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					  Passport
to Adventure
Industry Trend Report 2010




               ed by:
        Support




                             1
Section 1 – The Market

Section 2 – The Facts

Section 3 – The Trends

Section 4 – Our Predictions

Section 5 – What is our Response?




2
Background to the report


The purpose of this report is to provide an analysis of current and future trends in the UK adventure travel
market. The report has been commissioned by The Adventure Company, Exodus, Imaginative Traveller,
Peregrine Adventures, Geckos, Quark Expeditions and Headwater, referred to in this report as “The
Adventure Companies†”. Sources include YouGov market research*, tour operator booking figures, tourist
office figures and Google search trend reports.

Please note – there is no firm consensus over the definition of the term ‘Adventure Travel’ and for the
purpose of this report it is used to cover a wide range of market sectors including small group cultural
and discovery trips, nature and wildlife holidays, walking, cycling tours , trekking, long distance overland
journeys, ‘adrenaline’ experiences and polar expeditions.

The UK outbound market is conservatively estimated at a minimum of 400,000 passengers a year, with
Tour Operators carrying approximately 50% of the market.

The figures quoted cannot be taken as absolute but, because of the breadth of sources used, are believed
to be as balanced and realistic as possible.




†The Adventure Companies are wholly owned subsidiaries of TUI Travel PLC
*YouGov research 29 Sept-1 Oct 2009
                                                                                                               3
What makes an Adventure Holiday?


Usually ‘Off the Beaten Track’ with some degree of Physical Activity

The types of holiday


• Discovery & Special Interest
  Usually smaller groups, or ‘bespoke’ itineraries




         Iconic site tours - Cultural
        ‘discovery’ tours - Wildlife -
        Walking & Trekking - Cycling
          - Active winter holidays
           (not downhill skiing) -
            ‘Mind, body & spirit’




• Active Adventure
  Usually small groups. Trips typically more difficult for DIY customers to replicate




4
The Market


Broadly, the market can be split into seven overlapping sub groups. Brands can be positioned within the
market dependent on the nature of their tours ranging from remote active adventures to relaxed activity
in more mainstream destinations.
For the purposes of this report we exclude what could be called ‘Premium Escorted Worldwide Travel’,
ranging from the larger groups who travel with the likes of Bales Worldwide or Titan HiTours, to luxury
tailormade itineraries offered by companies like Audley Travel and Cox & Kings.



• Discovery                                      • Mountaineering

• Walking & Cycling                              • Adrenalin & Mulit Activity

• Overlanding                                    • Polar

• Trekking




                                                                                                      5
The Major Players


The UK outbound tour operator market is conservatively valued at £180 million per annum.

• The Adventure Companies are the UK market leaders representing a combined market share of 33%.
• Explore is the other leading operator in the UK market, and Ramblers are big players in the walking
  market.
• The remainder of the market is very fragmented with many niche specialists.




                                 Market worth £180 million per year




6
The Adventure Companies


         Exodus Travels has been operating since 1974 and is the UK’s original adventure and
         activity holiday company. They offer walking, cycling, winter activities, photographic
         and wildlife holidays in over 90 countries across Europe, Africa, Asia, the Americas,
         Oceania and the Polar regions. Exodus has a broad appeal, from experienced travellers
         looking for more active and demanding trips, through to those who want to enjoy a
         more leisurely off the beaten track experience. Exodus was recently Highly Commended
         in the ‘Small Tour Operator of the Year’ category of the British Travel Awards 2009.
         www.exodus.co.uk

         The Adventure Company has been creating award winning trips for over a decade.
         Their tour groups are kept small and adventure trips are suitable for all, from families
         with children to seasoned travellers. This accessibility makes The Adventure Company
         stand out from the crowd; offering the most comprehensive range of dedicated family
         holidays and their ‘Collection’ trips are great for those wishing to dip their toe into the
         world of adventure, without sacrificing comfort levels.
         www.adventurecompany.co.uk

