Atas members’ sales last year overtook 2019 level


Samantha Mayling


The Association of Touring & Adventure Suppliers (Atas) has reported that its members made 4% more bookings in 2023 than in 2019 – surpassing pre-pandemic volumes for the first time – with total revenue reaching record levels. The figures for bookings made


in 2023 come from an Atas data project produced in partnership with customer data analyst Radar, which compiles data from members to uncover sales and destination trends. Atas director Claire Brighton said:


“I’m delighted to see that 2023 was a record year for our members. “These combined figures


demonstrate how the touring and adventure sector really surged back strongly in 2023 as all of our destinations were fully open and welcoming travellers back.” In revenue terms, the figures


showed that booking values for departures in 2023 were 64% higher than in 2022. Looking ahead, the upward trend


has continued this year, with agents’ forward bookings for Atas members for departures in 2024 up 42% on the equivalent figure this time last year. The average revenue for 2024


departures is currently £4,565 via the


trade, which is about 22% higher than this time last year. The research also showed that


the key booking month is January, followed by November, February, September and March. The most popular departure


months remain the shoulder seasons of September-October followed by May-June. Brighton added: “We first


released some preliminary statistics from our project during our annual conference last October because they showed such great revenues for Atas members’ bookings made by agents. “We said we would continue to


update agents and suppliers over the coming months with the key trends


Virgin Voyages aims to get 1,000


agents on ship visits this year Virgin Voyages aims to host 1,000 agents on ship visits this year. From August, Resilient Lady will sail from Portsmouth, giving the line a “unique advantage” to host agents on turnaround days, said Shane Lewis-Riley, international sales and marketing vice-president. Places will be offered to agents who have completed the line’s academy training but have not yet been on a Virgin ship.


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and market data, to help with their own marketing and sales strategies. “It’s very encouraging to see


the positive trends we reported in October have continued. “We said in October that the


average booking value for trade sales was £3,820, while those made direct by consumers were £2,660 – a difference of 43%. Now it is £4,565 via the trade.” The stats from Radar – an


associate member of Atas – also reveal the average lead time for bookings is four to six months and the average duration is six to 10 days. Brighton said Radar’s findings


would be shared each quarter, with the next update due in April.


Regent unveils development team and agent training


Regent Seven Seas Cruises has created a business development team and unveiled an agent training programme to “empower the trade and separate us from other lines”. The three-person team will


be led by Ed Lang, director of strategic accounts and business development for the UK and Middle East, and supported by senior marketing specialist Caroline Moody. The luxury cruise line is


recruiting one more person to join the team, which it says has scope to expand further. The team, which will report


into Paul Beale, vice-president of UK sales, will support the rollout of the Regent Elevate training programme, featuring the ‘RSSC University’. Courses for agents range from an introduction to the brand to more-detailed product news, and aim to make it as easy as possible for agents to sell Regent sailings, according to international managing director Caroline Smith. “I’ve not seen any other training


programme as in-depth as this, with our extensive cheat sheets, webinars and toolkits, providing agents with everything they could possibly need,” said Smith. “The programme has taken


nearly two years to complete and now it’s reaching a crescendo.”


Powder White failed due to ‘Brexit, Covid and cost of living’


Ski specialist Powder White has blamed the “immeasurable” impact of Brexit, Covid and the cost-of-living crisis for its failure. The London-based firm, founded in 2003, provided accommodation in ski resorts in Europe and North America. It said on its website that it was contacting customers with forthcoming holidays.


AE Expeditions boss Jos Dewing


leaves to co-found new project The UK boss of AE Expeditions left the business last week after three years to co-found an unnamed project. EMEA managing director Jos Dewing revealed his departure on LinkedIn and paid tribute to the team at AE Expeditions. Dewing was previously managing director at Voyages to Antiquity and has held roles at SeaDream Yacht Club, The Cruise Line and All Leisure Holidays.


travelweekly.co.uk


PICTURE: Shutterstock/evronphoto


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