Founder's background and company history

Rose-Marie Farrugia is the founder and CEO of Le Cercle des Vacances Group, which operates under the brands Billets Discount, Cercle des Voyages, and Croisiris. The group was established in 2002, and prior to that, Farrugia led Vacances Air Canada, Air Canada's tour operator, from 1992 to 2001. She also contributed to the launch of Voyageurs du Monde, a well-known travel company in France.

Company's growth and structure

The group initially grew through a leveraged buyout of Air Canada's French operations in 2001, generating about 5 million euros in revenue with a dozen employees. It has since expanded organically to reach about 150 million euros in turnover with 150 employees. The company values proximity, accessibility, and care for both employees and customers.

2026 business outlook

For the 2026 fiscal year, which ends on October 31, the group expects stable turnover compared to 2025. However, not all segments are on the same trajectory. Billets Discount is projected to grow by about 4%, mainly due to its expanding agency network on Reunion Island. Custom travel is more mixed, with a strong summer season but a challenging first half, partly due to the geopolitical situation in the Middle East. Cruising continues to perform well, especially in the high-end segment. Sales for 2027 are already underway, though the company remains cautious about international developments.

Billets Discount's strategy

Billets Discount targets travelers who frequently visit family abroad. In response to high airfares, the company offers affordable prices, two pieces of luggage, and the option to pay in installments. It has opened a second agency on Reunion Island and has sales points in metropolitan France. The strategy involves expanding in areas with large diasporas, such as opening an agency near the Est train station in Paris to better serve African, Sri Lankan, and Indian communities.

Croisiris's focus on cruising

Croisiris, launched about three years ago, was developed after the pandemic. Initially skeptical of the cruise market, Farrugia identified significant potential in high-end and expedition cruises. France has about 560,000 cruisers, compared to 1.5 to 2 million in the United Kingdom, Italy, or Spain. The company aims to develop high-end and expedition cruises, as well as thematic cruises, including those centered around cycling and the Tour de France.

Cercle des Voyages's luxury focus

Cercle des Voyages specializes in high-end custom travel. Its expertise lies in listening and conversation, rather than just filling out questionnaires or assembling services. Advisors are experts in their destinations, having lived there and maintaining local connections. This allows them to offer unique experiences and better anticipate unexpected events. Luxury is not just about price but also personalization and attention to detail. Membership in the Virtuoso network enables the company to rely on selected partners and ensure service continuity.

Customer journey and digital tools

The customer journey begins with the company's website, which is the entry point for nearly 90% of customers. The website is not a sales tool; customers send requests handled by expert advisors for the destination. Video conferencing is preferred, but customers can also visit offices on the Avenue de l'Opéra in Paris. Advisors share photos, itineraries, and videos to help customers visualize their trips. Webinars with tourism offices typically gather between 100 and 150 customers and are available for replay.

Advisor selection and customer support

The company seeks advisors who know the destinations, can listen, and have strong customer service skills. These are often experienced individuals, as the expertise is not just learned from books. Advisors accompany customers before, during, and after their trips. The company aims to maintain long-term relationships with clients. The family dimension, attention to teams, and commitment to corporate social responsibility are also important for attracting and retaining employees.

Artificial intelligence integration

The company has been working on artificial intelligence for several years, identifying about fifty use cases where AI can save time. This includes marketing content creation, customer data analysis, and improving visibility on search engines. An AI reference person has been appointed, and a charter has been established. Teams must be trained, and the legal framework and GDPR must be respected. The challenge is to choose useful AI applications and avoid using it for its own sake.

AI's role in travel planning

Advisors must verify AI-generated itineraries and identify any overlooked constraints. The profession is evolving, requiring advisors to arbitrate, advise, adapt, and organize services. AI can help analyze needs and save time but does not replace experience or the human relationship. AI must enhance the human element, not replace it. The company also wants to strengthen customer support during trips, particularly through WhatsApp and more personalized digital tools.

Future growth and succession planning

Beyond organic growth, the company now considers external growth. Priorities include continuing the development of its three businesses: ticketing and local agencies for Billets Discount, high-end custom travel for Cercle des Voyages, and high-end and expedition cruises for Croisiris. The company wants to study external growth operations that would complement its activities. Acquisitions could allow for acceleration while preserving independence, proximity to customers, and entrepreneurial culture.

Succession and family involvement

The company has been preparing for succession over ten years, setting up a family council and family charter. Farrugia's daughter Bertille and son-in-law Charles are involved in the company, but the succession is not yet decided. It is a process that must be built collectively, preserving family harmony. The ambition is to pass on a strong company capable of continuing its development and a family that remains united around this project.