Barrhead Travel has launched its first branded touring brochure after a spike in demand for escorted tours and adventure holidays.
The agency chain says it has seen a steady year-on-year increase in demand for touring products, with bookings up some 20% on 2017.
This growth has been driven, Barrhead said, by a widening range of customers, particularly millennials and solo travellers.
High performing destinations include North America, Canada and Asia, which all feature in its new “magazine-style” consumer brochure.
The brochure will be racked at Barrhead’s UK-wide store network. The chain also plans to devote additional marketing spend to the touring sector next year.
Barrhead believes its boom in touring bookings is indicative of a shift away from traditional bucket and spade packages towards more authentic, experiential and active getaways.
Managing director Jacqueline Dobson said: “Launching our first own-branded touring brochure is a milestone for us as we continue to grow our adventure and touring clientele.
“We have found our growth in this sector is down to several specific customer profiles, one being millennials who value experiences in alternative destinations made possible and affordable from touring and adventure holidays.
“Another is the rise in solo travellers. While there are still many single travellers looking to share experiences with like-minded companions, there has also been a rise in individuals leaving a partner or friends at home to find their own sense of adventure in a group tour.”
Dobson added its tour operator partners were quickly adapting to the demands of new touring customers by bolstering their offering and championing unique, local experiences.
“Tour operators are responding to recent trends by offering superior levels of comfort, more inclusions in the price, greater access to more remote locations and higher flexibility within the tour,” said Dobson.
“On top of this, our team has the ability to customise the experience further such as turning a stop-over into an additional city break, adding extra nights in preferred locations and providing added dimensions to the trip such as motor-homes and excursions.”