The Insider


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SCOPE OF ADVENTURE


The challenge in selling adventure holidays lies in striking the balance between staying within your clients’ comfort zone and pushing the boundaries to create an unforgettable experience. “Everyone’s interpretation of adventure is different,”


says Carroll. “One client may see it as jumping out of helicopters, whereas for another it’s going on safari, so it’s really key to drill down into knowing what their view on adventure is and then work from there.” Claire Brighton, director of the Association of


Touring & Adventure Suppliers, agrees and stresses the importance of setting expectations with clients. She also says using videos in the sales process helps agents to “clearly demonstrate an experience” because many destinations and excursions sell themselves. And with myriad experiences on offer in untouched corners of the world, it’s no surprise that consumers CTG VWTPKPI VQ CIGPVU CPF QRGTCVQTU VQ ƂPG VWPG VJGKT itineraries and point them in the right direction. Top destinations enticing intrepid travellers


include Iceland, Norway and Greenland, according to Nick Davies, managing director of expedition specialist Cookson Adventures. “They are outdoor playgrounds when it comes to adventure, especially FWTKPI VJG UWOOGT OQPVJU YJGP YG ECP DGPGƂV from the midnight sun,” he says. During a recent trip to Iceland, the Cookson Adventures team pulled out all the stops for its daredevil-spirited guests, including building a camp on a frozen glacial lake to create a base for “non-stop adventures” such as heliskiing, canyoning and mountain climbing. But adventure travel doesn’t have to be synonymous


with adrenaline. It’s also for travellers who want to explore remote regions, experience awe-inspiring landscapes and educate themselves about the planet. Specialist operator White Desert hosts luxury expeditions to Antarctica that cater for just 12 people RGT ECOR /KPF[ 4QDGTVU EJKGH OCTMGVKPI QHƂEGT says: “The consumers we see are environmentally aware world travellers who have a desire to learn and grow by experiencing different cultures.”ª


ASPIRETRAVELCLUB.CO.UK THE INSIDER MAY 2024


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