Adido joins Atas to build stronger relationships with agencies

Digital marketing specialist Adido has joined the Association of Touring & Adventure Suppliers (Atas) to build stronger relationships with agents and suppliers in the sector.

 

Anna Heathcote, content manager at the Bournemouth-based company, said: “We already work with brands across touring and adventure, so joining Atas felt like a really natural fit for us.

 

“We want to be closer to the conversations happening within the sector and the agents selling these trips every day.

 

“There’s a lot we can learn from Atas members, and hopefully plenty we can give back too, particularly around how travellers are finding and choosing brands online.

 

“For us, the membership is really about building good relationships, sharing knowledge and getting an even better understanding of the opportunities and challenges facing the sector.”

 

She said travel agents are “at the coalface” of the industry as they hear what consumers are asking for – and what gets them to book.

 

“From a marketing point of view, that insight is absolutely invaluable,” she added.

 

“We spend a lot of time poring over search trends, digital behaviour and performance data, but hearing what’s happening on the front line gives us a fuller picture.

 

“In turn, that helps us build stronger partnerships with our clients, whether that’s helping an agency become easier to find online, get more from its paid media or improve the digital experience that turns somebody browsing into a genuine enquiry or booking.”

 

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She said the touring and adventure sector is important to Adido because travellers are often choosing far more than a destination or package deal.

 

“They’re weighing up itineraries, experiences, group size and the overall style of trip, so trust and expertise play a much bigger role in the decision,” she said.

 

“The research journey is often longer and more considered, which gives brands and agents plenty of opportunities to inspire, inform and build confidence before someone books.

 

“That’s exactly the kind of complex customer journey where good digital marketing can make a real difference.”

 

Being an associate member of Atas will enable Adido to explain the practical side of digital marketing to agents.

 

“There’s so much noise around SEO, AI, paid media, social, UX and data that it can be difficult to work out what actually deserves your attention,” she said.

 

Chief executive Andy Headington has worked in digital marketing for more than 20 years and regularly speaks and delivers training across the travel industry.

 

“Through Atas, we’d love to bring more of that experience to agents and help them understand what’s genuinely worth focusing on,” she said.

 

Headington is also a co-presenter on the Let’s Talk Travel podcast, alongside Will Plummer, Repayd chief executive, and James Clarke, general manager at Travelzoo UK.

 

“We’re trying to do something different with Let’s Talk Travel,” said Headington.

 

“It’s about real opinions, insight and expertise from people working in travel businesses day in and out, sharing things that are often only discussed in person rather than through a filter of stages or column inches.

 

“It’s about sharing real-world challenges and answers with guests experts like Claire [Brighton, Atas director] with the travel community.

 

“It’s been a blast so far and our growth is ahead of what we’d expected so we are looking forward to building more…with the help of the great Atas community.”

 

Heathcote noted how travellers are becoming  “more considered” about when, where and how they book.

 

“The lates market is still strong, but it’s often driven by a need for flexibility and reassurance rather than simply chasing the cheapest deal,” she added.

 

“Climate change is fuelling the rise of ‘coolcations’ and holidays within the UK, the latter also now a more attractive prospect given the EES queues we have seen at airports across the EU.

 

“And of course, AI and social platforms like TikTok and Instagram are changing how people research and discover travel.

 

“This is where we can help. Adido uses search and customer data to understand what travellers are looking for, identify emerging trends and make sure agents are visible with the right content and campaigns across the wider research journey.”

 

Claire Brighton, Atas director, added: “I’m thrilled to welcome Adido to Atas.

 

“They are keen to learn more about the touring and adventure sector, and our agents can find out from Adido about the latest digital developments and online marketing.”