From adventure travel and wellness retreats to ecotourism and cultural immersions, niche travel is booming, says Arundel Travel’s Helen Parry
There’s an old saying in the travel industry: cut me in half and, like a stick of rock, you’d see ‘travel agent’ written through the middle of me. It’s true – travel is more than just a career; it’s a way of life.
Over the past few weekends, I’ve been lucky enough to spend time with every generation of my family, sharing and listening to their incredible travel stories. What’s struck me the most is just how different each generation’s travel experiences are.
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I remember my first overseas holiday like it was yesterday. I was 12 years old when my parents took me to our local travel agent. We were greeted by a friendly man who, in those days, was allowed to smoke at his desk! With a warm smile, he introduced us to the wonders of Majorca, painting a picture of beautiful Puerto Pollensa.
The thrill of booking
That day was a turning point for me. His enthusiasm was infectious, and I knew, in that moment, that I wanted to be a travel agent. The excitement of booking through a professional who made us feel special, the thrill of stepping onto a plane and the simple joy of discovering a new place were unforgettable.
There was no internet, no glossy brochures and no online reviews to consult. We simply trusted the travel agent’s advice and went for it. Back then, holidays were mostly about mass-market destinations – there was little knowledge of anything different.
Fast forward to today and the travel landscape couldn’t be more different. This month, I’ve been teaching my students about specialist tourism, and it’s been eye-opening to explore the surge in unique, tailored experiences. From adventure travel and wellness retreats to ecotourism and cultural immersions, niche travel is booming.
The biggest change? Access to information. When I was 12, we had to rely on the word of a travel agent. Now, in half an hour, I can learn everything I need to know about a destination through Instagram, TikTok and travel blogs. It’s incredible how social media has revolutionised the way we research and experience travel.
This is our moment
Somewhere along the way, though, we’ve forgotten how powerful these niche travel experiences can be. Long-haul tours, expedition cruises, unique cultural immersions – these are no longer just for the wealthy or the retired.
As travel agents, this is our moment. We need to take this shift by the horns and showcase what we can do. The world has changed and so have customer expectations. They don’t just want a holiday – they want an experience. They want insider knowledge, they want confidence in their booking, and they want personalised service.
This is where we shine. We have the expertise, passion and industry connections to bring incredible trips to life. Whether it’s a complex, multi-stop itinerary, an Arctic expedition, or a once-in-a-lifetime luxury cruise, it’s up to us to show people they don’t need to spend hours scrolling online to find the perfect trip – we’ve done the work for them. It’s time for us, as travel agents, to take the lead in shaping those experiences.
Don’t sign up to events if you don’t intend to go
We are incredibly lucky to have local evening events that keep us connected with the latest industry trends. Unfortunately, I’ve seen some disappointing news this week: agents signing up for events but failing to attend. It’s frustrating and, frankly, a little embarrassing. While I understand that some cancellations are unavoidable, it’s disheartening when groups of five or six fail to show up.
Having worked as a trade representative for Jet2holidays, I know how demoralising it is when people don’t come, disrupting carefully made plans. These events take time, effort and investment from suppliers who want to support agents like us. So, from one agent to another – please don’t sign up if you don’t intend to go.