selling tips


How to sell... women-led tours


As the popularity of female-led travel continues to grow, Qin Xie asks expert operators for their selling tips


Women-led tours have become a huge growth sector over the past few years. Responsible Travel, for example, saw a LQFUHDVH LQ ERRNLQJV IRU VXch WRXUV LQ DQG D


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Highlight the positive social impact: Women-led tours can have a direct impact on the local economy. “In the countries we visit on our Women’s Expeditions, such as Morocco, India DQG -RUGDQ ZRPHQ DUH R़HQ VWLOO GHSHQGHQW RQ WKHLU SDUWQHUV or families,” says Intrepid’s general manager of global product, Erica Kritikides. “Travelling with a local female leader and visiting women-owned businesses helps money go directly to VXSSRUWLQJ WKHP DQG FDQ JLYH WKHP ਭQDQFLDO LQGHSHQGHQFH IRU WKH ਭUVW WLPH ौLV PHDQV QRW RQO\ D EULJKWHU IXWXUH IRU WKHP EXW SDUWLFXODUO\ LPSRUWDQW D़HU WKH SDQGHPLF VۑW, ە WKHLU IDPLOLHV WRR with various reports, including analysis by the UN, showing WKDWbZRPHQ ZHUH GLVSURSRUWLRQDWHO\ DਬHFWHG E\ &RYLG


Sell the unique insights to be gained in the destinations: “ौHUH DUH FRXQWULHV ZKHUH KDYLQJ D IHPDOH JXLGH LV VWLOO UDUH EXW you’ll gain insights into daily life and culture that you otherwise wouldn’t,” Tim Williamson, customer director at Responsible 7UDYHO H[SODLQV “:H R़HQ H[SHULHQFH VRPH GHVWLQDWLRQV WKURXJK D PDOH JD]H ZKHUHDV ZRPHQ OHG WULSV FDQ RਬHU DQ alternative narrative and a richer, fuller picture of a destination.”


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Showcase exclusive access: In the case of women-led, ZRPHQ RQO\ WRXUV XQIHिHUHG DFFHVV WR IHPDOH RQO\ VSDFHV FDQ make the trip hugely rewarding from a cultural point of view. For example, Intrepid’s tours take full advantage of this by including travel in a women-only carriage on India’s metro system or visiting an all-female monastery run by Buddhist nuns. And of course there are opportunities to meet interesting, inspiring women. On Insight Vacations’ women-only tour of Iceland, ਭUVW Vۑ\UWQXRF JXHVWV PHHW WKH IHPDOH IRXQGHU RI RQH RI WKH microbreweries and one of the few female glacier guides.


Recommend these trips to solo travellers: As with any escorted tour, women-led trips are great for solo travellers, in particular women travelling to destinations where they may not feel comfortable on their own. Safety aside, these VPDOO JURXS WRXUV RਬHU D QLFH G\QDPLF IRU OLNH PLQGHG SHRSOH WR ERQG RYHU D WULS “0DQ\ FOLHQWV NHHS LQ WRXFK ORQJ D़HU WKH holiday and plan subsequent ones together,” says Ramblers :DONLQJb+ROLGD\VbSURGXFW PDQDJHU $PEHU 3DULVK 6PLWK


Highlight the benefits for everyone: It’s worth noting that women-led tours don’t necessarily mean women-only. Tours vary from operator to operator and while many do cater for an exclusively female clientele, others are open to everyone. ौLV PHDQV WUDYHOOHUV FDQ VWLOO EHQHਭW IURP WKH DGYDQWDJHV RIbDbIHPDOH OHG WRXU ZKLOH WUDYHOOLQJ LQ D PL[HG JURXS


April 2023 11


PICTURES: TEGAN & NATHAN


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