CONFERENCE REPORT
‘Don’t ignore premium segment of the market’
Wendy Wu Tours owner Wendy Wu urged agents not to “underestimate” customers, as speakers agreed that premium travellers are a “critical bracket” in the luxury adventure market. “People walking in [to travel agencies] don’t have a pound sign on their forehead. Don’t ever underestimate any customer,” Wu said. “We have one solo customer who has travelled with us since 2019 and has spent $235,000. Luxury and premium adventure travellers have a very good trend of being loyal to you.” Sarah Schlederer, Quark Expeditions’ national strategic key account manager for the UK and Ireland, told delegates big-ticket trips aren’t booked solely by “ultra-high-net-worth clients”. “It’s [also] retired people and young professionals who are
working and saving to put down a deposit for a trip leaving in two years’ time,” she said. “You can set up a payment plan with them, and by booking early, they have so much more choice.” Debra Fox, Abercrombie & Kent’s managing director for the UK, Europe and Asia-Pacific, said “aspirational” travellers booking £15,000+ itineraries are “moving from traditional beach holidays and spending more”. She added: “Premium is still a luxury adventure traveller, so don’t discount them. There is significant volume to be had without the big price tag that comes with it. “There’s always an opportunity
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to target the high-end spenders, but I’d spend my time targeting your everyday customer. They will be loyal to you; they’re already loyal to you.”
Presented by
‘Growth in solo travel led by women aged 50-plus’
Solo travellers are a growing demographic in the expedition and adventure market, delegates at the showcase heard. About 40% of holidays booked in the sector in 2024
were made by solo travellers, according to a recent Atas member survey. The association’s director, Claire Brighton, said women over the age of 50 were driving the “largest rise” in solo travel, adding: “The luxury travel segment is expanding to include solo-friendly options, with the understanding that solo travellers are often experienced and seek a high level of service and personalisation.” Authentic Travel Company’s managing director Jane
Middleton noted that on a recent Antarctica expedition, a third of the 199 passengers were solo travellers.
Activation sponsor Jane Middleton
Headline sponsor
Sponsors
aspiretravelclub.co.uk
JANUARY 2026 ASPIRE
21
CREDIT: Steve Dunlop
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