A mechanic by trade, Bill transformed a truck into his first public transport vehicle and, without yet knowing the full significance of what his vision would become, built the foundations of what has gone on to become one of the world’s longest-serving travel companies. The business has evolved dramatically over nine-and-a-half decades, growing from these humble beginnings to an industry-leading brand.
Still owned and run by the McGeary family today, they have been able to respond to an ever-changing world, and APT’s ability to adapt, learn and grow, combined with the passion shared by our owners, our amazing teams and our dedicated trade partners, have allowed us to enjoy this longevity and taken us forward to the cusp of our centenary and far beyond.
Today, we and our colleagues across the tourism industry face another challenge which we must approach with the same problem-solving spirit that Bill had all those years ago – climate change.
Tourism, done well, is an undeniable force for good. Responsible travel companies bring much-needed investment and support to underserved communities, help us to create deep and meaningful connections with our planet, and feeds our understanding of what it is to be human.
Our global colleagues and peers are driven by a common vision – to share the wonder that exists all around us. To travel is a part of the human condition and, without it, we can never truly understand our place in the world.
Yet for the benefits that it brings, our industry has also had to recognise its darker side as it evolved.
One of tourism’s most significant changes during our long history has been the journey towards mitigating its carbon footprint. To explore beyond our borders we, for now at least, remain reliant on fossil fuel consumption. Achieving carbon neutrality is the greatest challenge we face for the future; the continued success of APT and our fellow tour operators will rest on our ability to find a meaningful solution.
Our customers now demand it, and such is the importance of this issue that addressing it and protecting the gift of travel for future generations has rightly superseded most businesses’ drive for profits. If we don’t protect our greatest asset – our planet – we have no future as an industry.
There is no quick fix, and we cannot paper over the problem, and so it has unified our industry. We are seeing collaboration like never before. The sharing of innovation and the strength of a common effort has forwarded the cause at unprecedented speed. We have learned that when one of us succeeds, we all succeed.
So, just like Bill did 95 years ago, we need to continue embracing this challenge and see the opportunity that lies within. Together we can create something truly transformative, and a travel industry that we – and Bill – can be proud of.
Brad Bennetts is head of sales and business development for APT and Travelmarvel
