CONFERENCE 2022 NOVEMBER 1-2
CONFERENCE Atas Conference 2022: About 400 delegates met at the British Motor Museum ne
Pandemic spurs more agents to sell touring and adventure
M
ore agents have begun selling holidays in the sector, partly thanks to extra online
training offered by suppliers during lockdowns, delegates heard. Brian Young, chair of Atas
and EMEA managing director at G Adventures, said: “Touring and adventure’s offering is unique and a huge opportunity; more now than ever. “The value of our sector comes
from the level of inclusions on offer.” He said the pandemic had made
people “rethink travel” and they now wanted “more experiential trips”. “We caught the eye of agents who
are new [to our sector], as they saw that customers who booked beach holidays would also like touring and adventure,” he said. “People are bored with beaches
and all-inclusives – that’s a break, not a holiday, in my view.” Young said many older clients were less affected by cost-of-living
concerns, while many younger travellers were keen savers, dubbing them the ‘Monzo’ generation, as they will prioritise holidays over spending on other items or activities. Asked if escorted tours and
adventure trips represent the “ultimate package holiday”, he said the sector offers “all-encompassing value” and “amazing products”. Niel Alobaidi, chief executive
of Newmarket Holidays, said the operator’s trade sales were growing faster than other channels, with higher values than direct. “Agents have closer relations
with their customers than we do,” he added. “It is not about being cheap, it’s about value for money. Agents are better at pushing that value message. “If you don’t have so much
disposable income but want something special, we can do that.” Anthony Daniels, Hurtigruten’s
UK general manager, has also seen more agents booking his cruise line, thanks in part to more training sessions during the pandemic. “For 2023, there is more
confidence – and more confidence in booking with a supplier and agent,” he said. “We’re expecting a record year.” Commenting on joining Atas,
he added: “We go to places on land that you can’t reach with big ships. Don’t think of it just as a cruise but as an expedition on a ship.”
TourRadar chief calls on sector to ‘rebuild better’
The boss of tours and activities platform TourRadar says the “organised adventures” sector can help travel rebuild “in a better way”. Travis Pittman, TourRadar chief executive and co-
founder, said he is trying to change perceptions of the sector and make the post-pandemic recovery more sustainable. He explained how the sector
Travis Pittman
has a diverse offering – including tailor-made itineraries, group trips, family tours, cruises, self-guided holidays, private trips and more – but said: “We need to change perceptions, it’s a massive group.” TourRadar has brought its wide tours range under one umbrella
10 10 NOVEMBER 2022
called “organised adventure”. Pittman said: “It’s a bit of an oxymoron: how can an adventure be organised?” But, he added, the tours offered many benefits, such
as seamless logistics, high commission, a guide’s personal touch and the chance for strangers to become friends. Tours also boost developing
economies, and support local cultures, communities and the countryside, he added. “Our goal as an industry should
be to rebuild travel in a better way, by getting more people out of the main tourist hubs to experience the planet more meaningfully and sustainably through organised adventures,” he said.
Atas sets up sustainab
Atas has established a sustainability working group, with representatives from 10 tour operator members. In December, it will launch a
sustainability hub on its website to help agents find out about environmental matters, native cultures, and cultural and social responsibility. Peter Shanks, Silversea’s UK and
Ireland managing director, urged delegates to research destinations, so they are prepared to answer sustainability queries. “Touring and adventure guests are
more aware of the environment and want that conversation. It’s at the top of their list,” he said.
Anthony Daniels
Panellists at the Atas Conference
travelweekly.co.uk
CONFERENCE 2022 NOVEMBER 1-2
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