UK travellers are growing ever-more likely to take an adventure travel holiday, according to research published last month.
The report, A Passport to Adventure, valued the UK outbound tour operator market for adventure travel at £180 million per year and it predicted a 70% increase over the next three years.
The report was commissioned by the TUI Travel-owned companies in the sector, which, combined with the adventure powerhouse Explore, make up more than half the market.
But while the adventure market is ripe for the picking, last month TUI Travel adventure managing director Colin Stump told Travel Weekly a lack of knowledge is holding agents back.
Make the most of this massive sales opportunity by checking out the major players and their plans for this year.
Explore
It is the biggest single player in the market – and 2010 is the year that Explore plans to reach out to agents.
Having previously concentrated mainly on direct sales, the company is targeting agencies with more brochure releases and mail shots.
It offers a minimum 10% commission and features product worldwide with trips styles as wide-ranging as trekking, family, cycling and history.
The average client is in their late 40s, though the more extreme or active tours will attract younger travellers. First-timers mainly choose a general trip, with regulars opting for the specialist itineraries.
New trips for 2010: Jungle adventures in Guyana, historical explorations to Malta, a trip to Yala National Park in Sri Lanka, and the Tien Shan Trek in Kyrgystan – ideal for those who want to go one better than Kilimanjaro. New family adventures in Bulgaria, Indonesia and Morocco. explore.co.uk0844 499 0904
Exodus
Walking, cycling, photography, wildlife holidays – Exodus tours with many different focuses can be found almost everywhere in the world, bar Australia and Canada. It offers special solo departures, and a choice of itineraries from multi-activity and roughing it off the beaten track, to more relaxed programmes. Commission rates are from 12%-25%.
New trips for 2010: Due to popularity, Exodus has increased its cycling trips, adding both gentle and tougher itineraries in France and Spain, and shorter weekend trips. There is also a new Syria trip, a new trip to Sri Lanka also featuring Yala, and an alternative, quieter route up Kilimanjaro, so clients can avoid the more crowded main path. exodus.co.uk020 8772 3718
The Adventure Company
With tours in 65 countries, The Adventure Company offers a variety of trips to appeal to different clients.
The standard Worldwide collection attracts a mixture of single young professionals and early-retired couples, but many older couples also go for the extra comfort and higher standards of accommodation available in the Adventure Collection tours. Its family collection has a bias towards those with active teenagers. New agents start at 10% commission.
New trips for 2010: Due to customers’ feedback there are no longer any local payments to be made on arrival at each destination – the headline price is now the full price. There are 13 new tours including Gastronomy and Gauchos in Argentina and Chile and dogsledding in Finland. adventurecompany.co.uk0845 609 0479
Imaginative Traveller
Offering small group adventures across the world and aiming to give an authentic experience of any country, Imaginative Traveller caters for all age ranges, but the core of its travellers are over-50s and fast-living urbanites.
On top of the usual basic to comfort grades of trip, it also offers honeymoons and tailor-made private journeys for those who want an extra-special adventure. It won’t reveal commission rates.
New trips for 2010: Nine new countries this year, including Burkina Faso, Colombia, Corsica and Lebanon. The range of activities offered has expanded too, now including ice-climbing, cross-country skiing, and walking with lions. imaginative-traveller.com0845 077 8803
Gap Adventures
With 80% of its UK sales through agents, Gap is committed to the trade.
It won’t disclose commission rates, but partners with Trailfinders, STA, Travel 2, Flight Centre and smaller independents to provide adventure tours.
It sells tours on all seven continents; this year Asia and Africa overland journeys are performing well so far, as is the new Europe programme. It attracts younger travellers but the most expensive tours appeal to an older market.
New trips for 2010: More than 200 new trips including sailing in Thailand and a Pretoria to Durban World Cup Overland adventure. It also has eleven new ‘Planeterra’ voluntourism itineraries, while new trip style You Only Live Once specifically designed for 18-30-somethings is proving very popular. gapadventures.com/agents0844 410 5555
Intrepid Travel
Starting out with trips in Asia, Intrepid now covers the world. It attracts travellers who like to be immersed in local cultures, and though there are ‘comfort’ options, many of its trip types require camping and local transport. The average age of an Intrepid traveller is 35.
New trips for 2010: Intrepid has added 17 trips to its Family Adventures brochure, extending these to destinations such as Jordan, Turkey, Croatia, the Arctic and Latin America. Also new are European departures of its Urban Adventures mini-tours, which are led by locals. intrepidtravel.com/agents020 7354 6170
Tucan Travel
Paying agents around 15%-20% commission on its large tour range, Tucan started as a Latin American specialist and has some tours lasting up to 128 days.
Since 2008 it has also offered Europe, the Middle East, Africa and Asia. Tucan leans towards the younger end of the market, with most travellers aged 25-45.
New trips for 2010: A range of new adventure tours in Eastern Europe, visiting Croatia and the other Balkans, the Baltics and Russia. tucantravel.com020 8896 1600
Dragoman
Overland specialist with itineraries from 11 nights to 47 weeks in Africa, Latin America and Asia. It also offers some shorter, non-truck trips using local transport, family adventures and volunteering holidays for those who want to give back to the communities.
New trips for 2010: Luxury overland trips in Nepal and Tibet; four and five-star hotels instead of camping, a luxury air-conditioned vehicle instead of a truck. When camping, it’s all set up for clients. Also new is a route through Asia, visiting China, Laos, Cambodia and Thailand. dragoman.com01728 861133
Trek America
North American specialist that leans towards the younger, lower-price market. It offers 18-38’s trips and there are some family itineraries. Offers a wide range across the US including Alaska and Canada, with a couple of Latin American options, and pays 10%-20% commission.
New trips for 2010: ‘Xtra’ adventure trips in Canada and New England. These offer a larger range of adventure activities such as ziplining, whale-watching, canoeing and rock-climbing within the price, so clients can budget in advance more easily. A new Twilight tour, inspired by the film, visits film locations around Portland and Seattle. trekamerica.co.uk0845 313 2614