         Imaginative Traveller has been offering worldwide small group tours and treks for
         almost 20 years. Their aim has always been to provide exceptional ‘under the skin’ travel
         experiences and taking clients to the heart of a destination; getting off the tourist trail,
         meeting the locals and spending time with them in their own environment.
         www.imaginative-traveller.com

         Celebrating its 25th anniversary this year Headwater offers walking, cycling and
         canoeing holidays, mainly in Europe plus selected worldwide destinations. Most holidays
         are independent walking and cycling from hotel to hotel, with some guided walking
         departures. A Headwater trip offers relaxed activity by day; high quality accommodation
         by night; unique interest-packed itineraries; gourmet meals and flexible travel
         arrangements.
         www.headwater.com

         Since 1991, Quark Expeditions has specialised in polar expeditions aboard vessels
         purpose-built for high latitude sailing. As the leader in polar expedition travel they offer
         unparalleled technical expertise, leadership and passion for polar adventure. Quark
         polar expeditions span both the Arctic and Antarctic regions; with the largest and most
         diverse fleet of passenger vessels in both regions.
         www.quarkexpeditions.com

         Peregrine’s first steps in the world of adventure were taken in Nepal in 1977, and now
         has grown to offer adventures to over 60 countries worldwide. ‘Adventure’ encapsulates
         the core of what Peregrine offers within a framework of ecologically sound small group
         travel options. A range of different itineraries are available to suit the first timer to the
         most experienced adventure traveller.
         www.peregrineadventures.com

         Grassroots adventures and amazing prices are the hallmarks of a Gecko’s adventure.
         Gecko’s is aimed at younger travellers who prefer a fun; independent; convenient
         and responsible way to travel. Local tour leaders are employed to give customers an
         authentic, under the skin travel experience in a small group trip environment.
         www.geckosadventures.com


                                                                                                       7
           Solid Foundations
Solid Foundations
Solid Foundations
   • According to our YouGov survey 3 in 4 adults claim to have taken some type of activity holiday in past
   3 years.
      The UK outbound tour operator market for adventure travel is currently over 200,000 holiday in a year
 • • According to our YouGov survey 3 in 4 adults claim to have taken some type of activitypassengerspast
    According to the YouGov survey 3 in 4 characteristics up to 2008, with type of activity holiday in the
•3• years.market has shown strong growthadults claim to have taken somean average growth rate in excess
      The
    past three
   of 10% per years. tour operator market for adventure travel is currently over 200,000 passengers a year
 • The UK outbound
     The market has shown strong growth characteristics travel is currently over 200,000 passengers a year
•• The UK outbound tour operator market for adventureup to 2008, with an average growth rate in excess
      year.
•    10% per
 ofThe market has shown strong growth characteristics up to 2008, with an average growth rate in excess
     year.
    of 10% per year.


                                   Passenger Trends 2004 -2009
       passenger numbers




                           200 4      200 5      200 6        200 7       200 8       200 9
                                        [Source: TUI tour operator booking stats]
[Source: The Adventure Companies’ booking stats]
                                       [Source: TUI tour operator booking stats]
   • Since 2006, average spend per passenger has grown by 21% from £987 to £1198.
      Unique visitors to our adventure companies’ websites 21% from £987 to £1198.
• • Since 2006, average spend per passenger has grown byhave doubled every year since 2006,
      growing toaverage spend per passenger has grown by 21% from £987 to £1198.
     Since 2006, a forecasted 50 million unique visitors during 2010.
•• Unique visitors to The Adventure Companies’ websites have doubled every year since 2006, growing to
     Unique bookings haveunique visitors during 2010. have doubled every year since 2006,
      forecasted 50 to our increased by 54% in the same
 • •a Online visitorsmillion adventure companies’ websites period.
     growing to a forecasted 50 million unique visitors during 2010.
 • Online bookings have increased by 54% in the same period.
                                                Web visit trends
web unique visitors




                              2006               2007                 2008          2009 forecast

[Source: Omniture unique visitor report 2006-2009 for The Adventure
Companies’ websites]
                                      [Source: Omniture unique visitor report 2006-2009]


                                     [Source: Omniture unique visitor report 2006-2009]




8
How did the credit crunch affect
the market?


Adventure Travel was affected by the global economic slowdown with a reduction in consumer spending
over the last 18 months. This is a function of the relatively high cost of this type of holiday and the
aspirational nature of many of the journeys.

