Travellers that once may have shied away from guided touring are now getting on board thanks to a wave of recent innovation, according to Collette Australia Managing Director Karen Deveson.
In a conversation with LATTE, Deveson shared that a resurgence is underway, with a series of enhancements from Collette playing an important part in driving the trend, while also catering to fresh expectations around flexibility, authenticity and depth.
“There’s definitely a buzz,” Deveson said. “We’re hearing this from agents and travellers alike. Touring is having a moment – and innovation is a big part of why.”
Collette’s approach to innovation is focused on reshaping what a guided tour looks and feels like. This includes everything from smaller group sizes and slower-paced itineraries, to a strong emphasis on local knowledge and emotionally rich experiences. The company’s “Explorations” product —-with average group sizes of 19 – has become a key part of this strategy.
“These smaller groups allow us to break stereotypes,” Deveson explained. “People imagine big coaches and packed schedules, but the reality is much more intimate and immersive. We’re staying longer in each place, using boutique accommodation, and spending less time on coaches. It’s all designed to let people feel more connected to where they are.”
This evolving definition of touring is also creating new opportunities for travel advisors, who are increasingly looking to “stack” bookings – combining cruises, land tours, and flights into seamless itineraries. This approach not only delivers value to travellers but ensures agents remain at the centre of the booking experience.
Importantly, Collette’s innovation isn’t limited to logistics. It extends deeply into tour design, where the company takes an unusually hands-on approach. Unlike many operators, it avoids using destination management companies in most regions. Instead, it relies on in-house tour designers who live in the destinations they plan for.
“We think the best way to create a meaningful experience is to have someone local design it — someone who really knows the place and cares deeply about it,” Deveson said. “That’s an enormous difference… they are feeling as though they are living life through the lens of a local.”
And while Collette positions itself as a premium brand, it deliberately avoids the term “luxury” – a choice rooted in its belief that authenticity and connection are more valuable than five-star labels.
“We don’t use the term luxury because sometimes, in order to give the most authentic experience, you might not be staying in accommodation that would be deemed five to six star,” Deveson said. “But I feel that our itineraries and experiences make you feel as special as if you are a luxury traveller.”
Earlier this month, Collette released 10 immersive new small group Explorations tours for 2026. New “classic” and “spotlight” tours have also been added to the portfolio bringing the total number of new tours to 20.
