“Don’t be shy to recommend something that is really special,” Silversea’s UK and Ireland managing director Peter Shanks told agents gathered in Majorca for Barrhead Travel’s annual conference. 

His words were echoed by Niel Alobaidi, chief executive of Newmarket Holidays, who told delegates more and more Brits wanted experiences and adventure from their holidays.

According to Alobaidi, the adventure market has changed over the past few years, going from something chosen mainly by young people to something desirable by older customers too.

“The 55+ market is really expanding, people are getting more confident and they want to see more,” said Alobaidi.

Agents were also reminded adventure travel no longer has to be synonymous with long-haul trips staying in budget accommodation, with travellers – especially older clients – opting to adventure with a touch of luxury.

“Older people want adventure, they can pay for it and want luxury alongside it,” added Celebrity Cruises managing director EMEA Giles Hawke.

The panel shared some of their current focuses for adventure travel, both long-haul and short-haul, with Japan, Norway and the British Isles in demand.

Alobaidi said there was a "real opportunity" for agents to capitalise on demand for shorter-haul adventure travel.

All three panelists, though, agreed that agents needed to get out of their comfort zones to exploit this demand. "Adventure means different things to different people, so do things you wouldn’t normally do,” said Shanks.

“Then you can talk to your customers about how it feels to step outside of your comfort zone on a holiday, doing things that are more than the ordinary.”

Agents were also reminded to take time to understand clients’ wish lists, and be open when matching destinations with their desired experiences.