Inghams is pushing its new walking holiday programme, urging agents not to overlook its potential.
- Home-based travel agents, known as homeworkers, are seen as instrumental to promoting Inghams’ specialised products.
- The walking programme has been repositioned to attract a younger demographic, enhancing cross-selling opportunities.
- Inghams is actively supporting agents with resources and training to market these unique holidays effectively.
- The initiative is part of a broader strategy to diversify offerings and engage different customer segments.
Inghams, a well-regarded travel operator, is drawing attention to its recently revamped walking holiday programme. The company believes that travel agents, particularly those who work from home, are bypassing a lucrative opportunity not fully tapping into the potential of these thematic trips.
Julie Franklin, head of agency sales at Inghams, highlighted the transition of their Lakes & Mountains programme into a more niche-focused offering named Inghams Walking. This shift aims to appeal to holidaymakers seeking unique travel experiences that are not typically found in mainstream travel agencies.
Franklin pointed out that homeworkers, who tend to sell more specialised holiday packages such as ski and Lapland tours, could significantly benefit from promoting these walking holidays. She emphasised that the programme’s specialist nature could be a key differentiator in the current market, making it an attractive option for these agents, who are known for their influence in niche markets.
Sales director Christie Green mentioned that the demographic profile of their walking holiday customers has evolved. With younger travellers showing more interest in the programme, there is a substantial opportunity for agents to switch-sell these customers from winter ski trips to summer walking holidays.
To assist agents in capturing this opportunity, Inghams is organising various engagement activities, including focus groups, ‘walks and talks’ sessions, and the distribution of social media assets. The intention is to further educate agents and equip them with the tools needed to promote these trips effectively.
Moreover, Inghams has introduced family-friendly offers within the walking programme, such as options where children can fly free during specific periods. This move is designed to make the holidays more attractive to families, highlighting destinations with milder climates suitable for all ages.
To augment their outreach, Inghams is also facilitating a series of roadshows across the UK, promoting not only their walking holidays but also their repositioned ski guides. These events aim to engage both high street and homeworker agents, presenting them with the comprehensive benefits of Inghams’ travel offerings.
Inghams’ focused approach on walking holidays aims to maximise its unique market position by empowering agents with innovative tools and strategies.
