Exodus Adventure Travels introduces premium range The Signature Collection

Exodus Adventure Travels has introduced a range of premium tours called The Signature Collection after identifying growing demand for immersive trips and “unique” experiences.

 

Twelve itineraries will be introduced initially, before the range is built up to a total of 35 by December.

 

Exodus managing director Sally Cowdry said the trips, which command a higher selling price than those in the operator’s core range, have the potential to be valuable for the trade.

 

“It’s a higher price point, so that’s a revenue opportunity for travel agents and it’s something different they can talk about with their clients who are looking for these kinds of more immersive, distinctly different experiences,” she said.

Each trip is based around five elements – Signature Experiences, Signature Stays, Signature Days, Signature Guides and Signature Legacy – and the first departures will be in early 2026.

 

Cowdry revealed the decision to create the new range was made in recognition of the touring and adventure sector’s double-digit annual sales growth, with another factor being an increased demand for experiences among Exodus’ travellers.

 

“This demographic wants to prioritise experiences,” she said. “It wants authentic cultural deep-dives over traditional gold-tap luxury. They want to get closer to the real people and they want to get involved with community engagement.”

 

She said there had been an attempt to create end-to-end premium trips featuring accommodation and experiences that are not available elsewhere on the market.

 

“It’s very hard to find things that are completely unique in travel, but we’re trying to offer experiences we don’t believe other operators are offering,” she added.

 

Product and commercial director Ben Colbridge said an example of this approach would be the Japan itinerary’s inclusion of a night’s stay in a monastery.

 

“You go from four or five-star accommodation in Kyoto and then we plunge people into a monastery – it’s no frills and no luxuries because it’s a working monastery,” he said.

 

“All of the food is vegan. You’re met by Buddhist monks and join in the chanting and worship and everything that comes with it.

 

“We’re not afraid to plunge people into really immersive accommodation because that’s the way to really get under the skin [of a destination].”

 

The trips will have durations of between seven and nine nights, with travellers spending considerable time in each location.

 

“We have very big ambitions for this portfolio,” said Cowdry. “It will be about 10% of our [total product offering], but we think it will account for significantly more than 10% of our revenue.”

She added that further new developments could be introduced in the future as part of the operator’s ambition to “continually innovate”.

 

“We want to fulfil emerging trends and existing trends where we have opportunity, so we are really ambitious in this space and this is the first really significant new collection,” she said.

 

A launch webinar for the trade is scheduled for November 27.