Quark Expeditions has joined the Association of Touring and Adventure Suppliers (Atas) as part of its drive to boost trade relations and reach a broader UK audience.

Becky Francis, the cruise line’s London-based EMEA regional sales director, said: “Quark Expeditions is eager to utilise our Atas membership to strengthen existing partnerships and forge new collaborations with travel agents in the UK.

“By expanding our network, we aim to ensure that more UK travellers have access to the extraordinary experiences offered by Quark Expeditions in the polar regions.”

She took up her role with the Seattle-headquartered polar cruise specialist in September as part of its “continuing investment in trade sales as a pivotal driver of its global growth”.

Francis added: “UK travel agents play a crucial role in our expansion strategy. Their local expertise and personalised service align perfectly with our commitment to delivering exceptional polar expeditions.

“By engaging with UK travel agents, we aim to reach a broader audience.

“We see these agents as essential partners in introducing the wonders of Antarctica and the Arctic to an increasing number of UK travellers.”

The cruise line will raise its profile in the UK trade this year by taking part in industry events, conducting training and developing partnerships with key travel agencies.

It will also offer “attractive” incentives, marketing support and fam trips to help agents sell its expedition cruises.

Francis said Quark Expeditions has seen a “surge in interest” for Antarctica and the Arctic among UK consumers, adding: “There is a notable inclination towards higher spending, indicating a growing appetite for adventure travel experiences.”

She said Quark’s fleet of ships caters to various budgets, while itineraries and activities are being adapted to accommodate the “tastes of UK holidaymakers”.

“Engaging with the touring and adventure sector provides a platform for us to connect with dynamic agents who are actively seeking novel, unique and awe-inspiring journeys to present to their customers,” she added.

“We are confident that our offerings can bring substantial value to their portfolios, enhancing the overall experience for both agents and their customers.

“We intend to highlight the uniqueness of Quark Expeditions as the only cruise company exclusively focused on the Arctic and Antarctic.

“We believe this exclusivity sets us apart and provides UK travel agents with a distinctive offering for their clients.

“As Antarctica and the Arctic become prominent destinations on many travel bucket lists, we want to showcase why choosing Quark Expeditions ensures an unparalleled and specialised experience.

“We also want to demonstrate how Quark Expeditions can be a valuable partner for UK travel agents, providing exclusive opportunities for both them and their clients.”

Claire Brighton, Atas director, said: “It’s a fantastic way to start 2024 by announcing Quark Expeditions as the latest member of Atas.

“Their commitment to the travel trade and partnership with Atas mean that agents will have plenty of opportunities to learn more about how to sell Quark’s breath-taking polar itineraries and adventurous activities.”