NEWS SPECIAL REPORT


TRAINING FOCUS


Atas account director Claire Brighton is focusing on improving agent engagement with the touring and adventure sector and building a community with a range of training tools and benefits. Brighton has already


developed new training modules for the trade on touringandadventure.com and introduced video learning for agents during lockdown. Plans for the future include


the introduction of webinars, podcasts and a resource centre including marketing collateral and sales tips, in addition to more face-to-face training after the lockdown is lifted. She says: “Every agent


Clockwise from left: Brian Young; Atas Conference 2018, Birmingham; and Atas Conference 2019, Manchester


which is a topic that is really important to a lot of our members.”


Ready for the future Young acknowledges that the future is far from certain for the entire travel industry but says the nature of touring and adventure holidays, plus the engagement of suppliers and agents with their customers, mean the sector is well-placed to recover. “Every operator will be looking at how their product will change


based on the requirements placed on us, and Atas can play a role in that by developing best practice and discussing areas common to members,” he explains. “On a broader note, I know a lot


of members have been pleased by the reaction of customers who have chosen to rebook or are happy to take their time to consider their plans.” He adds: “There’s a lot of


difference between a typical package holiday and a touring holiday in


terms of the planning and emotional investment from the customer and their desire to experience a destination and its culture. “They have made that investment


with their travel agent and the tour operator, and that investment in taking that holiday will be key, as we’re seeing with the rebookings. “Nobody knows what the future


holds, but we want to be there and ready for our customers when they are able to travel again.”


looks to train in a different way, so it’s important to have a presence in all the channels they want to ensure they have the knowledge and resources they need. “My priority is training


and upskilling agents and developing a real community around Atas – a lot of them know about touring and adventure but many don’t have the level of knowledge they do of other sectors.” In addition to agent


The Association of Touring & Adventure Suppliers hopes to hold its fourth annual conference at Birmingham’s International Convention Centre on October 20-21. The conference is due to include two evening events,


awards, an immersive trade fair and educational content including focused breakout business sessions. Alternative options are being explored to fulfil the


conference’s training and networking objectives should a face-to-face event not be possible.


Atas chairman Brian Young said:


CONFERENCE 2020 BIRMINGHAM, OCTOBER 20-21


“We hope that by October we will be in a position to bring together agents and Atas members at our fourth annual conference to improve knowledge and


build crucial relationships. “We will continue to monitor and follow government advice and we hope to be able to confirm more details of


our flagship event in the near future.” i Travel agents can register their interest in attending by emailing: claire.brighton@touringandadventure.com


training, Brighton said a priority was developing the association’s associate membership, with tailored packages based on product focus to allow them to better communicate with both agent and supplier members.


Claire Brighton


travelweekly.co.uk


14 MAY 2020


13


PICTURES: Steve Dunlop


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