Oasis Overland and Encounters Travel have taken strategic steps to strengthen their UK market presence by joining the Association of Touring and Adventure Suppliers (Atas).
- The alliance aims to leverage UK travel agents to reach adventure-seeking travellers, enhancing both brands’ customer engagement and reach.
- As part of Atas, the brands embark on sustainability and educational initiatives to foster responsible travel.
- Both companies are expanding their travel offerings, including new destinations, to accommodate diverse traveller interests.
- Despite geopolitical challenges affecting certain regions, the brands remain focused on promoting immersive travel experiences.
Oasis Overland and Encounters Travel, recognised for their adventurous tours spanning Africa, the Middle East, South America, and Central Asia, have joined the Association of Touring and Adventure Suppliers (Atas) to bolster their connections with UK travel agents. This move is seen as a strategic effort to increase sales and enhance their market share in the UK. Founded in 1997 and later acquired by Uncover the World Travel in 2021, Oasis Overland, together with Encounters Travel, sees this membership as a gateway to valuable industry resources, training, and networking opportunities that align with industry best practices and regulations.
Danniell Saunders, the marketing director, highlighted the pivotal role UK travel agents will have in engaging and supporting their target audience of UK-based adventure travellers. By aligning with Atas, both brands signal their dedication to delivering exemplary travel experiences while adhering to the industry’s regulatory standards. Additionally, the collaboration promises enhanced service and customer satisfaction through a broader reach facilitated by UK agents.
The companies are not only focusing on expanding their destination portfolio and itineraries for 2024 but are also doubling their efforts in sustainability initiatives. This includes offering familiarisation trips, training, incentives, and marketing support for travel agents to gain a first-hand understanding of their products. The brands are committed to environmental sustainability, striving to reduce single-use plastics and support local economies through responsible tourism initiatives.
In response to market dynamics, Saunders noted the popularity of longer overland journeys, which require advance booking due to extensive planning needs. This trend contrasts with the last-minute bookings observed for shorter trips, driven by uncertainties in certain travel destinations. The ongoing Middle East conflict has played a significant role in shaping traveller decisions, yet interest in exploring iconic destinations remains robust, albeit with increased caution regarding safety and security.
The partnership with UK agents enables the companies to provide customers with high-quality support throughout their travel experiences. The emphasis is on building genuine connections with local communities and contributing positively to their livelihoods, fostering a travel approach that values exploration, authenticity, and sustainability. Saunders lauded Atas’s new sustainability hub, which encourages responsible travel practices that not only benefit the environment but also enrich the overall travel experience.
In sum, the strategic collaboration between Oasis Overland, Encounters Travel, and Atas underscores a forward-thinking approach to adventure and sustainable tourism, offering diverse and enriching travel experiences while addressing contemporary market and environmental challenges.
In a challenging travel market, Oasis Overland and Encounters Travel are making informed strides to enhance their offerings and sustainability commitments.
