NEWS ar Warwick for the Association of Touring & Adventure Suppliers event. Samantha Mayling reports


Commission rates and support make sector ‘no-brainer’


T Atas chair Brian Young and account director Claire Brighton bility working group Joanne Reeve, Intrepid Travel’s EMEA


head of industry and tailor-made sales, said: “Your clients expect sustainability. It offers authenticity and the feelgood factor, knowing the business takes care of that.” Melissa Tilling, founder of Charitable


Travel, urged agents to sign up for newsletters from responsible tourism organisations so that information “drip-feeds” into their inboxes. Claudia Miguel, Turismo de Portugal’s


UK and Ireland director, said the destination embarked on a 10-year sustainability strategic plan in 2017, and the tourist board trained 180,000 tourism staff during the pandemic about sustainable issues.


ravel agents say specialising in touring and adventure is a “no-brainer”, thanks


to the commission, supplier support and benefits for clients. Travel Counsellors’ Alison


Marden focused on the sector after training with suppliers during the pandemic, meeting operators at the 2021 Atas Conference, and experiencing a tour. She admitted she feared she


would be “herded around” on a tour but found it was a great experience as so much was included. “You can go and not worry about


anything – no decision fatigue,” she told delegates. “It’s a trust thing with regular customers – you know what they like and they trust you. It is phenomenal and it is easy.” “Lots of enquiries are coming in


and, having experienced it myself, I can answer their questions.” Zoe Franklin, Travel Club Elite


sales manager, has focused on the sector for the past 15 years.


It’s a trust thing with


regular customers – you know what they like and they trust you. It is phenomenal – and easy


“We used to be ‘bucket and spade’


but realised the money in touring and adventure; it’s a no-brainer,” she said. “There’s a tour for everyone; you


just need to find the right one.” Franklin urged agents to take


a tour, adding: “When you know about it, your preconceptions will be blown out of the water.” Fellow panellist Travis Pittman,


of TourRadar, explained how touring can tackle ‘decision fatigue’. He said he had taken a cycling


tour of the Dolomites, where the logistics, routes and accommodation were sorted in advance, so he could fully enjoy the holiday. Pittman also urged delegates to


inspire potential clients via social media and encourage followers to sign up for emails. “Email still works; they are gold,


they shift deals,” he said. He noted a shift to video


platforms such as TikTok, which can help inspire travellers, but advised against putting deals on social media. Franklin sends regular e-shots,


featuring client reviews and staff blogs after they have been on trips. She and Marden agreed that


Alison Marden (left) and Zoe Franklin travelweekly.co.uk


social media channels were better for inspirational posts rather than price-led offers.


ATAS AWARD WINNERS


Twelve Atas Recognition Award winners were announced by Atas account director Claire Brighton and chair Brian Young. Brighton said: “It was a


pleasure to join experts in our sector to judge the awards and all entrants were very worthy candidates. Those who made it onto our shortlist should be very proud, as they really impressed the judges with their dedication to the touring and adventure sector. It was exciting to reveal the winners, who have really excelled in 2022.”


ETouring and Adventure Newcomer: Once in a Lifetime Holidays


E Social Media Star: Darryl Gardner, Cartwright Travel


E Sustainability Champion: ArrangeMY Escape


E Agency of the Year – Southern England: Miles Morgan Travel


E Agency of the Year – Northern England: Aspen Travel


E Agency of the Year – Central England: Millington Travel


E Agency of the Year – Scotland & Northern Ireland: Fiona Bibby, The Travel Architect


E Agency of the Year – Wales: Cartwright Travel


E High Street Agency of the Year: Hays Travel


E Homeworking Agency of the Year: Travel Counsellors


E Online Agency or Call Centre of the Year: Travel Club Elite


E Touring and Adventure Agency of the Year: Travel Counsellors


10 NOVEMBER 2022


11


PICTURES: Steve Dunlop


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