In 2009, passenger numbers and revenues were down on the previous year across the market.

The nature of adventure travel, however, attracts committed enthusiasts who are now coming back for
more, as evidenced by much stronger early bookings for 2010 departures.

The recessionary environment has created demand for
• Value driven destinations
    • Non Eurozone destinations, Turkey (+40% year on year), Poland and Slovakia
    • Mid haul growth in Egypt, Jordan, and Morocco (+80% year on year)
    • Longhaul growth in Cambodia, Nepal, India (+40% year on year) and Kenya
• More content and memorable experiences from holidays
   • From our research 80% of activity holiday consumers cite their holiday as memorable (vs only 54%
      average for all holiday types)*
• Returning back to the list of ‘must dos’
    • Clients who delayed their ‘once in a lifetime’ list of iconic destinations are now back in earnest;
      in demand destinations include Kilimanjaro, The Inca Trail, Everest Base Camp, India’s Golden
      Triangle, and Cambodia’s Angkor Wat.




*YouGov research 29 Sept-1 Oct 2009

                                                                                                            9
A Growth Sector


• The YouGov survey shows a predicted 70% increase in participation in adventure travel over the
  next 3 years*. Based on our survey responses, compared to the previous three years,

      • Participation in either Activity Holidays or ‘Off the Beaten Track’ Holidays or Special Interest
        Holidays to nearly DOUBLE over the next three years

      • Similarly, participation in either an Adventure holiday or Eco friendly/Ethical holiday or ‘Discovery’
        holiday is predicted to TREBLE over the next three years

• Small Group travel is forecast to increase to nearly eight million adults over the next three years.*
  Although this includes all small group travel types, it is strongly indicative of the popularity and
  acceptance of holidaying with like minded travellers.

• The Adventure Companies’ own brand data shows an increased interest and confidence from
  consumers’ booking patterns: in December 2009 forward bookings for 2010 are trending solidly ahead
  year on year for the same period. Customers have ‘bucket lists’ of ‘do-before-you-die’ iconic trips, and
  although stalled for a year, they are now back with gusto.




*YouGov research 29 Sept-1 Oct 2009

10
A Growth Sector


From the YouGov survey commissioned in late 2009, the respondents were asked:
“Which, if any, of the following types of holidays, where these activities are the main focus, do you think you
might be interested in trying in the next three years?”
The respondent sample size of just over 2000 adults, was extrapolated to a verified UK population size
clearly indicating the past and future travel intentions of the sample.




                                                                                                                  11
Who are our future customers?


Future demand will increase in the following demographic groups*
• single professionals, particularly females
• affluent active families
• inquisitive 50+ males and females

The Office of National Statistics predicts the above average growth in the following demographic groups
to 2033.
 • 7% growth to 30.6m adults in 16-49 age group
• 19% growth to 16.3 m adults in 50-69 age group
• A steadily increasing birth rate from mid 2003 onwards will broaden the age base, creating increased
  demand for family holidays.




                                                                         How to interpret the graph:
                                                                         The graph shows gender
                                                                         and age in 2008 and 2033.
                                                                         The inner shaded area
                                                                         represents the UK popula-
                                                                         tion in 2008, and the outline
                                                                         line shows the predicted
                                                                         population growth to 2033.




Typical customer profile
• Confident, well travelled consumers who want something more than the sun, sea, and sand experience
• Demanding an authentic, ‘off the beaten track’ experience that they can’t find in guide books
• Geographically and environmentally aware
• Active (from walkers to full blown mountaineers)




*YouGov research 29 Sept-1 Oct 2009

12
What consumer trends are emerging?


SOCIABILITY




61% of those who have taken a small group adventure holiday will take another one.* Why?

