james herbert audley travel

Audley Travel

Product And Operations Director at Audley Travel

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James H. has a extensive work experience in the travel industry. James began their career at TUI Travel PLC in 2002, where they held various roles including Commercial Manager, Head of Air Product, and eventually became the Head of Commercial. James then moved on to work at Australian Pacific Touring as a Commercial Manager from 2007 to 2010. James H. then joined STA Travel in 2010 as the Commercial Director of Bridge the World. In 2012, they joined Audley Travel as the Head of New Source Markets, and later served as the Head of Commercial, Operations and New Source Markets. James was then promoted to Product Director, and is currently working as the Product and Operations Director at Audley Travel.

From 1995 to 1999, James H. attended Bournemouth University where they pursued a Bachelor of Arts (Honors) degree in Tourism.

Nick Longman

Product And Operations Director

Emily Siyovelwa

Africa Regional Sales Manager

Courtney Mercy

Regional Sales Manager

David Phillips

Chief Financial Officer

Product Owner

Cass Miller-Jones

Head Of Target Client Experience Solution

Pía Carloni

Sarah Powell

October, 2019 - present

Product Director

April, 2016

Head Of Commercial Operations And New Source Markets

December, 2014

Head Of New Source Markets

December, 2012

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Eight trends we took away from audley travel’s 'premium travel report'.

Tailor-made specialist Audley Travel has released its latest research into the UK premium travel market, while reiterating its desire to work with agents. Here are the report’s key findings.

The long-haul tour operator, which has been edging closer to the trade since Nick Longman became chief executive in 2019, surveyed 2,000 travellers across the UK.

Different age groups and locations were represented, and the majority had not travelled with Audley so it is a market overview, not an Audley client overview.

Longman said the resulting research showed that people still wanted to treat themselves: “The commitment to premium travel remains as strong, if not stronger, than it was pre-pandemic.” "The results are certainly encouraging for the industry as a whole," he added. 

Presenting the research, members of Audley’s senior team spoke about their own destination trends, which included travelling out of season becoming more normal – this was influenced by the pressure on availability of premium experiences, caused by pent-up demand post-pandemic.

While the research revealed travellers wanted more sustainable choices, Longman said the business was not tempted to make carbon offsetting mandatory.

“If the travel industry took a stance, then the whole industry would need to get behind that. But if a business decided to do it unilaterally, it would be hard one to sell. It has to be client choice, and anything imposed mandatorily means you are making that decision for the client.”

Chief marketing officer Daniel Robb agreed, saying: “When we asked, would you be prepared to pay a surcharge for long-haul travel, the answer was local single digits. But would you like to be offered sustainable choices, different story, that was high double digits.”

Product and operations director James Herbert said that Audley had expanded its range of Responsible Choice stays and experiences, with 350 products for customers to select, from eco-friendly accommodation to experiences giving back to communities. 

“People are starting to seed these into their two-week trips – for two/three days at a time, and that will build up some steam,” he said.

Herbert highlighted new product that fit with demand for slow travel and community engagement, such as the Pekoe Trail, a new walking trail in Sri Lanka.

“This 300km trail can be broken down into smaller sections, – because it’s not signposted, you would probably get lost unless you do it with a local guide.” Playing into “going off the beaten track”, a new experience at Kualoa Ranch shows a completely different side to Hawaii, while adding Explora’s new Travesia journey enables clients to explore two remote areas of Latin America – Chile’s Atacama Desert and Bolivia’s Uyuni Salt Flat.

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Here are the main takeaways from Audley’s market report about premium travel:

Travellers are willing to spend

The average spend for a two-week trip, taking into account travel, accommodation and activities, was almost £5,000 per person, with 41% planning to spend more on their holiday than they had in the past, and 10% expecting to double what they spent five years ago. However, 29% said they would be spending less. 

They want to explore new destinations

When asked what was important about their holiday, 53% wanted to travel to a destination they had not visited before, while 26% preferred familiar places. One-third (34%) felt it was important to travel to exclusive destinations that not all holidaymakers visit; and 37% wanted to travel off-the-beaten track.

Local guides are in demand

More than half of those surveyed (53%) wanted to spend time with local guides and grow their destination knowledge from an authentic source.

Upgrades are there for the taking

When it came to asking about flight class and hotel ratings, 55% travelled in economy class on their last trip, with 30% favouring premium economy, nine per cent choosing business and six per cent splashing out on first. Regarding accommodation, 44% stayed in a four-star hotel and 31% in a five-star hotel.

Western Europe leads the way

When asked where they had travelled in the last five years, Western Europe was the most popular region, with 56% having visited in the last five years. North America was next most popular (41%), followed by Eastern Europe (28%), South America and the Caribbean (18%) and the Middle East and Australia & New Zealand, both 15%.

