TORONTO — Goway has embraced a fresh new branding and website, yet the core values and mission of the company remain unwavering since its inception decades ago.
Heather Greenwood-Davis and Annie Cicvaric
At a recent event celebrating ‘the new Goway,’ founder Bruce Hodge and the executive team highlighted this essence high above downtown Toronto at the TIFF Lightbox.
Following the unveiling of their new identity earlier this year, Goway hosted a lavish event for industry partners, including airlines, tourism boards, retailers, and media.
Hodge reminisced about Goway’s early days, recalling how “the first reservation was made by telegram.”
Fast forward 54 years, and the travel company has developed a new reservation system over five years, with significant investment. Hodge remarked that this system enables them to manage complex FIT travel, which is their area of expertise. “We believe the new Goway represents the future of travel, and we’re passionate about exploring the world,” he stated.
Bronwyn Hodge, Goway’s VP of Communications & Corporate Affairs, affirmed that the new branding does not alter the company’s foundation: “It’s about the people and embodies a spirit of innovation, trust, and family values.”
A strong showing of Goway’s top executives were present at the TIFF Lightbox event in Toronto (credit George Pimentel Photography)
TRIPS TO 115 COUNTRIES ON ALL 7 CONTINENTS
Mitchell Fawcett, Goway’s VP of Marketing, shared, “Our new brand reflects who we are today,” emphasizing that he has led the rebranding effort since joining the company four years ago.
Goway now provides travel options to 115 countries across all seven continents, featuring four- and five-star offerings and emphasizing private guided tours. In total, Goway presents over 1,000 trips.
Renee Stanton-Defaria, Director of Sales, spoke to Goway’s loyal travel advisor partners, stating, “Our mission is to simplify travel agents’ lives.”
She outlined Goway’s travel advisor strategy, built on three key pillars: technology, education, and loyalty.
On the tech front, “Our new booking system enhances the customer experience and speeds up response times for travel advisors,” she noted.
Stanton-Defaria highlighted the importance of knowledge, stating, “That’s why the GowayPro Travel Academy has been so successful.” This online platform offers extensive training on over 60 countries and features more than 600 modules. This summer, enrollment reached an impressive 7,000 travel professionals.
Regarding loyalty, Goway incentivizes agents with opportunities to earn a free fam trip by selling five of Goway’s seven regions within a year.
Looking ahead to 2025, Goway will introduce a new portal for travel advisors to track loyalty rewards, manage client bookings, and more. Notably, Goway continues to pay commissions upon full payment.
“Big things are on the horizon, and we anticipate 2025 will be our most significant year yet,” Fawcett concluded as the evening transitioned into dinner.
Goway’s new branding was prominently showcased.
Travelweek talked with Fawcett and Stanton-Defaria for an insightful Q&A session…
Travelweek: With over 50 years of history, Goway unveiled modern branding this year. The new look conveys a more upscale image. Is the company focusing on the luxury market, and what motivated this decision?
Fawcett: “Before we focused on rebranding and launching the new website, we refined our position as a tour operator. This meant concentrating on tailor-made products with four- and five-star experiences, as well as private guided tours. Luxury is one of many travel styles we cater to.”
“The brand identity we developed aims to be both elevated and approachable, marking an exciting time for Goway as we embrace numerous changes. The modern, innovative, and fresh look reflects this.”
Travelweek: What message do you have for travel advisors who are curious if the new Goway will still offer their classic favorites?
Stanton-Defaria: “While we are thrilled about our growth and innovation, we remain committed to our roots. Our travel advisor community has positively responded to our product expansion in regions like Europe, Asia, and the Americas, while still being leaders in travel to Downunder and a growing Africa division.”
“We continue to provide unforgettable experiences in iconic destinations. For example, if Australia is on your itinerary, we can still guide you to Sydney Harbour and the Great Barrier Reef, while now offering even more authentic and memorable experiences.”
Travelweek: Goway started as a South Pacific specialist and now serves 115 worldwide destinations. How do you view this global reach?
Stanton-Defaria: “We are proud to declare that we offer travel to 115 countries across all seven continents, and we continue to expand. Our key markets, in order of sales, include Europe, South Pacific, Africa, Asia, and the Americas.”
Travelweek: What new products for 2025 are you particularly excited about?
Stanton-Defaria: “We are particularly enthusiastic about our Odysseys by Goway program, introducing small group tours guided by Goway. These Odysseys emphasize unique experiences, premium accommodations, and longer stays in each destination for a more refined journey. We currently feature 14 Odyssey trips with set departures for 2024 and 2025.”
“Additionally, we are launching an enhanced Nordics line, introducing 14 new itineraries to Denmark, Finland, Norway, and Sweden.”
“Soon, we’ll also unveil our new wellness product line, which has been developed to meet the growing demand for unique wellness experiences.”
Travelweek: Goway is gearing up for its 55th anniversary next year. Can you give travel agents a sneak peek of what’s in store?
Fawcett: “We treat 2025 as a chance to revive our celebrations from 2020 when we turned 50. Expect lots of product innovations, more training opportunities, great rewards, and our commitment to support our travel advisor community.”
“We have exciting hints for 2025, including a series of roadshows across Canada and the U.S., five incredible fam trips to various destinations, and the Goway Micro Film Festival, featuring 55-second travel videos to be judged at screening events in Toronto, L.A., and online.”
For more information about Goway, visit Goway.com