• Benefits of small group travel

      • Meeting like minded people
         • “in our Exodus group there were people in their 70s and people in their 20s and somehow we all got
            on, it’s got something to do with the type of people”.
            Mr George, London, Exodus client

      • Sharing an experience
         • “it tends to be at the end of the trip that everyone wants contacts – so you can email your photos
            and experiences...”
            Mrs Ring, Hampshire, Imaginative Traveller client

      • Acceptable and safe solo travel, particularly females in off the beaten track destinations
         • “Cycling in Menorca was a great way of meeting like minded people out to enjoy an active social
            holiday in extremely safe, pleasant and comfortable surroundings”
            Mrs Pinkey, East Sussex, Headwater client

           • “I was travelling alone, but was made to feel extremely welcome, safe and part of the group at all times”
              Mrs Calder, Headwater client

      • Online networking before and after travel
         • Social media networking is increasingly important with customer generated Facebook pages
            and Twitter campaigns
         • Our brands’ own online communities have over 30,000 active members regularly blogging,
            sharing photos and discussing upcoming trips




*YouGov research 29 Sept-1 Oct 2009

                                                                                                                   13
What consumer trends are emerging?


SUSTAINABILITY

Demand for ethical and environmentally sensitive travel is predicted to quadruple over the next
three years*.

Consumers are attracted by the adventure travel industry’s commitment to responsible and ethical travel.

      • People’s concern about the world around them is being reflected in their choice of travel
        experience. People no longer want just to ‘give’, they want to ‘do’ as well.

           • “We had countless opportunities to interact with the locals. We often stopped on the road and
             Benard would buy fresh produce directly from the farmer’s roadside. We also had multiple
             opportunities to visit orphanages and villages. We donated a plethora of goods to the local
             communities.!”.
             Mr Headly, The Adventure Company customer

           • “Each day brought a new adventure - a wonderful holiday! All local produce was used for our
             meals which were prepared by local people and local guides were used at all times. Care of the
             environment was encouraged in order to minimise the impact of our visit together with education
             about maintaining the delicate environmental balance especially at the eco lodge. Just the most
             fantastic time - a wonderful balance of nature, truly exhilerating physical activity and fun!”
             Mr Iris, Nottingham, Exodus client

      • Charity donations across our brands had grown every year until the recession, and during this
         period remained stable at approximately £150,000 in donations per year allowing our brands to
         lead many sustainable development projects worldwide, for example:

           • Headwater’s support for Bike Aid for Africa recycling project (www.recycle.org): in 2009 this led
             to 126 bikes being donated by clients and members of the public, and these have now been
             sent to Africa.

           • The Adventure Company’s Foundation supports over 13 projects worldwide giving
             financial aid and development opportunities for children and young adults from Bihn Luc’s
             Children’s Centre in Vietnam to the Arusha’s Childrens Trust in Tanzania and the Trisuli Young
             Leaders Club in Nepal. For more information on any of these projects please visit www.
             adventurecompany.co.uk/rt-in-action.aspx

           • Exodus’ initiative to supply and install solar cookers, on both key trekking routes and more
             remote villages directly reduces the carbon footprint of trekkers as well as local communities.
             The solar cookers are sourced from Kathmandu, and 30 working cookers have now been
             installed in the region offering potential environmental and economic savings of:
                  Total annual wood saving = 41,190 kgs
                  Total annual Kerosene saving = 6,900 litres
                  Total annual economic saving for communities = £15,060




*YouGov research 29 Sept-1 Oct 2009

14
What consumer trends are emerging?


DECLINE IN SELF PACKAGING

5% more consumers will choose tour operators for adventure travel in the next three years because

      • Customers don’t have the time or inclination to organise trips themselves with ease of booking
        through tour operators cited as being the most important factor
         • “you want to go to a place like Cambodia or Vietnam and you want to see as much as you can in a
            relatively short space of time – they’re experienced, they know where to take you and how long is
            appropriate in each place”
            Mr Baldwin, London, Imaginative Traveller client.

