Not In The Guidebooks has entered a strategic alliance with the Association of Touring and Adventure Suppliers (Atas) to expand its reach and promote responsible tourism.
- The company’s sales director, Debbie Sowden, emphasised that Atas membership is pivotal to achieving their long-term vision.
- Known for immersive, experience-led travel, Not In The Guidebooks aims to leverage this partnership to connect with more travel agents.
- The collaboration aligns with the brand’s commitment to sustainable tourism, appealing to engaged travellers seeking transformative experiences.
- The partnership aims to boost agent engagement, with more than 85% of the company’s business already reliant on travel agents.
Not In The Guidebooks has strategically allied with the Association of Touring and Adventure Suppliers (Atas), aspiring to broaden its audience and underscore its dedication to responsible travel practices. As articulated by Debbie Sowden, the company’s sales director, this membership marks a significant step in realising their broader vision.
The company is recognised for its unique, experience-led travel, curated by local hosts and aimed at revealing ‘hidden gems’ through immersive activities. This partnership intends to facilitate deeper connections with travel agents, enhancing the visibility of their transformative holiday experiences.
Such experiences are designed to resonate with intellectually curious and engaged travellers who seek more than typical vacations. By integrating with Atas, Not In The Guidebooks commits to expanding its focus on responsible tourism, a sector known for pioneering sustainable travel practices.
An emphasis on travel agents as a crucial element in their business strategy is evident as agents are described as the ‘lifeblood’ of their model. The collaboration aims to elevate agent engagement and increase access to distinctive travel experiences, ranging from Arctic adventures to culturally immersive journeys.
The company boasts three distinct holiday collections: Arctic Breaks in locations like Iceland and Finland; Immersive Exploring in exotic locales such as Costa Rica and Sri Lanka; and Special Interest tours providing culinary, wellness, and active holidays.
Sowden highlights the particular success of their immersive range, indicating substantial interest from agents eager to offer clients nuanced insights into destinations. Their alliance with Aviate Journeys further enables them to package these experiences with flights, simplifying the offering for agents.
Further plans include enhancing agent interaction through webinars and direct training, with over 500 agents trained in 2024 alone. Marketing efforts are supplemented through digital content and customisable promotional materials, accessible through specialised agent portals.
Claire Brighton, director of Atas, expressed enthusiasm about the partnership, acknowledging Not In The Guidebooks’ alignment with Atas’s ethos and the value they bring to the agent community.
This collaboration serves as a testament to Not In The Guidebooks’ commitment to sustainable travel and its strategic focus on empowering agents in the tourism sector.