The beach is calling

The most popular holiday type, again in the last five years, was a beach holiday, enjoyed by 63% of respondents. More than half (51%) had taken a city break, 31% had travelled to meet friends and family, and 23% had travelled to visit a theme park. When asked what type of holiday they intended to take in the next two years, beaches again came out top, with 62% saying they planned to take a seaside holiday.

Step forward, specialists

Three-quarters of respondents (75%) said it was important to have advice from someone with specialist expertise on their chosen destination when they book.

Sustainable travel needs to be an option

More than half (57%) of respondents said that having sustainable travel options, (eg lower carbon flights) was important to them, while 31% said sustainability had a strong influence over their travel choices.

When Nick Longman joined Audley Travel in 2019, agent sales were just 1% of the business. Since Audley appointed Greg Thurston as trade sales manager at the start of 2020, that share has slowly expanded: “Trade sales are still in single digits but they are growing, and we do want to sell more through the trade,” explained Longman.

“We recognise there are some very good agents out there with loyal client bases. We want to add more resource alongside Greg, but there’s no target to grow the department, we’ll let it build organically as the business comes in.”

Longman indicated that growing the trade business was something he was personally invested in, given his background in distribution. “It’s an area I like, I know something about, and I still have the contacts we can utilise,” he said.

He recognised there was a trust element to overcome because the Audley tailor-made service model meant it was more efficient for Audley’s destination specialists to talk to the client direct, but he gave this assurance: “We will not market directly to an agent’s clients intentionally. We recognise agents have worked hard to build their relationships and we’re not looking to take those over. We’re actually finding when we work in partnership with an agent, our conversion rates are higher.”

“Without a doubt, please come forward if you think your clients would like an Audley holiday,” he urged. “We are keen to hear from you.”

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Heather Heverling Begins as President of US Business at Audley Travel

Tour operator Audley Travel announced the appointment of Heather Heverling as president and managing director of its U.S. business based in Boston at the beginning of the year. Heverling officially joined Audley’s business in May.

She most recently served as president of AdventureWomen, where she has been president for the last two years. Previously she spent most of her career at Grand Circle Corporation, moving onto senior vice president of product management at National Geographic Expeditions, according to a press release.

“I am delighted to welcome Heather to the senior team at Audley as we move to a new stage for our US business,” Audley Travel CEO Nick Longman said in the release. “We have ambitious growth plans and Heather’s significant experience, insight and skill-set mean she is perfectly placed to help us achieve this.”

Heverling said: “I have followed Audley from the moment they entered the U.S. market and opened the Boston office, and have admired the company’s growth as a pioneer in the tailor-made travel space. Travel is such a personal decision, and travelers want to experience a destination in a way that is most meaningful to them – how, when and where they want. Audley’s ability to customize a travel experience that caters to each traveler’s personal specifications with top-notch destination knowledge and world-class service is second to none. I’m eager to work with the team to continue achieving significant growth while keeping the traveler experience at the forefront.”

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Magical travel along the Ancient Silk Road

“It’s quite magical to think of people traveling such huge distances on the back of a camel,” Roberta James said of the storied Silk Route’s allure. “It’s quite a romantic vision.”

While traveling camelback wasn’t the mode of transportation, James and her ten fellow travelers on Audley Travel’s 21-day “Journey Along the Silk Route” tour through Western China, Uzbekistan and Kyrgyzstan managed to cover more than 14,000 miles along the same path that played host to countless explorers, traders, craftsmen, shepherds, farmers and conquerors (including Alexander the Great and Genghis Khan). Plus, she got to experience much of the romance and wonder she sought along the way.

When James began planning her trip nearly a year ago, Audley Travel was an obvious choice, since she’d traveled with the tour operator on individual trips in the United States, Japan and Australia, and had been impressed with their level of service and attention to detail. That’s by design, according to Claire Saylor, Senior Marketing Manager for the tour operator’s U.S. division. “While traveling with Audley, travelers work with a Country Specialist to help hand-select the experiences and destinations that would be most meaningful to them based on their interests and requirements, from the destinations you’ll visit to hotels, tours and recommendations on how to spend your free time,” she explained of her company, which specializes in custom itineraries to more than 80 countries around the world and has been a member of the United States Tour Operators Association ( USTOA ) since 2016. “The USTOA seal of approval assures travelers that they are working with a business that adheres to the highest industry standards.”

