The Monograms product concept is to offer an independent package that includes meet-and-greet at the airport, transfers to the hotel, some basic tour inclusions and local hosting and assistance. Although clients are independent, not locked into an itinerary or a group, they have full-time access to support from a local destination expert. The more exotic the destination, the more important the local hosting component.
The basic Monograms program provides the essentials, and they can be customized with additional optional activities and excursions, such as horseback riding, wine tastings or rickshaw rides.
The growth of Monograms mirrors the evolution of the marketplace and changes in consumer demand, including desire for more independence coupled with an interest in exploring more exotic destinations. The more exotic the destination, the more important it is to have destination management support in order to make best use of limited vacation time and to avoid problems that may arise from not knowing one’s way around.