Abercrombie & Kent and Cox & Kings join Atas to reach wider audience

The Abercrombie & Kent Travel Group has joined the Association of Touring and Adventure Suppliers (Atas) to raise awareness about its offering and boost support for agents.

 

The membership covers both the Abercrombie & Kent and Cox & Kings brands, which offer premium, tailormade tours.

 

Bryony Boulter, UK head of trade sales, said: “We’ll be able to increase our visibility and communication channels as well as expand the education and support we provide our agents. 

 

“Travel agents are absolutely crucial to Abercrombie & Kent Travel Group. Their expertise and trusted network allow us to reach a wider audience and deliver exceptional customer experiences.

 

“The expertise and care that travel advisors provide is invaluable. Agents are not just a sales channel but are strategic partners who help us deliver seamless, meaningful travel experiences to clients.”

She noted that touring and adventure travel have always been “at the heart of what both Cox & Kings and Abercrombie & Kent stand for”, adding: “Our clients want to go beyond the surface, and this sector allows us to deliver journeys that are rich in culture, discovery, and connection.

 

“Specialist-led tours and itineraries venturing more off the beaten path are integral to Cox & Kings, a brand where history, depth and authenticity are at the core of its offering.

 

“And ‘Adventure by day, luxury by night’ is Abercrombie & Kent’s founding ethos and so combining the thrill of exploration with exceptional service and touring is something we have built on since the beginning.”

Commenting on trends, she said solo travel now makes up more than 25% of all Cox & Kings travellers and this is continuing to grow.

 

“For example, solo travellers joining our Uzbekistan: The Golden Road to Samarkand tour have increased by 259% from 2024 to 2025,” she said.

 

“Abercrombie & Kent is experiencing a strong trend towards emerging and less obvious destinations as well as travellers choosing to explore outside of peak months.

 

“We’re also seeing growing demand for more personalised experiences and bespoke travel moments.”

 

She highlighted how Cox & Kings was established in 1758, and now offers personalised holidays, luxury tours, adventure trips and business travel.

 

Meanwhile, Abercrombie & Kent has offered bespoke travel for six decades, with a “personal touch that makes our journeys remarkable”.

 

She noted that agents are “the engine of our success” for Abercrombie & Kent: “Our on-the-road sales teams provide 24/7 support to agents as part of a formidable network of more than 2,500 staff, in 60 offices, in 35 countries, on all seven continents – so you can sell A&K with confidence.”

She said the group offers agents training, fam trips, marketing support, an on-the-road team of four, incentives, price parity and a personal booking service, with the same advisor from the start to finish of the customer’s journey.

 

Boulter also highlighted new tours that tap into current trends, including Cox & Kings’ Piedmont tour led by writer and chef Valentina Harris, and Abercrombie & Kent’s Pure Amazon itinerary, aboard A&K Sanctuary’s state-of-the-art riverboat, Pure Amazon, which launches in mid-2025.

 

Claire Brighton, Atas director, said: “We delighted to welcome the Abercrombie & Kent Travel Group.

 

“Both brands have incredible heritage and offer fabulous itineraries – plus great trade support – so it will be exciting to find out more about them now they are members.”