Atas reports sales growth via agents outperforms direct

The Association of Touring and Adventure Suppliers (Atas) has reported that the number of bookings and revenue from agency sales has again outperformed direct channels so far this year.

 

Bookings across the touring and adventure sector, with direct and trade sales combined, are up 5% year on year, from January to the end of June, delegates heard at the Atas conference in Newport, Wales.

 

Claire Brighton, Atas director, said: “The great news is, agents, you are outperforming this with growth of 8%.

 

“Looking at revenue for bookings made in 2025, the overall sector is at 9% growth.

 

“But, yet again, agents you are outperforming this with a growth of 14%.

 

“This is on the back of double-digit growth of 10% last year across both direct and trade, so this really is consistent growth.”

 

She said the figures, collated data from a large number of Atas members with the help of partner Radar, have not seen big changes in departure trends, with peaks still in the shoulder seasons of September, October and May.

 

“But you can also see that September has seen a small drop-off from last year…so we could be seeing a shift into April/May time or this could be influenced by the destinations being chosen,” she said.

 

“The obvious highlight for the trade here is surely that there is growth in every month.”

 

All regions except North/South America and Australasia are growing.

 

Italy remains the number-one destination but it has seen a small decline for the first time.

 

The other four top destinations are also seeing some declines – Vietnam (-3%), US (-31%), South Africa (-30%) and India (-4%).

 

However, she noted how other destinations are seeing strong growth and have either entered or remain in the top 20.

 

Peru is up 14%, Costa Rica 6%, Japan 14%, and Morocco is seeing 47% growth – while Ecuador, Malaysia and Sri Lanka have entered the top 20.

 

“Some destinations that may not be in the top 20 from a volume point of view but are seeing some phenomenal growth,” she added, highlighting Kazakhstan, South Korea, China, Oman and Estonia.

 

Looking at average revenue per booking, direct sales for 2026 are outselling agents for the first time.

 

“So, agents, I am setting you a challenge to make sure that this goes back to normal as soon as possible,” she urged delegates at the ICC Wales in Newport.

 

Looking at demographics, those under 40 saw slight drops, while those above 70 saw their share of the market and volumes grow.

 

The proportion of sales that were for solo travel has also dropped slightly, from 44% last year to 42% this year.

 

“Are we seeing the solo bubble burst? Well, no, 42% of bookings is very high and I would take a punt at probably higher than any other sector due to how we have embraced this style,” added Brighton.

 

She said the continued growth in the sector has meant that the association has continued to increase its agency and suppliers membership.

 

Agent membership has grown 20%, on the back of 25% growth last year and 27% the year before.

 

There are now 42 tour operator members, with new members joining since last year: Abercrombie & Kent, Cox & Kings, Fred Holidays, Involved Holidays, Mercury Holidays, National Geographic Lindblad Expeditions, Railbookers, Travel Department and Tui Musement.

 

New associate members include Catalonia, Costa Rica, Estonia, Eurostar and Tunisia, bringing the total to 20.

 

Atas chair Niel Alobaidi, chief executive of Newmarket Holidays, said this conference was the biggest yet for the association, with almost 400 delegates.

 

He noted Google data showing the package holidays were down by 4% while touring and adventure was up 8%, as the sector “shows more resilience” and can “defy the odds, despite the tough climate”.

 

He also hailed the “synergy” between Atas agents and operators who have “an amazing relationship and ongoing huge commercial opportunity”.

 

“I urge all of you to embrace this opportunity to innovate and collaborate – together we can grow this market and make touring and adventure an incredibly important sector in the travel industry,” he said.