get the most out of their trips. 

Scrapping the one-size-fits-all approach to touring, the campaign  was shot on location during the ‘Costa Rica Nature Adventure’ tour with this year’s winners of the Trafalgar Unlocked Awards. Named ‘Best International Campaign’ at the Travel Marketing Awards and ‘Most Outstanding Marketing Campaign’ at the Australian National Travel Industry Awards, the Trafalgar Unlocked Awards welcomed past Trafalgar guests from around the world to submit their favourite travel memories. 

Trafalgar saw over 4,000 entries come in. Combined with over 10,000 entries from previous years, this content was used to analyze the personality profiles of travellers around the globe and create the Trafalgar Travel Personality Quiz. From stories of solo adventures to lifelong friendships formed on tour, each entry demonstrated the power of user-generated content and the diversity of Trafalgar guests.

Based on quiz results, Trafalgar has determined that the global traveller of 2025 is more complex than ever: seeking greater connection but fewer crowds; searching for unique adventures while avoiding logistical stress; looking to make lifelong memories while balancing value for money; and aspiring to leave a positive impact on communities and the environment. With all this in mind, the tour company aims to cater to this traveller by making real guests the center of its new ‘Tour Differently’ campaign.

“We’re so excited to see ‘Tour Differently’ come to life, empowering people to have even better travel experiences by knowing the way in which they travel,” says Lottie Norman, Global CMO of Trafalgar. “The real guests that shared their stories have helped us create an authentic campaign that speaks to the traveller of today.”

Trafalgar’s 2025 Unlocked Awards will launch on Dec. 15, 2024. To learn more about the Tour Differently campaign go to trafalgar.com/en-ca/about-us/tour-differently.