Collette is to relaunch its Explorations product this summer, as it anticipates growth in the small group tours market.
The escorted touring specialist will roll out the new programme, which includes a new website -explorations.com – on August 7.
As part of the re-launch, the limit to the number of guests on each trip will be 19, down from 24.
The operator describes its Explorations brand, one of six different ‘styles’ of trip it offers, as a chance to experience “real cultural immersion”.
Director of product design Diana Ditto said the move was about helping customers get more off the beaten track.
Speaking in a panel discussion at Collette’s Future of Travel conference, to celebrate its 100th anniversary, she said: “There is an experience economy where customers are demanding authentic experiences.
“Travellers want to actively engage in the destination they are visiting. They don’t just want to eat the food, they want to make it.”
She also said it had become more difficult to offer unique products to travellers than ever before. “It’s becoming harder and harder in the information age,” she said. “You really need to go there and experience it.”
The trend of customers wanting something different, and the threat of overtourism, has led to a rise in “secondary destinations,” Ditto added.
She said: As travelling in Europe becomes more accessible, you can go to anywhere on the map. We are seeing the secondary destinations come out of the woodwork.”
More: Collette ups travel trade activity with expanded UK sales team
Take a look at the new Atas website: touringandadventure.com