Ambassatours: focusing on what works

Article from Tourism Online
November 2007, Vol 004, Issue 11
tourism@ctc-cct.ca

Dennis Campbell was one of those rare teenagers who listened to Dad – and is the head of one of Canada’s most successful tour and motorcoach companies because he did.

Campbell broke into tourism early, starting a destination marketing company (DMC) at 15, a tourism publishing company at 19 and his own bus company at 21.  “My Dad suggested I focus my energy” he explained. Today,  his company, the award-winning Ambassatours Grey Line is Atlantic Canada’s largest DMC and motor coach operator, with a peak high-season staff of 200, and a fleet of 30.

The company really took off in the 1990s when Campbell acquired two tour companies, one of which was his largest competitor.  Another piece of the piece of the puzzle fell into place when Campbell became the sole licensee for Grey Line, first for Halifax and now for all of Atlantic Canada. Campbell has used those building blocks to create a unique product with instant brand-recognition, exemplary customer service and a worldwide reach.

Campbell and his team are always ready to adapt to ever-shifting market demand and changing demographics. According to him, it all comes down to choice, options and flexibility. A new kind of group travel is emerging:  affinity groups with shared, specific interests.  And he is ready to respond.  “It could be bird watching, sea kayaking or antiquing.  It doesn’t matter why they come, just so long as they come; it is we who adjust to make sure they are getting what they want.” He does admit the pick-up on special excursions isn’t always huge: “They want bragging rights - not necessarily to have done it, but they want to know they could have.” 

More customers are coming by sea. Day-trip options for cruise passengers have become a growing part of his business, with 134 ships confirmed for Nova Scotia ports for next year alone. Campbell loves this kind of business. “Their day trips are like fam tours," he explained. “A lot of the passengers don’t know much about us until they get here; once they get a ‘taste’ of the region, many come back to explore Nova Scotia by land.”

For style-conscious baby boomers, he’s changing the image of “tour busses”, adding Mercedes-Benz motorcoaches and a luxury executive model that boasts a full galley, couches, and two flat screen TVs.  The 27-passenger custom vehicle is “not a huge money maker”, he said, “but it’s tremendous to differentiate Ambassatours from the rest. It’s opened new market opportunities we never would have had, and gives people that “wow” experience.”

He bolsters his “give the customer what they want” philosophy with an unusual approach to staffing and training. “Tour directors and drivers must have two qualifications: they need to love the area, and they need to love people.” Virtually all of them are locals, “insiders” who share much more than can be found in traditional tour guides. “There is no substitute for being engulfed in the culture,” Campbell explained.

Their appearance is as distinctive as their knowledge. Ambassatours is known as the "Company With the Kilts" which are proudly worn by all drivers and tour directors. This Celtic spirit is taken even farther, with special additions to tours that include pipers and highland dancers.  Campbell says this pays off, capturing Ambassatour's distinctiveness.  He’s even heard customers on other tours wonder aloud why their tour “doesn’t have a bagpiper”.

Another unusual feature is the high proportion of retired people who work as tour directors and in sales,  many of them retired teachers.  “Their experience pays off in spades,” said Campbell “No training can compare to the common sense and experience retired people bring.” 

Campbell’ marketing tactics have also proven to be key to the company’s on-going success.  Even before 2001, Ambassatours was working in international markets, leaving them in a strong position to handle downturns in US traffic. Working with Grey Line, an internationally known and trusted brand, was an important element. “We wholesale around the world” said Campbell.  “We always market Ambassatours with the Grey Line Diamond.”

Offence is often the best defence, and Campbell responded to the slow economy with even higher levels of customer service. “When times are tough, you have to cost-cut, but after that, you build back investment where it pays off.” Ambassatours has expanded its web-based search options and keeps its reservation office open 12 hours a day, 7 days a week. “Making it easy for the client to book is what it is all about” he said.

Campbell has a message for tourism operators.  “It’s trial and error – not everything pays off”, he admitted, “but one of things that has paid off is the incredible value in giving back to the community.” Ambassatours donates “Big Busses for Little Kids” to the Children’s Wish Foundation, driving sick kids and their families to the airport as part of their Wish trip. “It’s like giving them their own fire truck,” said Campbell. The payback is tremendous: “Not only are we giving back to the community, but the program boosts company pride and staff moral.” 

This philosophy ties back with another of Campbell’ themes:  the importance of his people.  “We have won a number of awards,” he said, “but the one I am most proud of is being named as one of Atlantic Canada’s top employers.” 

Kilts and bagpipes. Delivering what customers want. High-end motorcoaches. A professional and dedicated staff. Enthusiasm and drive. It all adds up to one successful company. “Ambassatours is known as a cool company to work for” said Campbell “and that’s exactly where you want to be”.