ATTA Launches First Phase of Online Consumer Initiative
SEATTLE, WA, September 25, 2007. With today's first-phase launch the Adventure Travel Trade Association (ATTA) introduces to adventure tour operators globally a new, consumer-facing online directory for travelers interested in researching and accessing trusted adventure tour operators.
Featuring only pre-qualified ATTA members, the new site provides consumers with an in-depth directory of physical, cultural and nature-based adventure travel tour operators from around the globe, plus a host of trip planning resources. The ATTA launched Adventure.Travel in response to increasing demand for a reliable and credible online resource for consumers.
"In a time where paid placement tends to secure top billing in online directories, Adventure.Travel instead delivers high quality, trusted tour operator listings affiliated with a respected global trade association," said ATTA President Shannon Stowell. "In this case, it's not about having the biggest directory, it's about having the best quality resources to build confidence among travelers."
Adventure.Travel provides consumers with a starting place to find the adventure travel service or product provider that matches their needs. A major difference between the ATTA's new consumer resource and other adventure travel online directories is that tour operators at Adventure.Travel may not purchase their way to top listings. Instead, participating businesses rise in directory search rankings based on quality measures. Such measures include membership in the ATTA, consumer reviews (launches November 2007), and eventually signed commitments to pursue sustainable tourism practices (e.g., cultural, environmental and wildlife conservation and protection) and adherence to best practices. Individual tour operators will receive a rating based on a rating scale.
In late 2007, Adventure.Travel consumer review capabilities will go live, providing customers the chance to rate and share specifics about the trips they've actually experienced. Random site visitors may not place a review on the site; only previous clients of listed tour operators may post reviews. Tour operators will have the opportunity to respond to, but not change, client reviews. Reviews will be used by potential consumers to aid in their trip decision, and used as a weighting attribute (one of several) within search engine results-higher ranked companies appear higher within search results. Adventure.Travel site upgrades in 2008 will introduce adventure resorts/lodges and specialty adventure travel agent and agency listings.
In addition to launching Adventure.Travel with the '.travel' top-level domain because it is easy to recall, it's also part of a broader initiative within the travel and leisure industry to deliver to consumers more precise online results to their travel queries. 'Dot-travel' also provides greater ease in purchasing from travel suppliers and helps to build trust among travelers because businesses using ".travel" must establish proof as a valid and professional travel business.
Supported by print and online advertising in the United States, Adventure.Travel site visitors may browse and search by destination and activity. Search results include overview profile information - provided by the operator and reviewed by the ATTA - about a select group of ATTA member tour operators. Browsers may then link directly to the operator of their choice to learn more, contact customer service staff or book a trip. ATTA receives no listing revenue from tour operators in this directory.
Adventure.Travel is an initiative of the Adventure Travel Trade Association. Key sponsors include founding partner ExOfficio, along with W.L. Gore & Associates, which provided major underwriting for the consumer initiative. Additional partners include Virtuoso Active & Specialty Travel and Altrec.com. ATTA's Adventure.Travel initiative has garnered the interest of outdoor gear manufacturers and retailers because of the natural ties between the adventure travel and outdoor gear industries.
"The GORE-TEX Brand is all about ensuring 'the wearer's experience' - climate comfortable protection that can master the extremes," said Mike Adams of W.L. Gore & Associates. "What better stage to showcase our brand than Adventure.Travel, where the consumer goes in search of the ultimate experience?"
Hosts of the annual Adventure Travel World Summit, the Seattle-based Adventure Travel Trade Association (www.adventuretravel.biz) is a strategic membership organization dedicated to raising the profile of adventure travel globally. Established in 1990, the ATTA provides services, knowledge, and connections that help its members succeed in their businesses and contribute to responsible industry growth.
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