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Richard Forde


trumpet its good value’ 29


Number of UK departure airports offered by Newmarket


offering price parity between holidays sold offline and online. For 2018, Forde revealed it


will be going even further by introducing a “price promise” and refunding any price difference to clients if they see the same holiday being offered cheaper by a rival escorted tour operator. Forde said this demonstrated


the company’s confidence in the value of its tours, which now include river cruises.


Current market


Like many operators, Newmarket has seen demand dip for the US this year. Most escorted tour operators feature a range of destinations, which helps mitigate any such impact of a downturn in demand for specific tours.


Forde said: “When we had economic problems in Greece two years ago, we switch-sold clients and concentrated on other tours. “There has been less demand


for the US this year but we have seen growth in India, Italy, Norway, Ireland and other destinations perceived to be safer.” Forde is confident the US will bounce back, adding: “The US has seen a dip but I would expect that to wear off and for the US to pick up again later in the year.” Operators also need to be


reactive and recognise the impact that TV shows, for example, can have on the popularity of tours,


said Forde. This was illustrated by The Real Marigold Hotel BBC TV documentary, which significantly boosted interest in India.


Challenges


As with all markets, there are challenges. Choosing tours that are new and capture the public’s imagination can be tough. Forde said: “When you are planning 18 months in advance you have to hope the tours chosen are ones customers will want and


that agents can confidently sell, and that the demand is enough to fill a tour and make it work. “Some trips don’t take off, but


then you find something that works, like India. We launched


India five years ago with one itinerary. It has five this year and


will have eight in 2018.” › Comment, page 34 › 10 of the Best short tours: Destinations, page 44


Association of Touring & Adventure Suppliers: ‘Atas was what the sector needed’


The launch in April this year of the Association of Touring & Adventure Suppliers (Atas) has been tipped to benefit sales in the sector, in the same way as cruise has been helped by Clia. “Atas will give the sector greater awareness and a sense of focus.


It was what the sector needed,” said Richard Forde of Newmarket Holidays, one of the founder members of Atas. “It will become more like Clia and do what Clia has done for cruise


for the escorted tours sector. In time the Atas logo will start to mean something to customers. We are starting to include it on brochures.” In the past, escorted tour operators have tussled for space on agents’ shelves with mainstream winter and summer-sun programmes. “Atas will make agents more aware that escorted touring needs to


be treated as a separate genre,” said Forde. He believes Atas will play a major role in helping agents through the minefield of products available. “For agents, there is a lot to learn. We


do training sessions and agents often say: ‘Wow, I didn’t know you did that’,” he said. The rise in on-the-road sales staff


shows the value that operators in the sector place on the trade, Forde added.


15 June 2017 travelweekly.co.uk 17


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PICTURES: NEWMARKET HOLIDAYS


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