Venture Ashore 'ramping up' product range and agent distribution

Independent shore excursion provider Venture Ashore is “ramping up” its product range and agent distribution, having added 160 tours in the past two months in destinations including Japan, French Polynesia, Greece and the Caribbean.

The company, which returned to independent ownership in July 2024 after being sold by the US-based Hornblower Group, brings in 70% of revenue via trade channels, of which half comes from UK agents.

Director of sales Kirsty Bachelor said: “We would like to move that up to 75%-80%. Of that revenue, 50% comes from the UK trade, so compared to the size of the US, the UK still holds its own.”

New shore excursions have been added in destinations including Porto; Thessaloniki and Kavala in Greece; French Polynesia; and the Japanese cities of Tokyo, Yokohama and Nagasaki.

The add-ons provider has also expanded in the Caribbean in the past two months, with 17 new tours now available across Bonaire, Barbados, Saint Lucia and Dominica, which can be booked as cruise excursions from the port or with a hotel pick-up for guests staying on land.

“Europe is our stronghold, particularly in the Med. But we’re also seeing growth in sales for places like Alaska from the UK market. It’s a fantastic earning opportunity for agents,” added Bachelor.

“We’re looking to not only deliver value for money, but something that’s a bit different to getting on a bus and doing a panoramic tour.

“We were known as a value proposition versus the cruise line, and for paying commission to agents. But the space for experiences and excursions is rapidly growing.

“We want to offer a real variety of experiences [so agents are] not selling the same thing all the time. People are [often] returning to a port location so to keep bringing them back, we have got to offer something different. It’s not just about value, it’s about choice.”

Venture Ashore has expanded its small-group range for tours of up to 12 people, along with private tours and group bookings. Its top UK sellers include Iglu Cruise, Hays Travel and cruise OTAs.

The company is also increasing its reach via homeworking agents, including a tool to share after-sale excursion options with clients. 

The sales tool means clients can book excursions online but agents still earn commission, with many add-on tours booked an average of six to eight weeks ahead of departure.