Long-haul tour operator Holiday Architects is to take a gradual approach to working with travel agents in order to “get it right”.
The direct-sell specialist announced it would work with the trade for the first time following its merger with Experience Travel Group under new umbrella brand Inquisitive Traveller.
Managing director Andrew Hunt said the group would be guided by ETG, which already works with agents, but hoped within the next few years to achieve up to 20% of sales via the trade.
He said: “We want to be cautious. If we get 10% to 20% of sales through agents in two to four years that would be very nice.
“We want to start small and not rush it; we want to get it right. I wouldn’t want to assume we can put ourselves in front of agents and ‘hey presto’ here come the bookings.”
Holiday Architects, which plans to join The Specialist Travel Association (Aito), does not have specific trade sales staff.
Hunt added: “We will work best with agents who really understand their clients. It’s got to be the right agents.”
Holiday Architects was set up in 2010 in Hunt’s spare bedroom offering holidays to South Africa. It now offers 30 destinations worldwide, specialising in complex, tailormade itineraries.
Hunt, who previously worked for Audley Travel and Cox & Kings, said the operator focused on owner-run properties rather than large, well-known hotels which meant its price point was lower than luxury rivals.
“Our product tends to be slightly cheaper; it’s a bit less glitzy, smaller and more authentic,” said Hunt, who said the biggest chunk of clients were empty nesters and retirees.
“Like everyone we have seen a rise in multigenerational travel but it’s led by the older end of the market and that’s why we target that market,” he added.
Example itineraries include 15-days in Vietnam including Hanoi, Halong Bay cruise, Hoi An, Saigon, from £3,198 based on two people, including flights, four-star hotels, private transfers and private guides where appropriate.
A 16-day South Africa trip costs from £3,095 featuring Cape Town, the winelands, Hermanus, the Garden Route, Eastern Cape safari,including flights, four-star hotels, lodges, and a hire car.
The operator said the merger would also help it to forge ahead with plans to become a B Corp certified operator, which ETG has already achieved.
holidayarchitects.co.uk