While the full Silk Route extends all the way from Beijing to Turkey and would require months to fully explore, this three-week tour hit many of the important highlights, beginning with Beijing. James chose to arrive in the modern Chinese capital city a day early, to give herself a bit of breathing room before hitting the ground running. While there, a visit to the Great Wall of China was a must-do. While the Wall can be accessed just an hour outside the city, Audley’s guide, Catherine, arranged for the group to trek farther out, giving them a reprieve from the typical hordes of tourists. “We got sections of the wall to ourselves. It was worth every minute of the journey,” James explained. “Just sitting quietly and seeing this amazing wall disappearing into the distance was spectacular.”

Next, the group of intrepid adventurers boarded a bullet train—which can reach speeds of more than 150 miles per hour—to Xi’an, in the Shaanxi Province. There, a visit to the awe-inspiring Terracotta Army, one of more than 50 UNESCO World Heritage Sites in China, was an unforgettable experience. Dating back more than 2,000 years, the Terracotta Army is one of the most significant archaeological discoveries of the 20th Century, and consists of more than 7,000 soldiers, horses, chariots and weapons, all made out of pottery. “The Terracotta Army is mind-blowing,” James noted after seeing it in person, adding, “There’s always so much more to see.”

Then, it was onto Dunhuang, a cultural and religious crossroads along the Route, via a motorcoach. The group had the rare experience of seeing the Gobi Desert at night, with a lightning storm flashing brilliantly around them. In the morning, they woke up to view Echoing Sand Mountain’s jaw-dropping sand dunes, which James said “are massively impressive.” The biggest daredevils in the group chose to see the dunes from above in a microlight glider, while others made the trek on foot. However, the guests were able to glimpse perhaps the oldest mode of transportation along the Silk Route: A camel caravan. Another of Dunhuang’s treasures are the Mogao Caves, otherwise known as the Thousand Buddha Grottoes. The intricate web of 492 caves, originally established in 366 AD, house more than 2,000 statues and 53,000 square yards of vivid murals. While photos are not allowed inside the caves, the vibrant ancient artwork left an indelible impression on the Audley guests, aided by a local expert. “Our local guide walked us around and added stories that tied it all together, with a bit of history, adding layers of interest,” James recalled. “Without fail, every one of the local guides managed to answer all of our questions.”

Audley arranged for the group to be accompanied by an English-speaking guide plus a local guide who is intimately familiar with the area and its treasures. “The number one concern people have is language. As you’re traveling that way across China, there will be people who don’t speak even Mandarin,” explained John Cole, Audley Travel Senior Russia & Central Asia Specialist. “Your guides can make things happen, because you’ve always got that translator there. That’s the thing guests were most concerned about, but they always say it’s a non-issue with Audley.”

The next stop on the Silk Route was Turpan, another important stop for traders. The guests went to Tuyoq Valley, where they visited the beautifully preserved village of Uighur and joined a local family for a lunch of homemade noodles in their courtyard, under the shade of mulberry trees. Those intimate, local experiences gave the trip extra texture and flavor for the Audley travelers. Then, the group stopped at Gaochang, an ancient city on the rim of the formidable Taklamakan Desert. Nearby, the spectacular Flaming Mountains provided yet another tour highlight. Made of rust-colored sandstone, the mountains seem to rise up in every direction.

The final China stop along the oldest trading route in the world was the rustic and exotic city of Kashgar, where Audley tour guests visited the Sunday Market, the jewel in the crown of the destination. There, thousands of locals descend on the city for livestock trading, making the scene much the same as it was centuries before. It was perhaps the perfect way to end the group’s time in China, offering a vivid reminder of the history in play in this remote, exotic part of the world, before they continued the trip on to Kyrgyzstan and Uzbekistan.

The famed Silk Route has seen an eclectic mix of travelers for more than 2,000 years and as James will tell you, this trip is much more of a journey than a vacation. “I don’t think you choose this trip unless you are adventurous,” she said. “You’re going to be mind-blown by the buildings and the size and what people have done over time. You don’t get that experience unless you’re willing to put a bit of effort in.” Even given the sometimes early mornings, late nights and great distances covered, she said, “For me, it was the trip of a lifetime and it delivered everything I wanted it to be.”

To search itineraries from Audley Travel and other members of the United States Tour Operators Association that provide trips to China – from budget to luxury, escorted group tours to private journeys, couple-focused to family-friendly, and more – visit https://www.ustoa.com/why-we-travel/china .

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Audley Travel Names New President

Photo: Heather Heverling

Boston-based tour operator Audley Travel announced on Thursday that Heather Heverling will take over as president and managing director of its U.S. business starting this May.

Heverling most recently served as the president of women-owned adventure tour operator AdventureWomen and had previously served as the senior vice president of product management at National Geographic, and the senior vice president of worldwide operations at Grand Circle Corporation.

In an announcement on Wednesday, Audley Travel CEO Nick Longman said that the move is part of a “new stage for our U.S. business.”

