Premium travellers a ‘critical bracket’ in luxury adventure market

Premium travellers are “a critical bracket" in the luxury adventure travel market, according to Abercrombie & Kent’s managing director for the UK, Europe and Asia-Pacific, Debra Fox.

 

Speaking at the inaugural Luxury Adventure Showcase by Jacobs Media sister brands Aspire and the Association of Touring and Adventure Suppliers (Atas), Fox said “aspirational” travellers booking £15,000+ itineraries are “moving from traditional beach holidays and spending more”.

 

She said: "The traditional £5,000 to £15,000 spender is either not travelling or increasing what they spend. Families who have typically gone on sunshine holidays don’t want to do that anymore - they want to give their children experiences and memories." 

 

She went on to say: “Premium is still a luxury adventure traveller, so don’t discount them. There is significant volume to be had without the big price tag that comes with it.”

 

Fox added that when it comes to premium clients’ priorities across expedition and adventure travel, “safety and expertise become much higher on the list”.

 

Sarah Schlederer, Quark Expeditions’ national strategic key account manager for the UK & Ireland, said the premium category is also a growing area in expedition cruising: “Even 10 years ago, there wasn’t such a breadth of choice in the expedition space. There was really budget and ultra luxury, and now we’ve got absolutely everything in between.”

 

She added: “It’s not always ultra-high-net-worth clients taking these trips. It’s retired people and young professionals who are working and saving to put down a deposit for a trip leaving in two or two-and-a-half years’ time. You can set up a payment plan with them, and by booking early, they have so much more choice of the cabin they want.

 

“My biggest advice to you [agents] is to promote those early booking opportunities because certainly with us, the early booking incentives are the strongest.”

 

Also speaking at the event, Wendy Wu, owner of Wendy Wu Tours, said the operator is set to release more premium adventure itineraries following the debut of its first ultra-premium package – the 14-day Legends of the Silk Road journey – earlier this year.

 

She said: “People walking in [to travel agencies] don’t have a pound sign on their forehead. Don’t ever underestimate any customer coming to your door.

 

“We have one solo customer who has travelled with us since 2019 and has spent $235,000. Luxury and premium adventure travellers have a very good trend of being loyal to you. So, if you deliver, they will come to you again and again.”

 

Fox agreed, adding: “I remember when I was in an agency sometimes feeling afraid of that big ticket item that comes in, but people are the same. They want to be heard and they want to engage. 

 

"Even if you’re not sure, push and ask for it. Really explore that discussion, find out what they want, because they’re willing to spend their money, so that discussion becomes critical. They’re not after discounts – they’re after value and that incredible experience.”

 

She continued: “There’s always an opportunity to target the high-end spenders, but I’d be spending my time targeting your everyday customer. They will be loyal to you. They’re already loyal to you.”