The recent Atas conference underscored significant shifts in the travel sector.
- Touring and adventure firms praised the evolving expertise of travel agents.
- Audley Travel has experienced substantial double-digit growth in bookings.
- Gold Medal sees opportunities in emerging Asian destinations for tourists.
- Newmarket Holidays highlights a demand for unique, personalised experiences.
The Association of Touring and Adventure Suppliers conference highlighted the dynamic changes within the travel industry, particularly focusing on the critical role travel agents play in driving sales. The sentiment among industry leaders is clear: there is a pressing need for more agencies to specialise in touring and adventure to support operators’ ambitious growth plans.
Mark Hanson, managing director of Audley Travel UK, articulated at the conference how his company has transitioned from direct sales to a more collaborative approach with the trade. “The level of expertise in the agent sector has seen a step change,” he remarked, showcasing the noticeable evolution over the past two decades. This strategic shift has resulted in significant double-digit growth in bookings and sales across numerous destinations, exemplifying the strength of the current market reported by Atas members.
Echoing this growth narrative, Simon Applebaum, managing director of Gold Medal, noted the increasing interest in emerging destinations like South Korea, possibly as an alternative to Japan due to its saturation from tourism. With the touring brand poised to grow from a £20 million to potentially £100 million enterprise, Applebaum emphasised the importance of exciting the trade and highlighted that the average tour booking exceeds £10,000. This points to a robust sector that is more resilient than others, and Applebaum stressed the need for more agents to become specialists in touring and adventure.
Niel Alobaidi of Newmarket Holidays discussed how recent private equity investment into the operator reflects the substantial growth potential within escorted tours. The demand for diverse destinations such as Uzbekistan and Bali is rising, with travellers favouring enriched, personalised experiences that offer a level of guidance beyond typical DIY travel. Alobaidi noted the burgeoning opportunity in the 55+ market, which displays the least concern over financial limitations and growing travel desires.
The Atas conference shed light on the lack of social media representation for the touring and adventure sector, prompting calls for improved agent marketing and training initiatives. The planned launch of a new trade website by Newmarket Holidays signifies the ongoing efforts to adapt and enhance the visibility and accessibility of these experiences.
The evolving landscape of the travel industry reflects growing demand and expertise, paving the way for expanded opportunities.
