Agents at the Association of Touring and Adventure Suppliers (Atas) conference were urged to focus on the sector because it is in growth mode and is not beset by discounting concerns.
Speakers during the ‘selling skills’ session on day one of the event yesterday (Tuesday) heard how there is less discounting than in other travel sectors because operators offer price parity.
Vicky Billing, head of trade and partnerships at Riviera, said: “I do not get that feedback [about discounts] as we have price parity; it is a level playing field.
“We do not have discounting worries in touring like other sectors.”
Agent ‘ambassadors’ speaking at the conference agreed they had focused on touring and adventure thanks to its growth opportunities and price parity.
More: Special Report: Atas Conference 2024 preview
Paul Hardwick, retail director at Fred Olsen Travel, told delegates at the conference in Leeds how “the average booking value is high, margins are good and price parity is key” – and how bookings via agents tend to be higher than direct.
He added: “We are looking at expanding our business quite rapidly so we’re looking at sectors that are looking to grow their markets and their UK share.
“People who cruise may also want land-based holidays, there are lots of similarities – and lots of customers just want tours too.
“About 50% of our business is cruise and 10% is touring and adventure – to grow we need to focus on touring and adventure.”
Zoe Franklin, sales manager at Travel Club Elite, said her agency had also decided to focus on touring and adventure because it was a growing sector.
Now about 17-18% of her agency’s business comes from touring and adventure suppliers and it is still growing.
Darryl Gardner, a personal travel consultant at Cartwright Travel, said he’d joined the agency in 2020 after being made redundant from a tour operator amid the pandemic – and was tasked with developing touring and adventure sales as cruising had been badly affected by the crisis.
“It has gone from strength to strength and is now about 25% of our business,” he told delegates.
“Price parity with these companies is great.
“At last year’s conference we heard the average selling price per person is £2,200 and you can earn 10% commission.
“You usually sell two people at a time so that is at least £400 and everything is done for you: airlines, flights, itineraries – it is an easy sell.”
The agents also hailed the importance of the support from Atas, with contacts, training, themed weeks, social media content and events such as the annual conference and the Experiences trip to Lake Como in March.
Gardner said the trip had been “amazing” and he had sold holidays to the destination thanks to his experiences.
Franklin commented: “Atas helps us keep up to date, it is important to be aware of everything that is changing in an ever-changing sector.”
Billing further outlined the potential of the sector, adding: “Riviera will have 90,000 guests this year and we are just one company.
“You could potentially offer a touring holiday to most customers – the opportunity is huge, it is exciting. Look at your databases.
“Training and experience are critical – we have had fams to Paris and India this year and will do more long-haul next year.
“One homeworker messaged me on the school run as she was doing a module while waiting in the car.”
Becky Francis, EMEA sales director at Quark Expeditions, commented: “A lot people are scared of expedition cruises but there was a massive stat in a survey in May – 71% of people who intend to cruise said they want to go on an expedition.
“If you have been on a safari, you will love it, or to Alaska, or high Canadian Arctic.”
She urged agents to contact suppliers, adding: “I love it when I get an email from an agent asking about what suits a client.
“We can do three-way calls [with agent and client] or in-store events or webinars – a win for you is a win for us.
“If you do not know something, call the experts, it is ok to say you don’t know but you can find out from the experts.”
Stu Darnley, national sales manager at G Adventures, highlighted how his company offers agents discounts of 50% for their own holidays, as well as running fam trips, such as the recent GX Summit in India.
“Hundreds of agents take advantage of the 50% discount,” he said, citing the example of one who went to Costa Rica on her holiday and then sold 20 trips to the destination after she returned.
Francis said one homeworker had taken a Quark Expeditions cruise to celebrate her anniversary and featured it heavily on her social media – then sold a group of 50, earning £60,000 in commission.
Darnley also noted how G Adventures can answer queries from agents 24/7 – especially as many homeworkers might have queries from clients in the evening.
• Agents at the conference, taking place in the Royal Armouries Museum in Leeds, also heard about the importance of engaging with followers on social media, rather than just posting offers.
Andrew Regan, head of brand and acquisition marketing at Exodus Travels, said: “They choose you. We have 110,000 followers on Facebook and we used to put out offers but not now.
“Real images of real people doing real things are more effective and looks genuine.”
As well as pictures and videos from staff on trips, Exodus also asks customers if it can share their content from holidays – and they are eager to share, he added.
Other strategies have been the ‘radical sabbatical’ with Lauren Scala, a New York-based TV presenter who has been posting every day about her 50-day trip with Exodus, and a Sounds of Adventure playlist on Spotify to engage people with the sounds they will hear on a trip.
Hannah Blackmore, who handles the social media and website for Bucket List Travel said engagement really increased when she used her own personal brand – travelboldwithhannahamelia – rather than the company brand.
“I was posting as a brand at first, but it was not working; now it has been personal over the past 10 months and I have got 6,000 followers in that time,” she said.
She advised delegates about how to create reels by looking for trending audio and using very short video clips for TikTok and Instagram.
“I put across information about financial protections and my expertise, and I like to post every day,” she added.
Humour is another strategy she uses, showcasing a funny video she posted on TikTok about Premier Inn, which had 50,000 views.
Even YouTube video that had just 20 views led to a £16,000 booking.
“Getting that relationship is invaluable; people are following you because they are interested in you and they will remember your name – if they are engaged, they are more likely to book with you,” she said.