Fred Holidays joins Atas to ‘amplify brand awareness’ with trade

Fred Holidays has joined the Association of Touring and Adventure Suppliers (Atas) as part of its strategy to “amplify brand awareness” across the UK travel trade.

Tricia Birmingham (pictured), tour operations director, said: “We want agents to think Fred first when it comes to tailor-made touring holidays.

“Our goal is to build deeper relationships with trade partners, expand our reach through strategic networking, stay ahead of emerging trends in touring and adventure, and actively support the continued growth and innovation of the sector.”

Birmingham said 2025 is all about “amplifying” engagement with agents, adding: “We will be increasing the number of incentives and fam trips on offer, stepping up our presence at trade events, conferences and training days – and, of course, spreading the ‘Fred love’ everywhere we go.

“Training and product confidence are vital, so we are investing heavily in agent education to help demystify more complex or unfamiliar product areas – like rail holidays – and make them accessible and profitable for our partners.”

She commented: “We place the trade at the heart of everything we do. Being truly trade-friendly is not just a principle – it is a core part of our DNA.

“We offer full price parity and a strong commitment to supporting agents as valued partners in our mutual growth.

“Our future success is intrinsically linked with that of our trade partners, and we want to make it easy for agents to work with us and allow us to grow together.”

Fred Holidays’ product range spans rail holidays, river and ocean cruises, escorted touring and fly-drive experiences.

“We do not just sell tours, we curate them,” she explained.

“Through our own in-house itineraries and partnerships with leading names like Wendy Wu Tours, G Adventures and Collette, we offer highly flexible, customisable experiences that meet the demands of our modern traveller.”

She highlighted several trends the UK touring and adventure market, noting how Fred Holidays is “perfectly placed” to help agents navigate and benefit from these changes.

“Demand for rail is growing rapidly, driven by sustainability and the ‘slow travel’ movement. Travellers are increasingly choosing complete no-fly holidays or incorporating rail as part of their broader itineraries,” she said.

Other types of holidays seeing growth include hybrid touring holidays – such as rail, cruise, and self-drive – plus sustainable and ethical travel; authentic experiences in lesser-known destinations; experiential and immersive travel; multi-generational and group travel; solo travel; and value, flexibility and confidence.

Its Extraordinary Encounters campaign, launched in April, is showcasing the best of its touring partners – G Adventures, Wendy Wu Tours, Collette and others – and offering trade benefits such as an incentive running to June 26 and training and marketing support from business development managers.

Claire Brighton, Atas director, said: “It’s exciting to welcome Fred Holidays to Atas – they offer an incredible array of touring and adventure options, plus a strong commitment to supporting travel agents make the most out of our sector, so we’re looking forward to learning more about them and seeing them at our events.”

More: Fred Holidays recruits Rachel Wood from Premier Holidays