De Jong Intra Vakanties is launching a review of its strategy, with a focus on tours. ‘Customers want more than just a standard holiday in the sun’, say Maaike van der Windt and Paul van Laarhoven during a tour of Albania. A conversation about the new focus, the challenges and the future plans of the Ridderkerk-based company. The conversation with the duo of de Jong Intra Vakanties takes place in Albania, more precisely in the coastal town of Ksamil in the southwest. The small beach bar serves good cappuccino, as almost everywhere in Albania, and the view of the beaches is reminiscent of a tropical island. The coastal town is part of a tour that de Jong offers Intra Holidays in Albania.
Tour Specialist
‘Our new focus is mainly on tours, both for groups and individuals,’ says Maaike van der Windt, who has been at the helm of de Jong Intra Vakanties as director for nine months now. “We want to profile ourselves as the travel specialist for destinations worldwide. While Sunday and city holidays will still be an important product for us, we will offer them less prominently and act more as a supplier to our retail and online partners. The idea is that we sell our unique product, the tours, ourselves through our website and retail channels. Our slogan is: Carefree discovery.’
Supplier
Paul van Laarhoven, tour operating manager who has been working at de Jong Intra Vakanties since 2011, adds: ‘What we also see is that there is a growing demand for unique travel experiences. Customers want more than just a standard holiday in the sun. They want to soak up culture, discover special places and really experience something. By focusing primarily on tours, we can better respond to this need. In addition, we will continue to offer Sunday and city holidays, but mainly as a flexible product for third parties. This means that we act more as a supplier and put these journeys less prominently in the foreground towards the end consumer.’ What does this strategic shift mean for today’s offerings? Van Laarhoven: ‘We have a very wide range, but we noticed that it was often unclear to customers exactly what we offer. By focusing on tours, both for individual and group tours, we can paint a clearer picture for the customer. Our range of sun and cities remains important, but we will offer this more as a flexible product. We work with all airlines that fly to a destination, which allows us to offer very flexible travel options.” 
What distinguishes de Jong Intra from other (large) parties? Van der Windt: ‘By differentiating our offer, we can better distinguish ourselves from major players. For example, we offer small-scale accommodations and unique destinations, which makes us attractive to travelers looking for something different. In addition, we are very flexible in the duration of the trips. Large parties often offer fixed travel periods, such as 8, 15 or 22 days. With us, customers can also opt for 4, 8, 12 or even 16 days, depending on their wishes and possibilities.’
Van Laarhoven: ‘In addition, we are going to launch a new system for travel agents, SmartPackager, which will allow them to fully tailor the trips to the wishes of their customers. We listened carefully to the retail sector, which needs a building blocks module. This means that they can, for example, add extra nights, book excursions, or arrange a rental car. This gives our customers the freedom to put together their trip exactly the way they want, which is a big advantage over the more standard packages.”
How does SmartPackager fit into the new strategy? Van der Windt: ‘SmartPackager is a platform that allows us to bridge the gap between standard journeys and customisation. In addition to easily customizing our standard trips, agents can also create completely new trips. We will be launching SmartPackager for retail at the end of June.’
Van Laarhoven: ‘SmartPackager, which can be used via our travel agent platform SmartOnline, offers enormous flexibility. For example, users can choose a default trip and customize it to their liking. Or they can start from scratch and build a journey all their own with the different building blocks we offer. This platform makes it possible to put together a trip very easily and quickly that perfectly matches the customer’s wishes.’ Maaike, you have been director of de Jong Intra Vakanties for nine months now. How was the transition from aviation to your current position? Van der Windt: ‘It has been a positive experience. What surprised me the most was the passion and commitment of the employees. People have often been working here for years with a lot of heart for the customer, partners and the product. Some have been working here for 35 or 40 years. Although I don’t come from the tour operator industry, I feel completely at home here. My approach is to listen carefully to the input of employees, but also to our partners and then set out the broad outlines together with the team.’
Van Laarhoven: ‘Maaike has really brought a breath of fresh air to the company. Her approach is very open and connecting. She takes the time to listen to everyone and involves the team in setting the new course. That has created new energy within the company.’ What are the biggest challenges you’ve faced so far? Van der Windt (laughing): ‘My personal challenge is the travel distance between my hometown of Amsterdam and our office in Ridderkerk, but the team and the positive working atmosphere more than make up for it. How you feel going to work on Monday morning indicates how much you enjoy your job. And despite the sometimes long traffic jams, I also get in the car on Mondays with great pleasure. As far as the strategic challenges are concerned, it was particularly important to develop a long-term vision and to set a clear focus in this.’
“With SmartPackager, agents can fully customize their trips.”
Van Laarhoven: ‘Redefining our strategy was certainly a challenge, but also a necessary step. We have a wide range of offerings, and it was essential to determine what we want to focus on in order to better serve our customers. It’s a continuous process of evaluating and adapting, and I think we’ve now laid a solid foundation for the future.”
What is the specific assignment that you were given nine months ago by the shareholders Beuk and Kupers? Van der Windt: ‘The assignment is to ensure continuity and a clear course, so that de Jong Intra Vakanties, which was founded in 1972, will still exist in 2072. This sometimes means making choices in our offerings and communicating clearly about what we do and what we stand for.’
Van Laarhoven: ‘Continuity is indeed an important pillar. It’s not just about the short term, it’s about the long term. We want de Jong Intra Vakanties to remain a reliable name in the travel industry, with a clear vision and a solid offer that meets the needs of our customers and partners.’
What does the future look like in terms of new destinations and products? Van Laarhoven: ‘We will continue to look at the wishes of our customers and partners and will adjust our offer accordingly. This means that we are open to new destinations, both near and far. Cyprus and Albania have recently been added. We are also considering offering more long-haul destinations. We now have six long-haul destinations: America, Canada, South Africa, Thailand, Malaysia and Indonesia. But an important condition is that we have sufficient knowledge about these new locations before we add them.’
Van der Windt: ‘We don’t just want to expand in quantity, but also ensure the right quality. New destinations really need to add something unique to our offer. We will always make sure that we are well prepared and have enough knowledge in-house to offer our customers the best experience. In addition, we will continue to invest in our current offering in order to continue to improve it and adapt it to the changing needs of our customers and partners.”
How do you see the future of sustainability in the travel offer? Van der Windt: ‘We certainly want to play a role in making travel more sustainable. This means that we are looking at alternatives to flying, such as train and bus travel, where possible. In addition, we are working on reducing CO2 emissions through initiatives such as blending sustainable fuel (SAF, ed.) into air travel. We strive to be a smart follower of the ANVR sustainability approach.’
Van Laarhoven: ‘Sustainability is an important theme for us. We not only want to respond to the current demand, but also contribute to a better future. This means that we actively look for sustainable alternatives and work with partners who share the same vision. It’s an ongoing process.’ Are there any plans to relocate or modernize the head office in Ridderkerk? Van der Windt: ‘We are exploring the possibilities. Whether we stay and modernize the current building or move to a new location in Ridderkerk or the surrounding area, we still have to make a decision about that. But it is clear that something can change in our working environment. The most important thing is that people have a pleasant working environment.’
