SPOTLIGHT URBAN ADVENTURES
An Urban Adventures cooking lesson;
SPOTLIGHT ON...
Adventures
Intrepid Travel’s day tours arm lets local guides run their own businesses. Lee Hayhurst talks to general manager Tony Carne
Could the secret to winning the hearts of holidaymakers and securing happy and loyal customers be to appeal to their stomachs? That’s what Intrepid’s city and day tour specialist Urban Adventures believes and this year it hopes to encourage more UK agents to experience its tours. A key challenge for all attractions suppliers is to improve what can be low conversion rates among agent partners.
FOOD FOR THOUGHT Tony Carne, general manager of Urban Adventures, says its partnership with Flight Centre both here and in Australia proves the operator’s approach with third parties works. “Flight Centre has come on strong because
they have confidence selling the product, with many agents having tried it for themselves through a dedicated fam programme,” he says. “They’ve also had training and understand
that customers actually want to be offered great options of things to do on their holiday.” Carne adds: “Food tours are a great way
into the product as this is money travellers are going to spend and they should experience places locals love, rather than ending up in
a tourist trap. Not everyone has tried a tour, or wants to, but everyone has to eat. When abroad that can be extremely stressful, particularly in places like Asia. “What we say is ‘come with us and we will sort that for you’. It’s a simple sale once you have the confidence. When agents understand the product they realise tours create memories which won’t be achieved by a flight and hotel, and that’s what will bring a customer back to them. We are very keen to work with more agents in the UK, which is why we are inviting them to try our product when they are travelling abroad next year.” The recent announcement that Airbnb has
moved into tours and activities surprised few in a sector seen as the final frontier for online travel. European holidaymakers are said to spend €37 million a year on tours and activities, according to 2013 data, but just one in four bookings are made online.
URBAN ADVENTURES’ RANGE Urban Adventures offers 710 itineraries, in 93 countries and 154 cities, with 1,026 guides. Growth has been rapid. It handled 125,000
customers last year – the same number it handled between 2010 and 2015 – and aims to hit the one million mark within three to four years, fuelled by a $1 million investment by Intrepid. With revenues of $6.6 million, it also became profitable last year. As an example of its prices, the operator’s Chicchetti and Wine Tour of Venice costs £68 and lasts 2.5 hours. Urban Adventures gives local tour guides the
technology and marketing and sales support to set themselves up as their own businesses.
In all destinations except London, the Urban
Adventures guide is granted brand exclusivity. London has proved a more difficult nut
to crack but its three existing guides are guaranteed exclusivity in terms of tour topic including food and street art. The firm’s Venice guide, Cecilia Cambero, is also its tour guide in Verona and in her home city of Madrid, and now runs a team of 11 guides. Carne said the firm was eager to challenge the misperception that its tours are mainly aimed at young people and backpackers. “Our average client is a 41-year-old woman
who likes travelling both by herself or with a partner or friends and generally says at four-star or above accommodation,” he says. “Once agents get out there and bar hop the bacari (wine) bars of Venice or jump on a street food tour in Hanoi, they’ll begin to appreciate both the value of local knowledge and realise that most of their clients are potential Urban Adventures customers.”
AGENTS’ FREE TRIAL
Urban Adventures is offering all agents the chance to try its product for free in 2017 when they travel abroad. Intrepid Travel’s business development managers will be highlighting the promotion to agents about the offer when they are out on the road. To claim your free Urban Adventure, get in touch with your Intrepid Travel contact. For details go to
intrepidlovesagents.com
Urban
Tony Carne (inset); Washington DC tour (below)
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travelweekly.co.uk 5 January 2017
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