National Geographic-Lindblad Expeditions has become the latest member of the Association of Touring and Adventure Suppliers, as it seeks to raise the brand’s UK profile.
Danielle Bates, head of UK sales, said she is keen to showcase the expedition cruising brand to Atas agents, offering them training and marketing support – plus the chance to join a fam trip later this year.
Its fleet of 21 ships offers 100 itineraries across the polar regions, the Galapagos and other destinations, such as Costa Rica, the Mediterranean, Indonesia, the Amazon, Iceland, Japan and Alaska.
Bates said it was an “obvious decision” to work with Atas “to bring the product to the forefront of their agent communities’ minds”.
“I am so excited to be joining such a forward-thinking and dynamic organisation,” she said.
“Expedition cruising is growing at a fast pace in the UK market.
“National Geographic-Lindblad Expeditions has been in operation for decades in the US, but to be bringing it to the UK market for this first time is such an amazing opportunity.
“Specialist agents who are already engaged and switched on to selling more ‘off-the-beaten-track’ adventures are the perfect fit for our brand.”
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Bates said she has formed “some excellent” trade relationships over her years in the industry, adding: “Positive partnerships are key to success and broaden the reach of the brand via multiple distribution channels.
“First-hand experience of products, destinations and brands is imperative, and the more ‘ambassadors’ you create for your brand, the more you will continue to flourish and grow.
“The best way to do this…will be via our incredible network of retail agencies, homeworkers and tour operator partners.”
She said the brand saw “a really encouraging start” in 2025, adding: “Our wave promotions with expedition credits for guests really helped with momentum, and I was delighted to support the trade with an incentive to win a cabin to the Galapagos, which one lucky agent has now claimed, after making a £48,000 booking with us in February.”
Bates can offer in-person and virtual training sessions and plans in-store ‘meet the expert’ days for agencies.
She is updating the online training portal that Lindblad Expeditions uses in the US, to create a version for UK agencies, and urges agents to join the dedicated trade Facebook page where marketing assets will be available.
In May, she will start sending a weekly agent e-shot with offers, incentives, content and social assets.
Emma Ridley, an expedition leader in the Galapagos for more than 30 years, is now living in London and will help Bates to develop the UK market, with events such training evenings about the destination.
Later in the year, Bates aims to host her first UK fam trip and will share details with Atas agents when they are released.
“There are so many brilliant things to talk about…so having the opportunity to get in front of specialist agents via Atas and offer a more in-depth understanding of the brand…is a high priority,” she said.
As an example, she highlighted how National Geographic-certified photo instructors are on its Galapagos programme year-round, and there are visiting National Geographic photographers on other selected sailings across the portfolio.
Alongside photography enthusiasts, the cruises also appeal to wildlife lovers, scientific minds, active holidaymakers, adventure travellers and more, she explained.
“The touring and adventure sector is a natural fit for this active, exploratory and educational style holiday,” she said.
On a recent cruise in the Galapagos islands (pictured), she met a guest on board who told her: “We’ve travelled extensively, we’ve seen most places and done most things, but expedition cruising is like unlocking a new level of travel experience.”
Bates also highlighted “huge demand” for a new ‘Antarctica Direct: Fly the Drake Passage’ programme.
“This is a clear indicator of travel habits now – people want these once-in-a-lifetime experiences, and they don’t want to put them off until retirement stage, so they are looking for more convenient ways to fit them into their busy schedules,” she added.
“There is a real ‘seize the day’ attitude.
“We are on sale into 2027, with most bookings coming in about 12 months prior to travel.”
National Geographic-Lindblad Expeditions has also launched a promotion called ‘Ships Built for Awe’ which offers guests a 20% saving on selected cruise in 2025, when booked by April 15.
“With our Exploring Galapagos 10-day expeditions starting from £4,261 per person, and our Fire and Ice: An Eight-Day Sail Around Iceland from £5,252pp, we have some really attractive lead-in fares for our core destinations,” she noted.
Claire Brighton, Atas director, commented: “I’m delighted to announce National Geographic-Lindblad Expeditions as a member as the brand seeks to raise its profile in the UK.
“The destinations, on-board activities and excursions are a perfect fit for our agents and their clients – I’m looking forward to finding out lots more about what Danielle and her team can offer the trade.”