NEWS delegates attend organisation’s biggest-ever event. Samantha Mayling reports from Liverpool


‘Newbies, seize the opportunity’


Five agents who won a spot to


the Atas experiential conference in Lake Como by entering a


draw at the Italian tourist board stand are flanked by Travel Weekly Group’s Lucy Huxley (left) and Claire Brighton (right)


T Claire Brighton (left) and


Newmarket Holidays’ Niel Alobaidi (right) with attendees from Travel Counsellors, which won two Atas Recognition Awards


rs in their 20s and 30s’ “It’s a lucrative business,” said Armstrong.


“About 48% [of young travellers] will use an agent – there’s an opportunity to get more.” He said business booked by STA Travel –


which collapsed in 2020 – had “by and large” not been replaced by other agents. Furthermore, Gen Z travellers – under-


25s – need more ‘hand holding’, “which offers opportunities for agents”, he added. Armstrong advised agents to market online


and on social media, especially with videos. Hannah Blake, managing director of


social-first publisher Eliza, urged agents to use TikTok. “About 40% of Gen Zs and millennials use TikTok instead of Google,” she said.


From left: Claire Brighton, Atas; Zoe Franklin, Travel Club Elite; Kelly Jackson, TTC Tour Brands


travelweekly.co.uk


wo agents have urged those who are new to the touring and adventure market to


grab “a massive opportunity” by focusing on sales in the sector. Zoe Franklin, sales manager at


Travel Club Elite, and Joan Jones, owner and founder of Once in a Lifetime Holidays, outlined how they reaped the benefits after learning about the sector’s suppliers. They spoke during a session


that was introduced at this year’s conference to target agents new to the market. Travel Club Elite agents began


training with Wendy Wu Tours about 15 years ago, then expanded to companies such as Hurtigruten – and started earning more commission, said Franklin. The Once in a Lifetime team is


a more recent convert to the sector, having been “wowed” at an Atas conference, said Jones. She said staff paid £300-£400


each to join a festive Newmarket trip to Switzerland, to learn more about the sector, adding: “We have got that back 10-fold or 100-fold. “I’ve since done the Inca Trail in


Peru with G Adventures, which was amazing.


“Invest your own time and


money – you won’t look back.” Jones said agents “can get on with


their day jobs” because customers are looked after on an escorted tour. “It’s such a massive opportunity


– margins are increased and booking values are up,” she added. “We’re doing less work for more


money, and our clients are looked after in resort.” Franklin added: “We always get


repeat business as [customers] have faith and trust in you. “Lots of suppliers want to work


with us as we bring the business in. “The more you promote a


particular operator, the more you sell of them, and the more likely you are to get fam trips. “Everybody on our sales team


has been on three or four adventure or touring fams.” Jones will increase her focus on


touring and adventure as customers are becoming “more adventurous” and the mainstream market is a “crowded marketplace”. The session also featured


“myth-busting” presentations from suppliers, highlighting to agents how the sector is not just for older travellers, adrenaline junkies or those with big budgets.


Joan Jones


ATAS AWARD WINNERS


The Association of Touring & Adventure Suppliers named Travel Counsellors as the Touring and Adventure Agency of the Year. The homeworking agency was among the winners of the annual Atas Recognition Awards, which were announced during the conference gala dinner in the Rum Warehouse at the Titanic Hotel. Atas director Claire Brighton was joined on stage by Atas board members to present the awards. More than 400 delegates attended


the two-day event, making it the biggest Atas Conference yet.


AWARD WINNERS E One to Watch Designer Travel


ESustainability Champion Travel Matters


ESocial Media Star Travelosophers


REGIONAL AGENCIES


OF THE YEAR ESoutheast England Fred Olsen Travel


ESouthwest England Miles Morgan Travel


EWales Cartwright Travel


ECentral England Travel Club Elite


ENortheast England Hays Travel


ENorthwest England Gates Travel


EScotland & Northern Ireland Barrhead Travel


EOnline or Call Centre Agency of the Year Travel Club Elite


EHomeworking Agency of the Year Travel Counsellors


EHigh Street Agency of the Year Hays Travel


ETouring and Adventure Agency of the Year Travel Counsellors


19 OCTOBER 2023


15


PICTURES: Sarah Lucy Brown


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52