Building A Following

In this week’s Travel Courier, staff writer, Ian Stalker reports that the latest entrant in Canada’s adventure travel market has its eye on travellers who are feeling kind of energetic.

British-based Exodus Travels – in business for over 40 years – has set up a Toronto office, sharing resources with other members of PEAK Adventure Travel Group, which also includes Intrepid Travel and other tour companies under its umbrella.

Exodus’ North American marketing manager is Katy Rockett, who was earlier part of Intrepid’s Toronto office and is confident that Exodus can build a following in this country, in part because of what she labels specialist itineraries that may have people “explore a destination in a very unique and intimate way, either on foot or from the seat of a bike. Exodus also offers a number of niche itineraries, such as polar, family, wildlife and winter getaways.”

Walking and cycling tours have a grading system indicating how challenging an itinerary is.

Rockett conceded that Exodus – represented for eight years in Canada by PEAK predecessor Adventure Center – hasn’t had a high profile in this country.

“Building brand awareness for Exodus will definitely be a challenge, but the reality is that there is a vast amount of opportunity for the brand and very high demand for the style of travel – particularly with active itineraries, which now account for the majority of the product sold out of North America.”

For the full story, check out this week’s digital edition of Travel Courier by clicking here.