DESTINATIONS HOW TO SELL | ESCORTED TOURS


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If you’ve never sold a touring or adventure holiday before, now’s the time to get to grips with this growing sector, says Katie McGonagle


here’s a lot of pressure to pick up a new skill during lockdown, with endless advice columns and YouTube tutorials piling on the guilt about how you should be using your time to the fullest. But if all that feels a bit overwhelming, how about applying the skills you already have to a new and expanding sector? The Association of Touring & Adventure Suppliers (Atas) has released the first in a series of training videos for agents who are new to this market on how to improve their knowledge and up their sales. Atas director Claire Brighton says: “Atas will be bringing our agent members some great new training tools over the coming weeks. These videos are an easy way to learn about the touring and adventure sector, including different styles and sizes of tours, special-interest focuses such as food and wine, and practical tips on how to identify touring and adventure customers. We hope they will help you now and when we are all back together as an industry again.” You can watch the New to Touring and New to


Adventure videos at facebook.com/ATAStravel, and look out for upcoming training on solo travel, cultural and historical trips, wildlife tours and more. To help get you started, we’ve canvassed the experts for their advice on breaking into this market.


UNDERSTAND THE ADVANTAGES There are numerous benefits that set this style of travel apart from any other. Cosmos sales and marketing director Janet Parton says: “Tour operators take care of all the details and initial research for the tour. They book the ground arrangements – hotels, transport, tickets, access to venues, meals and more – and many also book flights. Everything is arranged so guests can focus on having new experiences.” That’s a huge advantage for travellers of all ages –


from time-poor millennials wanting to pack in as much as possible, to retirees looking for a hassle-free trip. The tour manager is at the heart of that organisation, and anyone who’s been on a group tour knows the guide is the biggest make-or-break factor of a trip. You can’t choose the individual in advance, but you can recommend companies you trust to work with friendly, knowledgeable and experienced people. “A great guide can mean the difference between a


traveller seeing a destination and really experiencing it,” says G Adventures’ Kerry Anne Naughton. “Our ‘chief experience officers’ offer insider knowledge on the best local places to eat, tips on areas most travellers wouldn’t know to visit, and explanation about local culture.” There are more specific benefits for certain sectors of your audience – older clients might find porterage


² travelweekly.co.uk 30 APRIL 2020 21


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