“We have ambitious growth plans and Heather’s significant experience, insight and skill-set mean she is perfectly placed to help us achieve this,” he said.

Heverling added that she is “eager” to work with a growing U.S. team for Audley.

“I have followed Audley from the moment they entered the US market and opened the Boston office, and have admired the company’s growth as a pioneer in the tailor-made travel space.  Travel is such a personal decision, and travelers want to experience a destination in a way that is most meaningful to them – how, when, and where they want.  Audley’s ability to customize a travel experience that caters to each traveler’s personal specifications with top-notch destination knowledge and world-class service is second to none,” she said.

Audley Travel also recently launched an all-new travel advisor hub that provides a variety of marketing and educational tools. The travel operator also launched its first-ever worldwide brochure specifically for advisors.

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Audley travel is changing the way travelers take luxury vacations.

The company's expert guides bring the heart and soul of each destination to life

by Rachel Dube

August 28, 2023

Kwessi Dunes quad bike tour in Namibia / Photo: ©Laura Jane Dale/Audley Travel

The most memorable vacation is one that aligns with your personal preferences, including your preferred way to fly, the activities you want to do, and your preferred pace and hotel style. This is what Audley Travel offers, and it is precisely why customers choose them to plan their vacations.

“We opened our doors in Boston almost 10 years ago and found that truly tailor-made trips were a hole in the market, especially the luxury travel market in the U.S.,” says Claire Saylor, Marketing Manager at Audley Travel. “That meant we had to really educate travelers that this style of travel even exists. What we offer is a hybrid between working with a highly specialized travel advisor and a tour operator. We have country specialists for more than 85 countries around the world that work with each client to plan a custom trip designed uniquely for them.”

Country specialists help Audley Travel stand out from other travel companies and platforms. “Each year, they return to their destinations on research trips to stay on top of what’s new in the region,” says Saylor. “Every stay and experience we recommend has been vetted by someone who works at Audley so we can ensure what we’re offering is the best in class and really tailored to what the client is looking for.” With on-the-ground experience, the specialists can answer a whole slew of important questions—including tipping standards, what to pack, how to get around, etc.—that individuals will want to know before visiting.

Camel ride at Erg Chebbi, Morocco / Photo: Courtesy of Audley Travel

Before planning itineraries, Audley meets with clients to discuss their vacation goals. “We’re really looking for what drives them to travel, and what their passions are,” says Saylor. For instance, let’s say you’re interested in Jewish Heritage, astronomy, or following in the footsteps of Gandhi. Audley’s specialists try to pick up on unique ways for you to connect to your location that you wouldn’t necessarily expect.

“There are just really interesting elements that you can pull out and find connections to, which ultimately give our clients a more meaningful experience on their trip. We like to say everything is tailored to you these days, ranging from your Spotify playlist to your wardrobe, and we are bringing that individualized service to travel.”

“We’re constantly evolving our experiences to cater to our travelers’ requests and feedback,” explains Saylor. “The best reviews we receive come from experiences that don’t match your stereotypical view of luxury travel. We hear clients rave about the relationships they were able to build with our expert guides, unexpected or serendipitous moments, singular access to natural wonders, and creating new memories with their loved ones as highlights of their trip.”

As a result, Audley places huge importance on the guides it assigns to clients. The company has worked with many of its guides and local experts—from volcanologists to wolf trackers to geisha experts, historians, and food bloggers—for years in order to bring the heart and soul of a destination to life.

Tiger sighting in India / Photo: Courtesy of Audley Travel

“We also like to keep a few tricks up our sleeves by steering travelers towards off-the-beaten-path experiences and undiscovered boutique stays, and we make sure to include special touches along the way,” she says. While Audley plans travel for clients around the world, Saylor shares there’s a particularly high demand for the Galapagos, Southeast Asia, Australia, New Zealand, and African safaris.

The company recently planned a trip for a couple looking to explore the wildlife and spirituality of India and Bhutan. The journey started in the national parks of Tadoba, Pench, and Kanha, where their tiger sightings culminated in an encounter between a tiger and a sloth bear. They went on to explore the Himalayas via a series of hikes including a section of the recently opened Trans-Bhutan Trail, accompanied by a guide with encyclopedic knowledge of local flora, fauna, and birds. For insight into local culture, Audley arranged for them to share a meal with locals at a small farmstead, visit a nunnery in Thimphu for evening prayers, and hold a meditation session with local monks in one of the country’s dzongs.

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As a result they are looking to double their US sales team and are also recruiting a Senior Marketing Manager for the US office.  Comments Project Manager James Herbert: ' Audley's focus on tailor made travel has really resonated with the US market and we are delighted with the success of our programme.  As a result we are currently looking to recruit a number of key individuals to help us expand and develop there.'

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