CONFERENCE REPORT G H ŭ -Ɗ F ŭ
Jacobs Media sister brands Aspire and the Association of Touring & Adventure Suppliers (Atas) teamed up to host nearly 50 agents at the inaugural all-day Luxury Adventure Showcase on December 8 at London’s Tobacco Dock
Reports by Katie Byng-Hall
Trade reports ‘surge’ in high-end customers seeking adventure travel
The luxury market is witnessing a “tectonic shift” in how affluent consumers spend their money, resulting in a “huge surge” in experiential and adventure travel demand, according to Debra Fox, Abercrombie & Kent’s managing director for the UK, Europe and Asia-Pacific. Fox said the tailor-made operator was seeing “a luxury adventure travel boom”, adding: “There’s been an absolute shift in what people desire from their travel. They want to fill their hearts and their heads – they want memories and they want exploration.” She cited a recent study by consulting
firm Bain & Company which reported a “tectonic shift” towards luxury experiences such as cruises and fine dining. She said this was reflected in A&K’s
clientele, who are adopting a “value mindset” in their purchasing decisions. This “emotion-led” booking trend
has led to travellers wanting “more than just a flop and drop” holiday. Fox cited figures estimating travellers now spend 52% of disposable income on travel rather than “materialistic items” and said “the
£100,000 [spending] customer” was A&K’s fastest-growing client segment. Also speaking at the Luxury Adventure
Showcase, Rocky Mountaineer’s UK national sales manager Hazel Mansell said business was “booming” for 2026,
with sales up “well over 35%” and “great growth” being seen for 2027 bookings. Around 70% of the brand’s clients travel
in its premium Gold Leaf carriage, with many opting for pre and post-rail trip inclusions such as canoeing, horse riding, hiking and Alaska cruises. “The opportunity [in rail travel] is huge,” Mansell said. Wendy Wu, owner of Wendy Wu Tours,
described 2025 as a “fantastic” year, with trade sales up 35% year on year, while Sarah Schlederer, national strategic key account manager for the UK and Ireland at Quark Expeditions, said November had been the “strongest sales month in the company’s history”. Also speaking on stage, Jane Middleton, managing director of Authentic Travel Company, said 25% of the agency’s revenue in 2025 had come from expedition travel to the polar regions and the Galápagos Islands, adding that “people definitely have more
money to spend” on adventure holidays. i In the Picture, page 98
DEBRA FOX: ‘People travelling now YCPV VQ ƂNN VJGKT JGCTVU CPF VJGKT JGCFUo
20 ASPIRE JANUARY 2026
aspiretravelclub.co.uk
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