Involved Holidays has started selling through agents for the first time, and hopes they will help get across its concept of softer hiking breaks.
The man behind the venture is former Preferred Travel operations director Steve West. After the escorted touring brand collapsed in the pandemic, West bought its database, which provided a springboard for the new venture, launched in 2021.
Earlier this year, West hired former Newmarket Holidays’ head of trade and partnerships Richard Forde as sales director. West has tasked his old friend with growing the business, which has just seven staff compared with Newmarket’s 150.
“What attracted me was that it’s small, it’s somewhere I can make a difference,” Forde tells TTG. He describes Involved’s formula as “very relaxed holidays with walks”, usually around a week. “It’s five to eight miles a day then a rest day,” he explains.
“I did one in Majorca and found our clients all loved the down time. There doesn’t seem to be an equivalent in the market – other operators are generally more hardcore.”
Agent opportunities
Involved’s decision not to charge “a lot” of single supplements is another factor Forde believes makes its proposition unique, and he plans to use agents to target community groups like ramblers and the Women’s Institute. “I think it could be a good earner for them,” he says.
He’s looking to work with 200 to 250 agents, and an application to join Aito is also in the offing. “We are looking to be part of it from September,” he adds. Involved will carry just under 2,000 passengers this year.
“We’re aiming to expand the Atol to around 3,000 for 2026, but we’re sticking to short-haul,” Forde reveals. More staff are also being recruited, with Hayley Sumner, a former agent and Thomas Cook rep, joining as operations executive and Emily Dixon as marketing executive.
Forde’s plans include new branding, more social media and – for the first time – a trade push. “We need agents to promote and distribute us. The plan is to get the name out there – and the message that we are not just a walking tour operator, we offer holidays – with walks,” he says.
While Forde admits Involved’s trade business is currently “minimal”, he’s confident about the opportunity. “I would like 10% this year and 25% next year – we think there is a gap in the market.
“Agents have the national network and they are known in their local community, so we need them to promote and distribute. I told Steve there was a massive opportunity with agents because he has such a good product [to offer].” Some agents will get a chance to sample it towards the end of the year, with plans for a fam trip to Cyprus being finalised.
New products
Forde also plans to expand Involved’s portfolio, with Gran Canaria, Albania and a twin-centre Majorca/Menorca itinerary in the pipeline. Another initiative is Trails and Rails, combining a fly-rail itinerary with hiking. The first will be in Catalonia, with another planned in Portugal.
“We’re also looking at birdwatching,” he says. “A lot of our walks go along the coast, so there are synergies with birding.” A new “all singing, all dancing” website is due in the autumn, with downloadable marketing material and an enhanced agents’ booking portal.
May is National Walking Month, and could be the perfect springboard. If Forde has anything to do with it, more people will be putting on their hiking boots – but also taking a well-earned rest afterwards.
