Atas members have experienced a remarkable resurgence in sales, surpassing pre-pandemic levels from 2019. Key data reveals robust growth and increased bookings in 2023, painting a positive outlook for the travel industry. Significant contributions from agents have played a crucial role in this recovery. The touring and adventure sector has shown resilience and adaptation, leading to record revenues. Promising trends suggest continued growth into 2024.
The Association of Touring & Adventure Suppliers (Atas) has reported a substantial increase in bookings, with a 4% rise in 2023 compared to 2019. This growth signifies a complete recovery and an upward trajectory in the travel industry following the challenges faced during the pandemic. The data, compiled in partnership with customer data analyst Radar, showcases significant trends and achievements.
Claire Brighton, Atas director, expressed her satisfaction with the record-breaking year, indicating the robust return of the touring and adventure sector. The opening of destinations and a welcoming atmosphere for travellers have been pivotal in this resurgence. According to Brighton, “These combined figures demonstrate how the touring and adventure sector really surged back strongly in 2023.”
Revenue from bookings made in 2023 reflected a 64% increase over 2022, highlighting the financial strength and recovery of the sector. Furthermore, forward bookings for 2024 have already surpassed the previous year’s figures by 42%, with average revenues approximately 22% higher than before.
Analyses show January as the peak booking month, with significant activity in November, February, September, and March. The preferred departure months remain the shoulder seasons, particularly September-October, followed by May-June. This pattern reflects consumer preferences and travel trends.
Claire Brighton noted significant differences in trade sales versus direct consumer sales, with trade sales averaging £4,565 for 2024 departures, a 22% increase from the previous year. These figures underline the essential role of agents in driving higher-value bookings, as evidenced by higher averages in trade compared to consumer direct bookings.
With an average lead time for bookings estimated at four to six months and trip durations ranging from six to ten days, the data provides valuable insights for strategising marketing and sales efforts. Brighton assured that Radar’s findings will continue to inform agents and suppliers, helping them refine their approaches to align with current trends.
The travel industry’s strong recovery and promising outlook are evidenced by Atas members’ sales achievements, setting a positive trajectory for future growth.
