Profiling agents’ clients next step for G Adventures

The sustainability-focused operator offers more than 750 tours worldwide across nine tour styles including classic and active tours, 18-to-30-something trips and local living options.

Brian Young, managing director of G Adventures, told TTG it was “profiling” the type of clients served by agencies to identify which of its touring styles best suited the agent’s customer base.

“We have such a huge amount of product, with 750 tours, and many different travel styles,” he explained. “We want to understand which of our travel styles fits best with each agency. There’s no point promoting our 18-30s style if it’s not suitable for an agency’s customers.

“We’re asking agents – what’s your demographic and target audience? Then we can look at how we can boost support and training for them. They might be cruise experts, so our Galapagos options would fit nicely.”

Young said G Adventures had been concentrating on working with independent agencies in the past 18 months, and the operator now has a sales team of 10 on the road around the UK and Ireland.

“As a result of this focus, we’ve seen triple-digit growth from homeworkers and double-digit growth from consortia and independents over the last 12 months,” he said.

Young added the escorted touring sector had enjoyed “a big growth spurt” in recent years.

“Over the last three years, we’ve been pushing the touring sector and increasing our visibility,” he said.

“What’s great for agents is that it is a high-touch product – customers need travel agents’ expertise to match them with the right tour.”

Young stressed another key selling point was G Adventures’ focus on “social enterprises” and ensuring local communities benefitted directly from its trips. “Our ethos is ensuring tourism is a power for good,” he said.

G Adventures will be announcing plans for new itineraries and other future initiatives in September.