NEW Adventure World Head of Product Anna Burgdorf believes the company has the scope to expand without sliding into “mass-market” territory.
Burgdorf, who took up the position at Adventure World last month, told travelBulletin the retail experience she gained in her years with Flight Centre’s luxury division will help her to drive product growth at AW.
“There’s no goal to be mass-market, but there is absolutely a willingness and a requirement for growth,” she enthused.
“The business wants to scale, and so looking at new opportunities in areas that we don’t currently service is a good opportunity for us, that’s a good chance for growth.”
Burgdorf said new destinations, particularly those which have only recently reopened after the pandemic, could come into view.
“I think we’ll continue to look for things that are different…in the market and in that FIT space, there’s certainly more opportunity for growth,” added Burgdorf.
“What’s important for us is to stay true to what the Adventure World philosophy is, understanding what that brand experience is, making sure that we are connecting with the right client through our trade partners,” she added.
Spreading awareness of Adventure World will also be key to Burgdorf’s plans, to both the trade and consumers.
“Talking more about it to the right trade partners…there’s not a huge awareness of Adventure World from a consumer perspective, but we believe the brand deserves to be known for what it does extremely well, and that will of course make us a more attractive proposition for trade,” she explained.
