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WeRoad joins Atas as agents ‘essential’ to reach new solo travellers
Solo adventure travel specialist WeRoad has joined the Association of Touring & Adventure Suppliers (Atas) as part of its drive to increase its travel agency sales.
Described as a “social travel company”, WeRoad specialises in small-group adventures for solo travellers aged 25 to 49.
About 90% of customers join the escorted trips as solo travellers, drawn by its focus on “friendship, community and shared experiences”.
It offers “immersive, experience-led journeys” that go “beyond traditional sightseeing”, such as hiking, cultural exploration or discovering lesser-known destinations.
More: WeRoad partnership scheme aims for trade to comprise 25% of sales
WeRoad launched its B2B programme in September and said its trade programme has grown steadily throughout 2025, particularly in the UK and Italy.
It is investing in technology to streamline integration with partners, with the aim of making the trade generate up to 25% of total bookings in the coming years.
Clarissa Cappelletti, international regional manager, said: “As we continue to expand our trade network in the UK, membership of Atas allows us to get closer to both existing and new trade partners, increase our reach across its network of more than 5,000 travel agents, and further establish WeRoad within the touring and adventure travel distribution space.
“Atas is a highly strategic partnership for us as we look to deepen our presence in the trade channel in 2026 and beyond, connecting with agents who are actively seeking differentiated, experience-led adventure products for their clients.”
She said the UK is one of WeRoad’s fastest-growing markets and a “key pillar” in its international expansion strategy.
At the same time, solo travel is rising rapidly, she noted, adding: “UK travel agents are perfectly positioned to introduce WeRoad to new audiences who may be travelling solo for the first time but are looking for meaningful social experiences rather than traditional group tours.
“Partnerships with agents are therefore essential for reaching a new generation of travellers seeking authentic, community-based adventures, where shared experiences and human connection are just as important as the destination itself.”
She said WeRoad aims to increase its UK sales by about 50% in 2026, “building on the strong momentum achieved in 2025”.
“This growth will be driven through a balanced mix of direct and indirect distribution, with the trade channel expected to represent around 15% of total volumes,” she said.
“We’ll continue to invest in trade partnerships, agent training and marketing support, while expanding our English-language product offering and strengthening WeRoad’s positioning as a social adventure travel brand within the UK market.
“WeRoad offers agents a product that appeals to travellers who are excited not only about where they’re going, but also about who they’ll travel with.
“This approach allows agents to connect with a new generation of travellers seeking authentic, community-based experiences, a segment that continues to grow rapidly, and adds a differentiated offering to their adventure portfolios.”
She said bookings from English-speaking markets have grown by about 50% year-on-year compared to 2024.
“November 2025 was also our strongest month to date for this segment, supported by our most successful Black Friday period so far. This performance reflects growing demand across both direct and trade channels, with increasing momentum from our onboarded trade partners,” she said.
WeRoad’s trade programme offers agents access to more than 180 curated itineraries, with “competitive commission” and additional incentives for introducing new customers.
Trade partners retain 100% of the commission on bundled airfare and travel insurance, and benefit from flexible booking options, including manual bookings or real-time integrations via WeRoad’s API.
They also receive training, tailored marketing support, and access to fam trips and WeMeets, which are the operator’s local community events, helping them experience the product and its social dynamic first-hand.
Claire Brighton, Atas director, said: “We’re delighted to welcome WeRoad onboard and to help them develop their travel agency sales channel in the UK.
“With their focus on solo travel and adventurous itineraries, they are a perfect fit for our association and I look forward to hearing more about their offering in 2026.”
Below: WeRoad tour in Rainbow Mountain, Peru
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