FRONTLINE
JENNIFER LYNCH general manager of ArrangeMY Escape in Worcester
Last week I had the pleasure of attending
one of the hottest events in travel right now: the Atas Conference. This year it was held in Newport at the stunning ICC, part of Celtic Manor, and once again proved why it’s one of my favourite industry gatherings. The mix of insightful facts, supplier connections and top-class entertainment makes it a highlight in my calendar. For us as agents, touring and
adventure really is a dream sector. With price parity across the market, ready-made itineraries, consistently strong client feedback and excellent value – plus solid commercial benefits – it’s a no-brainer to champion Atas and its members. I’m more motivated than ever to promote touring to my customers.
TREND-SPOTTER I’ll admit it: I’m a bit of a geek when it comes to facts and figures. I love spotting trends and seeing how they reflect what we’re experiencing in- store. At the conference, Sri Lanka was the clear front-runner, followed by Morocco, Vietnam, Peru, Borneo and Costa Rica – and they’re all popular with our own customers right now. Interestingly, the US continues to underperform, again aligning with the wider data shared. Looking ahead, places such as Kazakhstan, South Korea, Estonia and Belize were flagged as “ones to watch” for the next 24 months.
26 25 SEPTEMBER 2025 AGENT
Family touring, set-jetting and
noctourism – the Atas Conference was as inspiring as ever
A big takeaway was the
opportunity for family touring. Like many, I’ve been guilty of not suggesting it enough, automatically leaning towards the classic beach break. But hearing live testimonials highlighted how much children love exploring, learning and adapting to new environments. More specialists are moving into this space, and it’s an area I’ll be developing further. A new concept for me was ‘set-
jetting’. It’s a powerful trend, with shows like Emily in Paris boosting flights to the city by over 155%. Similarly, White Lotus and Race Across the World have inspired customers who might never have
considered those destinations before. To tap into this, here are three simple tips: 1) Spot trending destinations quickly. 2) Share or post about them within two-three weeks of a show airing.
3) Create a ‘Trending Now’ or ‘As Seen on Screen’ section on your website.
REACH FOR THE SKY Another term I learnt was astro/ noctourism experiences centred around the night sky. Whether it’s stargazing, northern lights trips or evening treks, demand for these experiences is growing, and an area worth paying attention to. Expedition travel was another major theme. This year I sold my first expedition cruise and realised how much there is to learn – the sector excites customers who want to enjoy once-in-a-lifetime moments. Expedition doesn’t always mean icy landscapes – just 1% of people will ever see Antarctica. Customers increasingly want to be different, and expedition travel is the answer. We just need more guidance as agents on how best to market it. A huge congratulations to Claire Brighton and the Atas team – what a force you’ve built. Touring is such a win-win for agents and customers, and I encourage everyone in the industry to get behind it.
SERVING UP SALES INSPIRATION
We recently hosted our first client event outside the store, in partnership with Wendy Wu Tours. With Asia in such high demand, the timing was perfect. We chose a cosy
Asian restaurant and invited 14 carefully selected customers, who listened to Chris So Woon Yuen, Wendy Wu’s Midlands business development manager, deliver an inspiring presentation over dinner. The very next day, we converted an £11,000 booking thanks to the event. It was intimate, engaging and such a worthwhile investment – I’d highly recommend doing something similar. Next up, we have a Regent Seven Seas exclusive dinner, and I can’t wait.
Atas Conference-bound with my colleague Joanna Guest (left)
travelweekly.co.uk
Andrea Clare HelenJen i eSharon Colin Andrea Clare Helen f r
Jennifer diary diary Sharon Colin
Jennifer
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