Clients will book touring and adventure ‘again and again’, say Atas members
Agents selling touring and adventure holidays can tap into a broad database of customers who will return to book “again and again”, say suppliers.
Members of the Association of Touring and Adventure Suppliers (Atas) told a webcast how there is “literally something for everyone” within the sector and urged agencies to proactively target a wide range of clients on their database.
Sarah Weetman, sales director at Travelsphere and Just You, said: “You’ve just got to ask the right questions of your customers to make sure you get them on the right tour and then they’ll come back again.”
She highlighted opportunities in the “booming” solo traveller market, commenting: “Now is absolutely the time. [The market] is stronger than it’s ever been before.
“What we like to say is: travel solo, but never alone.”
She said solo travellers will be on holiday with like-minded people, sharing stories and experiences with a “sense of togetherness” and confidence.
“Solo travellers are serial bookers,” she said.
“After all that hard work, getting them across that line to make their first booking with you, I guarantee they will book again and again and again.”
Hayley Van der Steen, sales and business development manager at The Travel Corporation (TTC) – which has brands such as Contiki, Costsaver, Trafalgar, Insight Vacations and Luxury Gold – highlighted how changes in the youth market offered agents more selling opportunities too.
TTC’s youth brand, Contiki, has adapted to trends for more environmental and wellness options among younger travellers – and offers immersive group tours around the globe.
“Now we don’t have any camping…it’s all glamping,” she said.
“It’s all about social travel, travelling with like-minded people.
“And, from a parent’s perspective, it’s so safe.”
Vladislav Saveliev, Midlands and south UK sales manager at Ponant, pointed out how expedition cruise passengers can visit places that are only accessible by smaller ships.
“We offer visits to 100-plus Unesco World Heritage sites on our polar and tropical expeditions,” he said, highlighting how clients can get “close and personal with nature, and learn about local communities”.
“The expert team on board really bring the destination to life…it’s definitely for a traveller who wants to get under the skin of the destination,” he added.
“You can learn from photographers, marine biologists or glaciologists.”
The educational aspect of family touring holidays was further emphasised by Van der Steen, who said children can learn a great deal during hands-on experiences.
“In Italy, you can go to gladiator school…and have pizza-making classes,” she commented.
“Those children will have memories that will last a lifetime.”
The suppliers also explained how the variety on offer means customers can opt for a tour with a packed itinerary visiting plenty of destinations or choose a slower-paced holiday based in just one or two hotels.
“That’s one of the biggest myths about taking a tour is that you’re going to be constantly moving from place to another, unpacking and packing,” said Weetman.
“It’s about finding that right style of trip for your customer. We all offer different styles of quicker paced, more active [tours] to more relaxed ones as well.”
Saveliev pointed out that a luxury expedition cruise enables clients to be “wrapped in creature comforts” while being able to explore remote destinations – and Van der Steen explained how coach holidays also offer the ability to explore widely while staying in luxurious hotels.
The suppliers took part in the webcast as part of ‘what’ week during Touring & Adventure Month, which features different themes and marketing assets for agents throughout April.
Brighton concluded: “Don’t wait for customers come to you – make sure you tell them that you’ve got these great options.
“They might ask for a beach or a city break. It doesn’t mean that these tours are not for them.”
Find more at touringandadventure.com
