A&K reports domestic holiday surge
Abercrombie & Kent's Australia program, now in its fourth year, is enabling the upmarket operator to "tap into" a segment of the market that it was not speaking to previously, its local boss has revealed.
Sujata Raman told Travel Today that, since starting to sell Australian experiences to the domestic market, the program has grown from a "standing start' to now account for 20% of the firm's core business, with double digit growth recorded each year.
"For many years we didn't sell inbound product domestically – it now seems remiss in hindsight," she said.
"People always thought of A&K as a long haul international holiday so the Australian program is now getting the same client base and a new client base as well."
The average trip length is between four and seven days, she revealed, with clients often taking several shorter trips in between their longer holidays.
The Kimberley has emerged as its most popular destination, with its range of luxury lodges, such as Qualia and Southern Ocean Lodge, also performing well.
The domestic program is now also being rolled out to international markets such as the UK.
"Those travellers are certainly a lot more familiar with Australia, so they are looking for things the locals like to do and off the beaten path experiences," Raman said.
Its new Australia and Papua New Guinea brochure was released last month.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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