The Atas conference marked a pivotal moment as industry leaders came together to discuss the evolving expertise of travel agents.

With growing demands in the travel sector, the emphasis was placed on how these professionals can meet and exceed client expectations.

Transformation in Agent Expertise

A remarkable shift in the expertise of travel agents was a focal point at the recent Atas conference, highlighting how agent knowledge has significantly evolved. Audley Travel’s Mark Hanson remarked that engaging with trade now contrasts sharply with practices from two decades prior.

Hanson, managing director of Audley Travel UK, disclosed a substantial increase in bookings and sales, particularly in the tailormade touring sector. This transformation is underpinned by a dynamic trade team, which is poised to expand to further support agents through brochures, familiarisation trips, and incentives.

Evolving Market Trends and Opportunities

Simon Applebaum, managing director of Gold Medal, shared insights on the evolving market, noting the emergence of new destinations such as South Korea, which serves as a counterbalance to the overtourism in regions like Japan.

Gold Medal, renowned for its Incredible Journeys touring brand, is experiencing substantial growth. Applebaum highlighted a push to transform the £20 million business into a £50-£100 million enterprise, citing the high value and popularity of tour-and-cruise packages.

There’s a demand for greater agent specialisation in the touring sector, a sentiment expressed by Applebaum, who values the unique personalisation that agents can offer to clients.

Challenges and the Role of Social Media

Social media representation remains a challenge for the touring and adventure sector, as outlined by Applebaum. Agents are encouraged to boost their visibility and engagement with potential clients through these channels.

He emphasised the ongoing need for specialists in touring and adventure travel and lamented the lack of visibility of such offerings in agent storefronts, despite increased demand for these experiences.

Applebaum indicated that support from Atas and the Incredible Journeys team could enhance agents’ marketing efforts.

He said, “We visit 20-30 agents each spring but rarely encounter specialists, nor do we see enough touring options presented to the public.”

Newmarket Holidays’ Strategic Growth

Niel Alobaidi, chief executive of Newmarket Holidays, discussed the company’s strategic growth following a significant private equity investment. This move has spotlighted the escalating demand for escorted tours.

Alobaidi recognised a shift in consumer preference, with travellers seeking exotic destinations like Uzbekistan, Bali, and Indonesia, backed by strong collaborations with trade entities to unearth new destinations.

The company’s forward-thinking approach includes introducing a new trade website to enhance digital engagement and drive early sales, particularly within the lucrative 55+ demographic.

Expanding Demographics and New Offerings

Travellers over 55 constitute a burgeoning market segment, as noted by Alobaidi, who identified this group as the fastest expanding in the industry.

Newmarket Holidays is capitalising on this trend by promoting diverse itineraries. From South Africa safaris to Japan’s bustling cities, the company is focusing on providing ‘handheld’ experiences that resonate with the desires of this age group.

This segment’s robustness against economic fluctuations presents a vast opportunity for growth, as evidenced by the increased demand for longer vacations and additional travel components.

Enhancing Agent Support and Involvement

The Atas conference underscored the necessity for operators to bolster agent support through comprehensive training and marketing initiatives. The emphasis was placed on the value agents bring to curated travel experiences.

Mark Hanson advocated for an increase in resources allocated to agents, particularly in the form of training materials and sales incentives to inspire more robust engagement with potential travellers.

Hanson’s comments were echoed by other industry leaders, highlighting a consensus on the importance of empowering agents to elevate the overall client journey.

Conclusion and Future Prospects

The Atas conference has made it clear that the expertise of travel agents is on the rise. As the industry continues to evolve, the role of agents in delivering personalised and insightful travel experiences remains invaluable.

The insights shared at the conference underscore a critical trend: travel agents are more essential than ever. As the market adapts, agents must continue to develop their skills to meet increasing consumer demands.