Walking trips specialist Involved Holidays joins Atas

Walking trips specialist Involved Holidays has joined the Association of Touring and Adventure Suppliers (Atas) as part of its strategy to increase sales and awareness among travel agents.

 

Former Newmarket Holidays trade sales boss Richard Forde was appointed as sales director in January, with the aim that trade bookings will account for 10% of sales within a year.

 

He said raising brand awareness was a key reason for joining Atas, commenting: “Nobody really knows who we are; Involved Holidays is a young company and has not worked with the trade before.”

 

The Market Harborough-based company is in its fourth year of trading. Managing director Steve West founded the business after buying the database of Preferred Travel Services, which was dissolved in 2021 during Covid.

 

It offers guided walking holidays in the UK and Europe, with flights and transfers included.

 

Forde highlighted three particular opportunities for agents: regional flying; solo travel options; and holidays with walks for those wanting a mix of activity and downtime, as all the tours offer three walks and three days at leisure.

 

He continued: “Agents know their local market and customers better than anyone. Walking holidays open up possibilities for local rambling groups, U3As [University of the Third Age] and WI [Women’s Institutes].

 

“I need good agents that understand the concept of group travel to help market and sell these wonderful ‘holidays with walks’ to their clients.”

 

He highlighted his 25 years of experience in the touring and adventure travel sector, noting: “I have seen it change and grow into a very broad sector. Agents now embrace it, promote it and have dedicated racking in their branches for it.

 

“It attracts a wider demographic and gets agents and customers alike to think outside the box.”

 

However, he has seen some signs of caution in the market, amid economic uncertainty, which means there are more last-minute bookings.

 

“Forward bookings are up on last year overall which is great,” he said.

“Quarter one was been up and down each fortnight. April will be interesting too, due to the late date for Easter and long spread of school holidays.”

 

He is now planning a fam trip for agents to experience the tours in the autumn.

 

The holidays are fully bookable online on the agent portal, and training and brochures are available too.

 

“The month of May is National Walking Month so we will be doing incentives for agents and customers around ‘Walk this May!’, he said.

 

“And look out for new walking products in Gran Canaria and a Menorca and Mallorca twin-centre.”

 

Claire Brighton, Atas director, said: “We’re delighted to welcome Richard back to the Atas family in his new role with Involved Holidays.

 

“He knows from his previous experience how our agents can really help boost an operator’s sales – and I’m sure agents will be keen to find out more about what this brand has to offer their clients.”

 

More: Involved Holidays expands team as demand grows

 

Involved Holidays hopes agents will make up 10% of sales within a year