Intrepid Travel is inviting female agents on a fam trip to Morocco in a bid to help the trade capitalise on growing numbers of female solo travellers.
The small group operator has reported that nearly 50% of its customers are solo travellers, with about 70% of them being women.
The fam trip will see 10 agents visit the High Atlas mountains in September, led by adventurer and TV presenter Alice Morrison.
Hazel McGuire, Intrepid’s general manager for the UK and Ireland, described the trip as a “really great sales opportunity” because of the growing interest in solo travel among women.
She added: “Alongside the fam trip, we’re putting together a sales toolkit, which will help agents get in front of this customer base.”
Agents can apply for a place on the fam trip by submitting an inspirational story about themselves on the Intrepid Loves Agents Facebook page under the post ‘Good Stories Start Here’.
“We’d like agents to tell us about a time when travel has allowed them to push themselves out of their comfort zone,” said McGuire. “It doesn’t need to be about climbing Everest – it’s about something that’s important to them.”
The five-night trip follows the success of the operator’s Women’s Expeditions range, which launched in 2018 and recorded a 164% rise in bookings globally between 2022-23.
“People came out of Covid wanting to experience things – particularly that slightly older demographic,” said McGuire. “Perhaps there was nervousness before, but now they want to seize the day.”
Zina Bencheikh, managing director for Europe, the Middle East and Africa, said Morocco is one of Intrepid’s most in-demand destinations and that the Atlas Mountains area had recovered “very fast” from last year’s earthquake.
She added: “For Morocco to fully recover, we need tourists. That’s what will continue to make the difference and help people get back to work and to normal life.”
McGuire said the fam trip would show agents that Morocco is “well and truly open”.
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