G Adventures founder Bruce Poon Tip said travel agents have “an incredible opportunity” to help transform the lives of people in need overseas.
“You can educate consumers,” he told delegates during his keynote speech.
Poon Tip said about 10% of consumers will want something different when buying a holiday – more than a price-driven commodity.
“That’s the magical moment. They will spend more money and come back and be loyal if you sell on the experience,” he said.
“Too many people overseas live in poverty. The tourism industry is missing a great opportunity to be the biggest form of wealth distribution ever seen.
“In 10 years, tourism will grow to be 10% of global GDP – worth $10 trillion – and see 1.8 billion people travelling each year.
“You have the customer right in front of you every day and you get that one opportunity to sell them an experience.”
He highlighted G Adventures projects which blend the customer experience with social enterprises like Women on Wheels, which trains women to be chauffeurs for G Adventures customers’ airport transfers in India, Oodles of Noodles, to help street kids learn cooking, and Bike with Purpose where school children lead guided island tours.
Pictured from left: conference moderator Lucy Huxley (Travel Weekly Group); Bruce Poon Tip; and Atas chairman Paul Melinis (APT).