R
Vietnam is one of Newmarket’s most popular destinations
erator grow in a ‘tough year’ That may mean some agents
having an intensive course on its growing India product, and another agent learning all about Italy. At last year’s first Atas
Conference in Birmingham, Newmarket “majored on India”, Sharman said – adding that the operator will do something different this year. “You need to make yourself stand out at an event,” he said. “If you try to showcase all your wares, you sometimes end up a bit too broad. When you’re visiting agents,
“It’s about drip-feeding – if you deliver too much, you end up delivering nothing”
you might have 10 minutes in the shop. Sometimes it’s quite difficult to get across everything you do. We’ve learned it’s about constantly drip-feeding that information. If you try and deliver too much, you end up delivering nothing.”
Value for money
KEY EVENT: Newmarket’s David Sharman says the Atas Conference is a great place for agents to meet a range of touring specialists in one room
Newmarket wants to be known for covering a wide range of destinations but wants to be considered a specialist in some. India is one example where Sharman says the operator is continuing to carve out a niche. It also aims to cater for all in
terms of price point, with short breaks in Italy from £399 and worldwide cruises for £53,000. “The Newmarket approach is to offer a quality holiday experience that represents good value for
money,” Sharman added. “Value for money doesn’t mean cheap. We think it’s working, because we often have guests ask how we offered so much for the price. “When the customer has a really
good experience they go back to their agent when they return and ask where they should go next.” Newmarket’s core market is
travellers over 50. “It’s a growing market and if you get it right they are incredibly loyal.” Destinations that have done well
this year include Canada, Vietnam, Thailand and Cambodia, according to Sharman. He said river cruising had continued to grow, especially as a result of Newmarket’s recent partnership with A-Rosa, which has seen the operator dedicate its river cruise programme to the line and its ships. The number of small-group
tours Newmarket has on offer has also continued to rise throughout the year, after a concerted effort to focus on the area. “With smaller groups, you have
more flexibility,” said Sharman. “If you’ve got a minibus of 12 people
rather than a coach of 50, it gives you more options.”
Sharman said the rise of small-
group tours could also help quell the fears of overtourism in some major destinations. “People will always want to go to those iconic places,” he said. “But increasingly we are seeing guests want to do something a little different. As part of the touring sector, and an industry, we have a responsibility to make sure we care for the destinations we take our guests to and have their best
interests at heart.” › Comment, page 30 › Destinations, page 50
David Sharman
14 June 2018
travelweekly.co.uk 15
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PICTURES: ISTOCK; MATT SPRAKE
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