Established in 1990, the Adventure Travel Trade Association (ATTA) serves more than 900 members in 80 countries worldwide. Members predominantly include tour operators, tourism boards, specialty agents and accommodations with a vested interest in the sustainable development of adventure tourism.
The market the ATTA is pursuing is adventure travel industry. Because the ATTA has a strong orientation towards low impact travel and less harm to the environment, the ATTA also positions itself in eco-travel industry, which is defined as “responsible travel to natural areas that conserves the environment, sustains the well-being of the local people, and involves interpretation and education”. (TIES, 2015)
Ten years ago, when Shannon bought the company, adventure travel industry has already existed. However, there was no company that dealt with adventure travel seriously and the quality of the service was bad. As a result, the ATTA was unique back to that time. Now, the adventure travel industry is much more developed, the volume of adventure travel tourists is booming very fast. The globalization development also advances the international tourism.
The ATTA delivers solutions and connections that propel members towards their business goals and the industry toward a responsible and profitable future. The ATTA excels in professional learning, networking and partnering services. With expertise in research, education, adventure travel industry news and promotion, members of the ATTA receive competitive opportunities that help establish them as leaders in adventure tourism.
Because when Shannon came to the board, there were already several business partners, he did not need to find the first customer. However, their clients were not satisfied with their service of the time, that was the critical issue facing him. To deal with the issue, he began to talk to every clients and hear what their demands were, what they envisioned from ATTA. The financial cycle was bad at the first year, there was small income, so Shannon and one full time junior assistant and one half time staff had to cut down their budget a lot. By sincerely listening to people’s feedback, things began to pay back after three years. For now, the ATTA have 16 full time employees, 5 part time staff and 5 contract employees.
For marketing channels for the public, they have platforms in Facebook, Tweeter, Instagram, Google Plus and Youtube. Email is also a frequent and suitable tool for the ATTA. Now, it has 20,000 professional to register the ATTA email serve list. Since the ATTA insists on a business to business model, it develops their customer normally through one to one conversation. Built on interpersonal communications, Shannon believes that this can be a strong and competitive tradition for ATTA to compete with other companies. They use Sales Force, a tool to track customer relationship, to manage their clients. This tool helps them record all the conversations, how complexity the conversation is, how people meet, what service clients want to or have purchase from ATTA, and who to contact. The ATTA also has its own channel the HUB, The Adventure Travel Social Network, working as a networking forum and new business development tool.
ATTA Website: http://www.adventuretravel.biz/