SEATTLE, 19 March 13, 2019: Eighty-seven percent of tour operators engaged in the adventure travel industry currently work with travel agents noting agents offer a “new sales channel,” according to new research published by the Adventure Travel Trade Association (ATTA).
Yet, the report points out that only a small subset of travel advisors (travel agents) specialise in the adventure tourism sector,
Research in the Travel Leaders Companion Survey Digest also indicates that, though less than 30% of sales come through agents, 63% of tour operators have experienced growth through the agent channel.
Data for this research report, Travel Leaders Companion Survey Digest, was collected from ATTA tour operators about their experiences of working with travel agents in the winter of 2018.
An earlier companion survey, Travel Leaders Survey of Travel Agents, was given to travel agents about their experiences working within the adventure travel industry in spring 2018.
That survey was conducted by Travel Leaders, a travel agency network in the US. Together, the Travel Leaders Survey of Travel Agents and the Travel Leaders Companion Survey Digest indicate that, though tour operators are interested in booking through travel agents, there is still a continued need for mutual education and understanding to address the complexity of these transactions.
“There is clearly a demand from adventure tour operators to work with specialist travel advisors,” said, ATTA’s regional director for North America, Russell Walters. “The findings in the report demonstrate areas where operators and travel agents can work together to develop relationships, leading to long-term business opportunities in this growing market segment.”
Tour operators reported being primarily motivated to work with travel agents because they offer a new sales channel. Additionally, the relationship offers distribution through a trusted network, access to new clients in desired markets, and a personal touch to close the deal. Nearly 70% of tour operators stated they’d be interested in training on how to work with travel agents, indicating an opportunity for the two tourism arms to partner more closely in the future.
The research report was compiled based on an online survey sent to more than 1,000 adventure tour operators, with 170 respondents worldwide.
The Travel Leaders Companion Survey Digest asked tour operators for information on partnerships with travel agents, 2018 sales using travel agents, profiles of adventure travellers booking through travel agents, and recommendations for improving adventure trip sales through travel agent partners.
The 98-page Travel Leaders Companion Survey Digest is available for download
Yippee, that’s great news for us at ACTION CULTURE as adventure travel is our passion.