NEWS ATAS CONFERENCE 2018


ATAS CONFERENCE 2018: Over 240 agents joined 41 supplier and associate members of the Association of Touring & Adventure Suppliers at its second annual conference. Robin Searle reports from Birmingham


Eleven-page special report, pages 16-26


Trade’s share of touring bookings grows to 38%


The proportion of sales of touring and adventure holidays made through the trade rose again last year, with forward bookings suggesting a continued upward curve over the next two years.


The trend was highlighted


by booking data supplied by the majority of members of the Association of Touring & Adventure Suppliers and was revealed at the association’s second annual conference in Birmingham last week. Paul Melinis, chairman of Atas and managing director of APT, said the proportion of bookings made through agents so far in 2018 was 38%, up from 37% in 2017 and 10 percentage points higher than the 28% recorded for 2015 bookings. Melinis said forward booking data


indicated a further growth in trade sales, with the proportion of sales through agents projected to rise to 41% in 2019 and 44% in 2020. More than 240 frontline


agents attended the conference at Birmingham’s International Convention Centre. They were


16 travelweekly.co.uk 1 November 2018


“Atas members are seeing growth in yields and sales through our valued trade partners”


joined by 28 supplier members and 13 associate members of the association. The event included business


Paul Melinis


sessions, an immersive trade fair and a gala dinner and awards, and was supported by consumer media partner Global, technology partner Tigerbay and destination partner Dominica. Melinis said: “The journey we


have made in the 18 months since Atas was founded has been incred- ible, and we have more to come next year with improved training, a new specialist programme and an agent-voted Top Tours and Amazing Adventures awards. “The sector is in a fantastic


place, and the members of Atas are all delighted to be seeing growth in both yields and sales through our valued partners in the trade.” Conference moderator Lucy


Huxley said: “The number of agents in attendance is testament to the impact that Atas has had in the short time it has been in existence. “The buzz around the trade fair and the enthusiasm of delegates to learn more about this incredible sector just goes to show that there is a real appetite to make touring and adventure a key part of their business mix.”


‘Encourage all staff to post social media messages’


Agency bosses should encourage all members of staff to engage with customers on social media rather than delegating the job to a single member of staff, according to the boss of G Adventures. Brian Young, the operator’s UK managing director, told delegates that “meaningful content” and engagement with customers was more important than reach. He said: “Your approach to


social media shouldn’t be any different to your face-to-face approach. Give everyone in your business a voice and make everyone responsible for posting content that will showcase your brand and personality.” He added: “Don’t delegate the job to an intern or young member of staff. Think about how you can really inspire your customers – there’s nothing worse than a series of posts consisting of offers.” Young urged attendees to use rich media from trade contacts to enhance their social activity, and said content from customers could be used to make them “influencers for your business”.


Brian Young, G Adventures


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