The latest updates from the Association of Touring and Adventure Suppliers (Atas) conference highlight promising growth in the touring and adventure sector, driven by price parity and strategic focus.
- Atas delegates laud the stability in pricing within the touring sector as a major advantage over other travel markets.
- Industry leaders emphasise the substantial growth opportunities available in touring and adventure tourism.
- Agents report increased bookings and customer interest in touring and adventure holidays, attributing success to strategic support and engagement.
- Discussion at the Atas conference reveals that effective social media engagement and real-life content drive consumer interaction and bookings.
The Association of Touring and Adventure Suppliers (Atas) conference brought to light an optimistic outlook for the touring and adventure sector, with delegates praising its resilience against rampant discounting issues prevalent in other travel domains. Vicky Billing from Riviera addressed this, affirming, “We do not have discounting worries in touring like other sectors.” This stability offers a unique advantage for agents who can confidently promote these holidays without undermining prices.
Paul Hardwick, representing Fred Olsen Travel, articulated the sector’s financial promise by indicating, “The average booking value is high, margins are good and price parity is key.” This sentiment was echoed across the conference, highlighting how price parity not only preserves value but also bolsters agent earnings through higher booking values.
Agents like Zoe Franklin and Darryl Gardner have strategically pivoted towards touring and adventure packages due to the apparent growth. Their agencies now derive significant portions of their business from these sectors, demonstrating the tangible benefits of focusing on this expanding market. Franklin noted a noteworthy increase in her agency’s touring business to 17-18%, while Gardner’s contribution rose to 25% following adaptive strategies post-pandemic.
A collective appreciation for Atas’s role in this success was evident. The organisation supports agents with resources ranging from training modules to destination experiences, such as the impactful trip to Lake Como. Their proactive approach to equipping agents with vital knowledge and contacts is effectively facilitating market growth.
The influence of social media as a marketing tool was underscored by Becky Francis from Quark Expeditions and Andrew Regan at Exodus Travels, who advocated for authentic content. Engaging with consumers through genuine experiences on platforms like Facebook and Instagram appears more effective than traditional advertising. Hannah Blackmore’s personal branding strategy also highlighted the potential of blending professional insights with personal engagement to drive interaction.
The Atas conference underscored the strategic strength and growth potential within the touring and adventure sector, driven by stability in pricing and innovative engagement strategies.
