The operator has unveiled plans for training, incentives, marketing support and new partnerships to help it forge fresh relationships with agents.  

Speaking exclusively to TTG Luxury, commercial director James Turner said the operator expects to achieve a 30% growth in sales for the year ending May 2024, compared to the same period in 2019. He said: “Our business is solid, it’s robust, it’s thriving, and the biggest part of the future is developing our trade business. It’s very exciting, and we can’t wait for agents to join us.”

Wildfoot was founded 34 years ago, originally focusing solely on expeditions to the Arctic and Antarctica, and has expanded over the years to feature a wide portfolio of remote locations, wildlife, wilderness and adventure products. Currently half of the operator’s business comes from expedition cruises. 

Supporting the trade 

Turner joined the business in March, having previously been AE Expeditions’ senior business development manager for the UK and Europe, and has been tasked with developing trade relations. The operator already works with a small number of agents, including through the Elite Travel Group and Turner said it will soon be joining another “very highly regarded consortium” as a supplier. 

Turner hopes to partner with 120 agents, including 30 “very key, strong partners”. Commission agreements will be made with all businesses, and he added: “Our products can be £8,000 to £10,000 a head, so it’s very lucrative for agents.” 

When agents make their first booking Wildfoot will adopt an animal in conjunction with the WWF – including orangutans, penguins, polar bears and turtles – which agents can keep or re-gift to their client. "It’s lovely, because throughout the year they’re going to get updates on how their adopted animal is doing, and they get a lovely gift pack,” Turner said. “We’re all about giving back and we really wanted that to come across. Conserving and preserving the natural world has to always come first.” 

For their second booking agents will receive a £100 gift voucher of their choice, and for their third they will be entered into a draw to win “an ultimate fam trip”. Turner added: “When you’re dealing with a small portion of agents, the odds are very high!” 

Wildfoot has aligned its CRM system with its agent customer journey, ensuring there are multiple touch points throughout the process that anticipate what the customer will need or ask about at each stage, from packing lists to destination questions. Turner explained: “It’s decades of knowledge that we’ve accumulated, so we’re pre empting where those questions are going to come from. Having those touch points in place to help manage those potential pain points, hopefully makes life very easy for our agents.” 

Training will be offered on a one-to-one basis, tailored to agents’ needs, and agents will be able to book three-way video calls with themselves, clients and a member of the Wildfoot team. They will also receive support with window and display graphics and video content, and Wildfoot will partner with them on events. “Everything we will do for agencies is going to be bespoke, just to create really unique opportunities individually for them,” Tumer added. 

Ahead of the January peaks Wildfoot will release two brochures, with one focused on expedition and another on land-based trips. “When clients are looking for that ultimate trip, our research shows that they really are looking for something tangible that they can feel and touch, and over 70% of our clients say they really value having a physical brochure for inspiration,” Turner said. 

Existing Wildfoot clients are normally over the age of 55, very well travelled, and many have already visited the Arctic and Antarctica multiple times, alongside warmer expedition destinations. Turner added: “It gets very addictive, this sort of lifestyle.” 

He continued: “We’re not looking to hammer down every single door out there. We really want to work closely with select agents that really share our values. We’re deeply passionate about the natural world, creating low-impact, extraordinary, life-changing adventures and experiences for our guests. We’re very much about connection with the planet, with each other, and that sense of community, and we’re thrilled to work with the trade in developing long-term relationships, and being part of that community that’s so so important to us.”

Agents can contact James Turner on agents@wildfoottravel.com