The chief executive of youth specialist Contiki has urged agents to take advantage of “lucrative” earning opportunities by booking more touring and adventure holidays for travellers in their 20s and 30s.
Speaking at the conference of the Association of Touring and Adventure Suppliers (Atas), Adam Armstrong said: “Youth operators would love more bookings from the trade.
“Agents do a better job with the selling proposition than we do as they can match the passenger to the brand.
“Our cancellation rate is much higher with direct bookings.
“And [consumers] pay 20% more when booking through agents than direct.”
He said only about 2% of sales for Atas members came from travellers in their 20s – even though the youth sector recovered the quickest after the pandemic – and he wants that trade proportion to grow.
“There are ‘loadsamoney’ earning opportunities for agents; it is a lucrative business,” he said.
“There is a misconception that the youth is all about budget. There is also middle market and luxury market.
“Agents still play an important role for a significant proportion of the youth population.
“About 48% will use a travel agent to book – so there’s an opportunity to get more.”
He said business that used to be booked by STA Travel – which went bust in 2020 – has “by and large” not been replaced by other travel agents.
“It was a huge amount, tens of thousands of people used to book with STA.”
Furthermore, he said there is “a lot of nervousness” after Covid among Gen Z travellers – those under 25.
“Trips are complex and expensive. They want to know they will be looked after if something goes wrong,” he said.
“The number of contacts with us has doubled since pre-Covid times.
“Trip managers say younger travellers need more ‘hand holding’ and support, which offers opportunities for travel agents to offer support.”
He offered tips to agents to help them focus on this sector, urging them to research the different brands and their offerings, such as group sizes, accommodation types, tour inclusions, energy levels.
“Some products are more chill, some are more thrill,” he said.
“And Gen Z are really interested in brands that have sustainability and diversity and inclusion policies.”
He advised marketing online and social media, especially with videos, adding: “Don’t take yourself too seriously, be fun and irreverent.
“It is a fun and sexy part of the industry.”
Photo: everst/shutterstock.com