      • From our research we know that of those booking through a tour operator in the next three years
        there will be
          • a 30% increase in the importance of Comfort*; growing demand for active days and
            comfortable nights
          • a 40% increase in the importance of the Security offered by a bonded tour operator*
          • a 40% increase in the importance of Destination Knowledge*




*YouGov research 29 Sept-1 Oct 2009

                                                                                                            15
What consumer trends are emerging?


GENUINE TRAVEL EXPERIENCES

Demand for ‘Off the beaten track’ holidays to double in next three years*

      • Experienced locally employed guides are more valued than ever with demand predicted to grow
        by 40% in next three years*
         • “one of the other things that has impressed me is that they tend to use local guides and they are
            good and well qualified and well committed to their work”
            Mr Jones, Devon, The Adventure Company customer

           • “I thoroughly enjoyed this trip thanks in a large part to our guide Sameer whose enthusiasm,
              thoughtfulness and obvious deep love of all things to do with his country turned a normal tourist
              trip into a most rewarding experience”.
              Ms Hancox, Surrey, Imaginative Traveller customer

      • Demand for ‘under the skin’ authentic travel experiences that cannot be attained through
        guidebooks
         • “One of the most interesting and varied trips we’ve ever done, not least due to the two main local
            guides, who were excellent. Their knowledge, enthusiasm and commitment was outstanding. The
            guide in Cambodia, Kumphak Sun, made the long road journey from Phnom Penh to Siem Reap
            something to be remembered. Each time we stopped he found some delicacy from tamarinds,
            local sugar) not to mention giving us a short, illustrated history of Cambodia’s changing flags and
            demonstrating how to fold a lotus flower, as all Cambodian children learn to do! This is the sort of
            information that you can’t get from guidebooks and it’s something that makes a trip special.”
            Mr & Mrs Hampshire, Exodus client

      • Greater awareness of adventure travel experiences and destinations due to factual television
        coverage, eg Long Way Round, Around the World in 80 Days, Michael Palin’s Pole to Pole, and
        Comic Relief celebrities climbing Kilimanjaro
         • Our adventure companies have seen an unprecedented rise in demand with booking levels for
           Kilimanjaro trips up 400% for 2010 departures




*YouGov research 29 Sept-1 Oct 2009

16
What consumer trends are emerging?


FAMILIES THAT PLAY TOGETHER STAY TOGETHER




What are families looking for from an adventure holiday?

    • Multi activity
       • “The activities were brilliant, never a dull moment was had - lots of kayaking which was our
          favourite, along with cycling and walking. The guides making sure the whole time that nobody was
          being left behind and we all stuck together as a group for the whole week.”
          Family Jones, client of The Adventure Company

    • Being with other children
       • “We booked on the single parent departure date, which was great as everyone was in the same
          boat. Everyone got on really well together, even though there was an age range of between 8 and
          16, the kids all hit it off straight away.”
          Family Garvie, client of The Adventure Company

    • Multi generational experiences - something for everyone in the family
       • Adults and children alike enjoyed the camping aspect of the trip as this gave the chance
         for everybody to relax and the kids the freedom to explore and play amongst their desert
         surroundings.”
         Family Coughlan, client of The Adventure Company

    • Cultural experience - encounters with real people
       • “The jeep safari through Wadi Rum was amazing. For four hours we did not see another soul save
          for the Bedouins who served us tea and made friends with the children.”
          Family Murray, client of The Adventure Company




                                                                                                        17
Key Destinations growing the market


‘Off the beaten track’ and Small Group Holidays are amongst those with widest customer appeal. In
addition, Small Group Holidays also have the highest propensity for repeat purchase, 61% of consumers,
according to the YouGov panel.

Although we are expecting a general increase in demand to many countries, here are a few destinations
that stand out from the crowd.




