The travel industry is witnessing significant momentum in the touring and adventure sectors, as agencies pivot to embrace new opportunities.
- The Association of Touring & Adventure Suppliers (Atas) reports a 17% rise in average booking values in the first quarter of this year compared to the same period last year.
- Revenue from trade bookings has seen a notable increase, outperforming direct sales by 20%, highlighting the growing importance of agency involvement.
- Industry experts suggest that adventure travel is on the brink of becoming a mainstream choice, with an increase in mergers, acquisitions, and competitive pricing.
- The cruise sector is also experiencing growth, with a record 2.3 million cruise holidays taken last year, signalling a robust travel industry recovery.
In recent times, the touring and adventure sectors have emerged as pivotal areas of growth within the travel industry. As agencies continue to pivot and adapt to this trend, the sector’s momentum has been substantial. According to industry data, the Association of Touring & Adventure Suppliers (Atas) has noted a remarkable 17% increase in the average booking values for the first quarter of the current year, compared to the same timeframe in the previous year. This upswing in figures underscores the sector’s growing appeal among travellers and highlights the expanding role of agencies in capitalising on these opportunities.
Trade bookings have seen a surge in revenue, with figures showing a 20% advantage over direct sales. This trend not only emphasises the critical role of travel agencies but also suggests a broader reliance on professional expertise to navigate the expanding opportunities within the adventure and touring markets. The director of Atas, Claire Brighton, highlighted in a recent gathering that the average earnings for agents have exceeded £650 per booking, reflecting a positive trajectory in commission and agent-driven sales.
The narrative within the industry is increasingly endorsing the potential of adventure travel as it edges closer to becoming a mainstream holiday choice. This perspective was reinforced by Chris Roche, CEO of The Adventure People, who at the Abta’s Adventure Travel Conference, announced that the demographic for adventure travel is diversifying, covering a wide age range and various budget categories. The forecast includes a rise in market entrants, a spike in mergers and acquisitions, and a technological evolution that promises to make pricing more competitive.
From a commercial perspective, adventure and touring experiences are perceived as promising ventures with substantial margins due to their higher sales values. Agencies like The Travel Shop have been actively promoting these segments, which is evident in their sales and marketing strategies. Similarly, InteleTravel has integrated Atas modules into its training platform, aiming to enhance its agents’ expertise and tap into potential markets such as solo travellers.
Simultaneously, the cruise industry mirrors this growth trajectory, with Clia revealing a record number of cruise holidays taken in the UK and Ireland last year. The upward trend from 1.7 million to 2.3 million illustrates the resilience and recovery of the travel industry in the post-pandemic landscape. According to Clia UK & Ireland managing director Andy Harmer, there remains a substantial opportunity to increase the number of first-time cruisers, with research indicating a significant portion of potential clients open to exploring this travel option.
The rising trends in both the touring and adventure sectors and the cruise industry underscore a vibrant and evolving travel market.
