'Soft adventure’ key to unlocking expedition touring sales, says Wendy Wu
Agents encouraged to dismantle ‘huge misconceptions’ at inaugural Luxury Adventure Showcase
The vast majority of premium and luxury travellers in the touring and adventure market are seeking “soft adventure”, according to Wendy Wu.
The Wendy Wu Tours owner took to the stage at the inaugural Luxury Adventure Showcase on December 8, the first combined event from Aspire and sister brand the Association of Touring and Adventure Suppliers (Atas).
Wu said “soft luxury” and the “comforts” of high-end travel are important to high-net-worth adventure travellers and understanding the difference in proposition is key to securing sales.
“Our luxury customers are sophisticated and cultured,” she said.
“They have travelled all around the world, then they go to these far-away places but still want the comfort they’re used to – they don’t want to rough it.”
Quark Expeditions’ national strategic key account manager for the UK and Ireland, Sarah Schlederer, highlighted the “huge misconceptions" around expedition cruising and said itineraries could also incorporate “softer activities”.
She said: “I think the biggest misconception is the word expedition itself. There’s a huge misconception that you have to be so physically fit, [itineraries] are going to be non-stop and it’s going to be the most active trip ever.
“But because we have a six-to-one guest ratio, clients are going to be having very intimate, personalised, highly curated experiences from start to finish, including softer activities.”
Debra Fox, Abercrombie & Kent’s managing director for the UK, Europe and Asia-Pacific, said she believes ’soft adventure’ will continue to be a driver of growth in the adventure travel sector, adding: “[Luxury adventure travellers] might want to do it super adventurous or soft, but the main thing is they want access and they want to try the next thing.
“This is not going away. We all want to feel adventure in our heads and our hearts, and we want to do it with other people, so it’s seriously huge.”
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