18
 Key Destinations growing the market
 Nepal


 With Nepal becoming more accessible, thanks to greater political stability and fewer travel restrictions,
 a potential six fold increase in travel from the UK has been identified in the next three years from the
 YouGov survey.

                                • Coverage of Ranulph Fiennes Everest Ascent and the “Joanna Lumley” effect have increased
                                  awareness
                                   • “We have seen an unprecedented doubling of demand for high altitude, challenging treks like The
                                      High Passes of Everest trip reflecting our customers’ desire to go further and experience more than
                                      ever before.”
                                      Pete Burrell, MD, Exodus


                                         Nepal Visitor Stats
international visitor numbers




                                  2003   2004   2005   2006   2007   2008   2009

 [source: UNTWO Tourism Highlight Report 2005 and 2009 editions]




                                                                                                                                       19
 Key Destinations growing the market
 Egypt and The Middle East


 Egypt and The Middle East will see significant growth in the next three years in adventure and discovery
 type holidays. The potential growth of 63% identified from our YouGov survey is being driven by:

                                 •   Favourable exchange rates
                                 •   Off the beaten track adventures
                                 •   Relatively short flight times
                                 •   Appeals to families and first time adventure travellers

                                         • “Egypt is a continual success story for The Adventure Company, and especially so with our family
                                            adventures; short flight times, a family friendly culture and a great combination of adventurous
                                            activities and sights combined with good quality facilities gives it an edge over other destinations.”
                                            Claire Wilson, MD, The Adventure Company

                                         • “Many of our customers are looking for genuine ‘under the skin’ travel experiences combined with
                                            easy accessibility and Egypt has it all. At Imaginative Traveller we seek to explore the unseen Egypt,
                                            and even when visiting known sites like the Pyramids we will go at dawn to have that unique, once
                                            in a lifetime experience”
                                            Roy Myhill, GM, Imaginative Traveller


                                                  Egypt Visitor Stats
international visitor numbers




                                14000
                                12000
                                10000
                                8000
                                6000
                                4000
                                2000
                                     0
                                          2003   2004   2005   2006   2007   2008   2009

 [source: UNTWO Tourism Highlight Report 2005 and 2009 editions]




 20
Key Destinations growing the market
Polar Regions


The Polar Regions show very strong growth potential for the next three years with the YouGov research
indicating a three fold increase in Polar expeditions.

    • Due to the relatively high cost of polar expeditions the demographic groups driving UK growth
      are the Affluent Singles and 50+ Empty nesters, with higher-than-average disposable incomes

    • We have seen steady growth in customer interest and bookings over the last three years with
      100% growth in our Polar bookings from 2006-2009

        • “Polar expeditions are a fantastic addition to our product and our customers are showing strong
           interest with a 72% growth in bookings for 2010 departures.”
           Pete Burrell, MD Exodus

    • Customers are actively seeking the ‘once in a lifetime’ experience offered by Polar expeditions

        • “Everywhere you look the vista is more awesome than the last – incredible. Thank you to the entire
           crew and staff for a momentous time in Antarctica.”
           Margaret G., Italy, Clipper Adventurer expedition. Quark customer

        • “The Quark team and the ship’s crew were nothing short of amazing….. from the ship’s captain,
           who was sensitive enough to realize that this was a group of people particularly interested in the
           immense beauty that is Antarctica (he got us out of bed at 4AM one morning because the light was
           divine. It allowed all of us to shoot a most amazing sunrise), to Brandon, who bent over backwards
           to take us to places that, even he had never been to, in hopes of digging as deep as he could to
           satisfy our desires. He was congenial, organized with a true passion for the place and the capacity
           to convey it to us in a compelling manner. That is to say nothing of the military-like precision with
           which the expedition was carried out… the team went to great lengths to make sure that we saw
           as much as we could see and that we had maximum opportunity for extended zodiac landings in
           particularly picturesque spots…….completely indescribable.”
           Cheryl D, USA, Ocean Nova expedition. Quark customer




