Face-to-face: Tony Daly, managing director of Ranch Rider
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What trends are they seeing in terms of UK visitors? Where are they going? What kind of experiences are they looking for?
We are seeing repeat visits to ranches and also destinations. While dude ranch owners have reported that more than a third of all reservations each season are made by repeat visitors, the ‘ranch junkie’ usually favours a specific location and wants to experience the same state or region at a different ranch every year.
Most clients who are booking ranch stays and also riding safaris have a desire to disconnect from the virtual world and reconnect with nature. This trend is also reflected in the growing number of clients opting for glamping accommodation. With the US National Park Service marking its centenary in August, this is a great opportunity for agents to sell ranch holidays in America and increase their commission prospects with add on self-drives – from only £595pp (two sharing) including car hire and accommodation.
Health & wellness experiences are also gaining ground with clients. This travel trend is reflected at many of the properties in our collection; yoga sessions, massage services and spas now common offerings. In October, Colorado’s Zapata Working Cattle & Bison Ranch will launch a Yoga & Ride week with five nights priced from £1,848pp. Daily sunrise and evening yoga sessions are included in the stay.
Multigenerational travel might be a trend that started stateside, but we’re certainly seeing more family bookings which include extended family. There’s no age limit when it comes to saddling up so riding safaris and ranch holidays appeal to groups with ages from eight to 80 years and beyond.
What are the most popular destinations at the moment? What are the fastest growing destinations?
Ranch holidays in Canada have taken off this year, as sterling offers real value for money on the exchange rate with the Canadian dollar. WestJet’s recently launched cheap fares from London to Vancouver, Edmonton and Calgary will also draw more travellers to British Columbia and Alberta. Journeys will be made in WestJet’s new Boeing 767 aircraft with bargain one-way prices between £137 and £205. Home to the Calgary Stampede (08-17 July, 2016), we are expecting sales for Wild Rose Country to grow in the period leading up to the summer, with Alberta tipped to be one of our top Canadian provinces this year.
We’re also seeing increased interest for riding safaris in South Africa due to the weak rand. Four nights at Camp Davidson, a glamping experience in the Waterberg region costs from only £695pp (two sharing). On a par with four and five star resorts, these properties offer personalised service and luxury accommodations so many clients are choosing to upgrade this year. We offer add on self-drives in South Africa and having travelled extensively in the country, our expert advice is often helpful in closing the sale and encouraging repeat bookings with agents.
Recent research from BA claimed with the good exchange rate, Cape Town in South Africa is becoming one of the hottest spots for families to travel to. The Zulu nation will also celebrate their bicentennial this year so we would expect to see increased demand for self-drive extensions covering the KwaZulu-Natal province riding safaris in the Pakamisa Private Game Reserve – six nights from only £725pp (two sharing).
What your most popular packages?
We recently celebrated 20 years on the trail and while we have expanded our offering to include Argentina, South Africa, Botswana, Namibia and Tanzania, North America is still our most popular territory. We are well known for our handpicked collection of authentic western holidays and Colorado, Wyoming, Montana and Idaho continue to feature in our list of most popular US states.
Are you planning anything special for the US National Park centenary celebrations?
We will be working closely with our partners to help promote the US National Park centenary over the course of the coming months. Montana’s Lone Mountain is about to launch its Yellowstone Centennial Special. The luxury guest ranch is offering a complimentary second private tour in the national park on August seven night stays – a saving of over £400 for a family of four.
What tips can you give UK agents looking to sell these experiences?
Emphasise the value & keep it relevant: Most ranches will incorporate all meals, accommodation, the majority of riding activities and some additional adventure pursuits like yoga and mountain biking in the cost of the holiday. Arizona’s Tanque Verde Resort Ranch includes guided hikes in the Saguaro National Park in the seven-night stay and horseback rides in the Great Sand Dunes National Park are part of the package at Colorado’s Zapata Working Cattle & Bison Ranch.
Know your national parks: America’s National Park Service centenary makes 2016 a great year to benefit from ranch holidays and self-drive add ons in the US. Your first-hand knowledge of the parks and the activities offered within them could make a huge difference when it comes to length of stay and commissions.
Understand your clients level of experience: A working/guest ranch might be better suited to a first time rider who wants to experience the cowboy lifestyle. These ranches will offer a chance to experience cattle gathers and clients will still have additional pursuits available to them.
Highlight destinations where the pound will go further this year and relevant upgrades: Most clients will have done their research on the Internet regarding currencies, but flagging up the cost of upgrades to luxury accommodation might provide the added wow factor to clinch the sale.
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