Agents the ‘biggest secret’ in luxury adventure travel, says A&K

Agents are the “biggest secret” in luxury adventure travel, delegates were told at the inaugural Luxury Adventure Showcase by Jacobs Media sister brands Aspire and the Association of Touring and Adventure Suppliers (Atas).

Abercrombie & Kent’s managing director for the UK, Europe and Asia-Pacific, Debra Fox, said both premium and luxury adventure travellers present an “opportunity” for the trade.

"Agents are the biggest secret in adventure, luxury and premium travel because of the relationships [they have],” she said. “That relationship is key."

She added: “We are seeing people who are deciding not to travel because of that economic pressure – they want to hold on to their money. So, if somebody is looking for a holiday, they are a prime target for luxury adventure. I think it’s the biggest travel volume that’s happening at the moment.”

Wendy Wu, owner of Wendy Wu Tours, said the operator’s “fantastic” sales this year are “completely due to the trade and travel agents”.

The operator’s trade team has seen 90% growth in 2025, with 2026 set to be “even better”.

Also taking to the stage, Jane Middleton, managing director of Hampshire-based agency Authentic Travel Company, said guiding clients towards adventure holidays can be a “challenge” because “when it comes to expedition cruising, it is quite new to them, and they don’t know what they’re looking for”.

She added: “The agent really has to get close to the client, explain everything to them and hold their hand. We’ve got a group going to the Arctic next year, for example, and we’re actually doing pre-cruise webinars and making sure they know exactly what to expect.”

Hazel Mansell, UK national sales manager for Rocky Mountaineer, advised agents to “do your research” before trying to sell adventure itineraries.

“Learn as much as you can about the different destinations and touch on what experiences you can offer your clients,” she said.

“Have those great conversations with customers and don’t always assume that you know what they do or don’t want – they might be thinking about a cross-country train or a cruise to Alaska, but you have to ask.”

She added that Rocky Mountaineer has multiple trade education tools available, as do other adventure operators, and agents should make the most of these to become “equipped with great knowledge”.

Asked how to justify the often elevated price tag of a luxury adventure itinerary, Quark Expeditions’ national strategic key account manager for the UK and Ireland, Sarah Schlederer, told agents: “I would always lead with the storytelling. I would lead with the value. I would lead with the types of experience they’re going to be having, rather than the price.

“Obviously at some point you do need to talk about price, and I feel breaking it down to a per-night price can work – showing exactly what’s included helps them to really connect to each [inclusion].”