                                                                                                            21
What is our response?
What is our response?
What is our response?

 Following a decade of rapid growth in customer interest and demand for ‘Adventure’ and ‘Off the beaten
Following a decade of rapid growth in customer interest and demand for ‘Adventure’ and ‘Off the beaten
 track’ travel our group of ‘Adventure’ companies continually seek to gain feedback from customers, via
 Following decade of rapid growth companies interest and demand for ‘Adventure’ and ‘Off the beaten
track’ travelaour group of ‘Adventure’in customercontinually seek to gain feedback from customers, via
 our own end of trip questionnaires, and from the market, using YouGov and other market indicators, in
 track’ travel of group of ‘Adventure’ companies market, using YouGov and other from customers, via
our own endourtrip questionnaires, and from thecontinually seek to gain feedbackmarket indicators, in our
 order to predict and satisfy future customer interests and demand. From our customers we know that
 own to predict questionnaires, and from the market, using YouGov and our customers we know that
order end of trip and satisfy future customer interests and demand. From other market indicators, in order
 they want to go further and experience more than ever before so our collective response to this demand
 to predict and satisfy future customer interests and demand. From our customers we know that they
they want to go further and experience more than ever before so our collective response to this demand
 is
 want to go further and experience more than ever before so our collective response to this demand is
is
 COMMUNICATION
COMMUNICATION
 • Communicating differently; our customers are naturally inquisitive and have adapted to the new
 COMMUNICATION
• Communicating differently; our customers are naturally inquisitive and have adapted to the new
 world of
world of
     • Communicating differently; our and communicate with them in their online world with
 • social media with ease. We go to themcustomers are naturally inquisitive and have adapted to the new
• social media with ease. We go to them and communicate with them in their online world with
        world of social media with ease. We communicate in their online world via




      Facebook accounts and fan       Twitter                        Live chat and forums on
      clubs                                                          brand websites



 • Better information; online technology and development give customers a virtual ‘try before you buy’
• Better information; online technology and development give customers a virtual ‘try before you buy’
    experience with
   experience with
      • Better information; online technology and development give customers a virtual ‘try before you
        buy’ experience with




      Videos                          Trekking routes with           Customer testimonials and
                                      Google Earth                   photos




22
What is our response?


INNOVATION

Content Evolution:
Sometimes it’s just the little tweaks that make a trip perfect, so by listening to our customer feedback we
can continually adjust and improve our product. Key changes in 2010 include

     • Better accommodation standards are now offered by The Adventure Companies in response to
       customer demand for activity during the day, but more comfortable nights
        • Headwater leads the way in offering superior levels of comfort with 95% of hotels offered
           being 3*+
        • The Adventure Company’s Collection offers the perfect balance between adventure and
           comfort in some of the world’s most amazing locations including; heritage properties in India,
           safari lodges in Africa, and colonial hotels in Latin America

     • Single parent departures introduced by The Adventure Company to Kenya, Cuba, Egypt, The
       Pyrenees and Turkey

     • Hands on Adventure introduced by The Adventure Company enabling customers to spend two
       or three days directly involved in community based or conservation projects around the globe as
       part of a longer holiday. Experiences include tracking bears and wolves in the Tatras Mountains, to
       spending time in a remote village in a tsunami-affected region of southern Thailand.

     • Private group departures facilitated by Exodus on most of their worldwide tours enabling a group
       of six or more friends or family members to have a unique experience together.




                                                                                                         23
What is our response?


Product Innovation:
A decade of relative geo-political stability, increased media coverage and a general easing of travel
restrictions has widened customers’ view of the world, so we are responding to their demands by
developing tours that go further and deeper into previously little-explored countries and continents
including

Central Asia
     • The Adventure Company’s Kyrgyzstan Tien Shan Horse Trek brings customers by horse-back to
       discover the untouched world of Kyrgyz shepherds, their yurt homes, through the Tien Shan
       mountains
     • Uzbekistan, offered by Exodus and The Adventure Company; The Jewels of Uzbekistan tour brings
       customers along the Silk Road through the ancient muslim city of Tashkent, to the ruins of Ayaz
       Qala and through the desert of Kyzyi-Kum.
Iran
     • Exodus’ Mount Damavand Ascent offers a tough, but rewarding climb overlooking the southern
       shores of the Caspian Sea.

