Sister brands Oasis Overland and Encounters Travel have joined the Association of Touring and Adventure Suppliers, known as Atas, in a strategic move aimed at enhancing their engagement with UK travel agents. The partnership is poised to boost sales by leveraging agents’ networks.
Founded in 1997, Oasis Overland offers adventurous tours across continents and has been under the ownership of Uncover the World Travel since 2021. Together with Encounters Travel, they aim to create exceptional experiences for adventure enthusiasts while ensuring sustainable tourism practices. By collaborating with UK agents, they seek to expand their reach and provide unparalleled service.
Sister Brands and Strategic Alliances
The incorporation of Oasis Overland and Encounters Travel into the Association of Touring and Adventure Suppliers (Atas) marks a strategic advancement for these sister brands. This alliance is poised to enhance their connectivity within the UK travel agent community. Founded in 1997, Oasis Overland specialises in adventurous tours across various continents, and its acquisition by Uncover the World Travel, the parent company of Encounters Travel, in April 2021 has solidified their unified market approach.
Encounters Travel emphasises adventure while fostering positive impacts through local community engagement. The brands boast a robust support system with 25 back-end staff and several hundred partners, including guides and drivers. This infrastructure supports their operation of adventure trips with Encounters Travel managing approximately 2,000-3,000 passengers annually, while Oasis Overland handles 750-1,000 passengers.
Role of UK Travel Agents
Marketing director Danniell Saunders underscored the critical role of UK travel agents in reaching and supporting their target audience — adventurous UK travellers. He emphasised, “UK travel agents will play a crucial role in helping us reach, engage, and support our target audience.” In joining Atas, Oasis Overland and Encounters Travel demonstrate their commitment to providing exceptional travel experiences while adhering to industry best practices and regulations.
By collaborating with UK agents, the brands anticipate accessing valuable resources, training, and networking opportunities, which in turn will enhance their service and customer experiences. The partnership aims to broaden their audience, ensuring customers receive quality support throughout their travels.
Initiatives and Future Plans
Both brands plan to participate in as many Atas events as possible. This involvement will include offering fam trips in 2024, enabling agents to better understand their products through firsthand experience. Additionally, training and incentives will be provided, along with marketing support, to further arm agents with the tools they need to effectively sell these adventurous travel options.
For 2024, both Oasis Overland and Encounters Travel are taking steps to diversify their offerings. They will introduce new destinations and itineraries to cater to a wide array of interests while focusing heavily on sustainability. This decision aligns with a broader trend in the market for more personalised and environmentally conscious travel experiences.
The brands have noticed a shift in travel patterns, with an increase in the demand for extended overland trips, those lasting 10 weeks or more. These require significant planning, prompting earlier bookings. In contrast, shorter trips are witnessing more last-minute bookings due to uncertainties about destinations.
Market Trends and Challenges
The eruption of conflict in the Middle East, particularly in Gaza, has presented challenges in key markets like Egypt, Jordan, Israel, and Lebanon. Despite these obstacles, there is still a robust interest in bucket-list destinations. However, travellers are now more critically assessing safety and security, influencing booking decisions.
Danniell Saunders commented on this trend, stating that while uncertainty remains, there’s a notable increase in web visits and enquiries, evidencing the lasting allure of these destinations. This trend highlights the need for travel operators to remain agile and responsive to external factors influencing travel behaviour.
Aligning with Core Values
Adventure travel is deeply personal, fostering genuine connections and enriching experiences, according to Saunders. He articulated that it goes beyond simple sightseeing, creating bonds with local communities and contributing positively to livelihoods. This aligns closely with the brands’ core values of exploration, authenticity, and sustainability.
The partnership with Atas also aligns with ethical tourism, as it supports initiatives like Atas’s sustainability hub. Saunders noted that promoting responsible travel practices not only benefits the environment but also enhances the experience for customers.
The brands strive towards integrating sustainable practices into their operations by reducing single-use plastics and supporting local economies through responsible tourism initiatives. These efforts reflect a commitment to minimizing their environmental footprint and preserving natural resources.
Support from Industry Stakeholders
Claire Brighton, director of Atas, lauded the decision of Oasis Overland and Encounters Travel to join their ranks. She remarked, “Together we can support agents wanting to offer their clients immersive and authentic tours.” The brands’ partnership with Atas is seen as a testament to their advocacy for sustainable tourism.
She also highlighted that Oasis Overland and Encounters Travel are eager to share their holiday offerings with agents, reinforcing the impact of sustainable tourism in a range of destinations. This support underscores the essential role agents play in delivering enriching travel experiences.
As Oasis Overland and Encounters Travel integrate into the Atas network, they are positioned to leverage this alliance to enhance their offerings and market reach. With a focus on sustainability and positive community impact, these brands remain committed to enriching the travel experiences of their customers through meaningful partnerships.
The collaboration with UK travel agents promises to be fruitful, ensuring customers have enriching travel adventures while addressing safety and security concerns. By focusing on sustainability, the brands contribute significantly to responsible tourism, fostering a connection with their destinations and clients alike.
