Travel agents urged to work with adventure specialists
Travel agents should work with adventure specialists to introduce more consumers to the sector, a conference dedicated to the market segment has heard.
Most agents responding to a survey said they sold only a small amount of adventure travel, but could sell far more with better training from specialist operators, delegates at the Adventure Travel Conference in London were told.
Crucially, the “funnel” of adventure customers could be widened by encouraging the right clients from agents’ databases to try this kind of holiday for the first time.
“Many adventure clients know more about adventure than my staff,” explained Rob Kenton, managing director of the agency Triangle Travel. “So we need to concentrate on knowledge and how we can covert our existing clients into adventure clients.”
Tour operators could also work with agents to tap into marketing channels that might otherwise be unavailable to them.
A quarter of the consumers who responded to the survey said they use a travel agent to book their adventure holidays. Agents agreed consumers are readier to use an agent this year than previously.
“People are returning to travel agents for their experience and confidence in dealing with face to face as opposed to the internet,” said one agent.
[pictured: Rabot Cabin in Norway; photo courtesy Visit Norway]