Young reveals his atas vision


New Atas chairman Brian Young takes up his role in unprecedented circumstances but remains confident for the sector’s prospects. He spoke to Robin Searle


T


o say May 2020 was not the easiest time to be taking over as the head of a national travel


association would be a major understatement. But the new chairman of the


Association of Touring & Adventure Suppliers insists the sector is well- placed to bounce back from the crisis – and believes travel agent partners will play a key role in its recovery. Brian Young, UK managing


director of G Adventures, became the third Atas chairman this month, and will be supported in his new role by the association’s first dedicated account director, Claire Brighton, who joined from The Advantage Travel Partnership in March.


Rapid growth Since being founded by 12 operators in partnership with Travel Weekly in April 2017, Atas has expanded year on year and now has more than 50 supplier and associate members. “Atas is still quite young, and its


objectives in its early years have been establishing itself as an association


12 14 MAY 2020


and educating agents about the opportunities available to them,” Young explains. “A lot has been achieved in


a relatively short space of time, including three very successful agent conferences, but we now need to move to the next level.” Young says the coronavirus crisis


has identified the need for the sector to have a stronger single voice with regulatory bodies and other trade associations. But he insists the education of its


community of travel agents will still be at the heart of the association’s role as the travel trade adjusts to the post-pandemic ‘new normal’. “Education remains central to


our activities, but we also need to assess how we can become a stronger voice for our members, which range from large to small operators and reflect the breadth of the touring and adventure sector,” he says. “If you look at the combined


business of our members and the number of passengers carried, the touring and adventure sector is a significant one, but it is also


incredibly diverse so we need to focus on the issues and needs that unite us.” Young believes agents have a


strong future in the wake of the coronavirus crisis and hopes that those engaging with Atas can forge even more beneficial partnerships with members. “Suppliers are going to need to


work with travel agents and support them as they get their businesses up and running to grow their mutual businesses,” he says.


Agent support “Agents are also going to need support, particularly on the marketing front, to engage with their customers and explain what the industry will look like in the future. “We need to ensure the structure


of Atas is working for our members and our travel agents, and that we are giving them everything they need to emerge from this crisis together as a single community.” Young says plans include giving


agents a greater voice in the running of the association, including on dedicated trade steering committees.


Atas can develop


best practice [for post-virus travel rules] and discuss areas common to members


“Agents have to be a big part of


the process and we will step up that agent representation so they can help us move forward,” he says. “We can create content and put


on events and our conference, but we need to ensure that content is what the agents need so it makes perfect sense to get the audience to tell us what they require from us.” Young adds: “The membership


of Atas is reflective of the sector as a whole but I think there is an opportunity to round out our education process in terms of product and topics. “I would like to see more


destinations involved to give a broader and more immersive learning experience, and I would also envisage an increased focus on sustainability,


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