The activity and adventure holiday market has come of age and the two areas that are driving it forward are cycling and walking breaks.
As one tour operator said, it is now quite common to see cyclists passing prides of lion or herds of elephant in Kenya. While others cite the ‘Cheryl Cole effect’ after the Geordie songstress gave active breaks the X factor when she climbed Mount Kilimanjaro for Comic Relief.
Active breaks are particularly suited to well-travelled clients looking for a different kind of holiday experience. As Tucan Travel general manager Bec Whiffin explains, active holidays work well for those who aren’t interested in hotels and beach resorts; they may have gone on a rapid fire group tour, but they’re now looking for a slower, more involved experience with a strong, physical element.
Inghams head of trade sales Carol Smallman says: “We can now make packages more flexible and specific to meet individual’s needs.”
This point is echoed by Headwater managing director Catherine Crone. “The products can be sold as a tour only, by train or with flights, and so make for a very flexible holiday.”
Exodus, which along with Explore is increasing its focus on selling through the travel trade, has already seen demand for walking and cycling trips increase by 19% and 20% respectively year-on-year. Demand for active breaks from families is up 29%, representing some great commission opportunities for clued-up agents.
Operators are also expanding their cycling break options to provide clients with more choice. Explore commercial manager Fiona Pearcy says: “There has also been healthy interest in the more obscure tours we offer. People want something different and to be able to tell their friends about their trip on their return.”
Most of the challenges of selling active holidays involve managing clients’ expectations and matching them with a suitable product.
Whiffin says: “If they understand the facilities they can expect, the nature of the activity and the fitness required, they’ll have a great time and agents will have more positive feedback and fewer complaints.”
The point is reinforced by Jayne Cardnell, marketing manager of Solo’s Holidays, who adds: “Take time to find out what your clients’ interests are. It’s important to ensure they join a group of similar age and level of ability.”
If someone is new to this type of travel always suggest the easiest and shortest trip for them. As Brad Atwal, UK manager for UTracks explains: “Clients need to get a taste before investing a lot of time and money. So there is no point in someone signing up for a 10-day walk only to realise on day two they hate it.”
