The Association of Touring and Adventure Suppliers (Atas) conference spotlighted the robust state of the touring and adventure travel sector.
- Touring and adventure travel shows resilience with price parity, setting it apart from other sectors facing discounting issues.
- Agents report high margins and growth in bookings, influenced by the consistent pricing structure.
- Atas offers substantial support with training and resources to ensure agents remain informed and effective in this burgeoning market.
- The event underscored the strategic importance of engaging social media to boost visibility and sales.
The recent Atas conference emphasised the unique position of the touring and adventure travel sector, which remains largely unaffected by the discount-driven challenges faced by other areas in the travel industry. The lack of significant discounting, upheld by consistent price parity, provides a stable foundation for businesses. Vicky Billing from Riviera highlighted, “We do not have discounting worries in touring like other sectors.”
Paul Hardwick, retail director at Fred Olsen Travel, articulated that the high booking values and favourable margins make touring and adventure a viable area for expansion. He explained, “The average booking value is high, margins are good and price parity is key,” and noted that expanding into this sector could be crucial for growth, particularly as they explore broadening their UK market share.
Zoe Franklin of Travel Club Elite shared that approximately 17-18% of her agency’s business is now rooted in touring and adventure, a figure that is on the rise. Darryl Gardner noted a significant shift in business focus following the pandemic, with 25% of Cartwright Travel’s operations now centred on this area, driven by the promise of price parity and compelling commission rates.
The conference also featured discussions on the extensive support provided by Atas, such as training, themed weeks, and social media content, which are instrumental for agents in maintaining momentum and adapting to market changes. Gardner recounted how an experiential trip to Lake Como had directly translated into sales, underscoring the value of such initiatives.
Becky Francis of Quark Expeditions encouraged agents to leverage expert advice and collaborate closely with suppliers to tailor offerings that match client preferences precisely. She noted that customised interactions and the use of social media as a strategic tool have proven effective – exemplified by a homeworker who generated significant sales post an expedition cruise experience.
Furthermore, agents like Hannah Blackmore have successfully increased engagement by personalising content, illustrating their expertise, and using humour on platforms like TikTok. She pointed out the effectiveness of short video clips and engaging narratives in building a loyal client base and driving sales.
The Atas conference reinforced the touring and adventure sector’s robust potential, buoyed by strategic pricing and innovative marketing.