Polar regions
    • Direct flight packages to Antarctic from 2010, saving travel time and avoiding the dubious
       pleasures of The Drake Passage
    • Quark Expeditions will be the first expedition cruise company to offer camping in Svalbard, in
       response to increasing demand for active adventures in the Polar regions.

Zimbabwe
    • Exodus’ Southern Africa Game Parks tour visits southern Zimbabwe’s Matobo and Hwange National
      Parks to view large populations of the Black and White rhino as well as the Black Eagle.

Kamchatka, Russia
   • Exodus’ Kamchatka Wilderness Trek will bring customers to one of the world’s most remote areas
     and some of the most active volcanoes, in a breath taking wilderness on the Pacific ‘Ring of Fire’.

Colombia
    • Imaginative Traveller’s new Colours of Colombia tour explores colonial gems such as Villa de
      Leyva and the ancient walled city of Cartagena as well as the Tayrona National Park, and the
      cosmopolitan capital of Bogota.

The alternative South Africa
    • Headwaters’ Drakensberg and Zululand walking tour offers a welcome escape for those not
       interested only in football when visiting ‘South Africa in 2010’.




24
What is our response?


SUSTAINABILITY

Sustainable and responsible travel is at the heart of each of the The Adventure Companies in everything
they do from product development to marketing.
TUI Travel’s sustainability policy (www.tuitravelplc.com) has four main pillars and each brands works
within these areas to ensure that our staff and customers respect the destinations they visit and that our
presence gives a lasting benefit to the communities there. Many of our customers have a natural desire
to ‘give something back’ so we strive to develop products and initiatives to develop sustainable tourism
projects in every corner of the earth we operate.

Carbon Management
Reduce the amount of carbon dioxide emitted by our operations – focusing on the most carbon-intensive
– and where possible, replace our existing energy supplies with those containing less carbon.

Destinations
Achieve measurable improvements to local livelihoods and environmental protection in key destinations,
ensuring our suppliers adhere to sustainability principles.

Our Colleagues
Support our businesses in engaging their people in sustainable development issues, through internal
communications and learning & development plans.

Our Customers
Drive demand for sustainable holidays by ensuring our businesses are leading their markets in
sustainability communications and avoiding ‘greenwash’.

“I am proud to work with a collection of some of the most ethical adventure travel companies in the UK.
Collectively we share the vision to make travel experiences special by providing adventure holidays with
minimal environmental impact, which respect the culture and people of our destinations, and offer real
economic benefit to local communities. The potential market demand for adventure holidays, as demonstrated
in this report, is phenomenal, but we are acutely aware that customer demand must be balanced with
sustainability. Working together with our local suppliers we are confident that we can lead the way in
delivering economic benefits to the areas we visit while satisfying customer demand.”
Colin Stump,
Managing Director, TUI Travel Adventure Brands




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For more information on this report or any media enquiries please contact
For more information on this report or any media enquiries please contact
Lynsey Devon
Lynsey Devon
PR Manager                                          Lucy Flew
PR Manager, Activity
0208 9398708                                        PR Executive
020 8939 8708
Lynsey.devon@tuitravel.com                          020 8939 5267
lynsey.devon@tuitravel.com                          lucy.flew@tuitravel.com
Lucy Flew
PR Executive
Suzanne Seyghal (from 18 January 2010)              FOUR Communications (Exodus PR)
0208 xxxxxxxx
PR Manager, Adventure                               Natalie Amos
Lucy.flew@tuitravel.com
suzanne.seyghal@tuitravel.com                       0870 626 9908
                                                    natalie.amos@fourcommunications.com
FOUR Communications
Natalie Amos
0207 xxxx
Natalie @xxxx


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