meet

meet

the

MD

This week: Rafi Caplin, Longwood Holidays

Age: 54

Even though I was born in London, I spent my formative adult years living in Israel, a country which is very close to my heart. It was during this period that I was introduced to the travel industry.

During my years in Israel, I lived in a kibbutz. The whole philosophy of people working towards the same goals and reaping the benefits of that hard work struck a chord with me. I hope it is something I have carried through while running my own business.

It is vital to make everyone feel they are part of the future of a company and to get them as involved as possible.

While on the kibbutz, I was invited to participate in the preparations for hosting a group of USyoungsters. I really enjoyed organising their itinerary, making sure they were looked after and that they saw the best of Israel. I was thrilled when it turned out they had a great trip and that many of the participants had already decided to return at a later date.

This experience inspired me to establish my own youth tourism project after eventually leaving the kibbutz.

The years I spent in Israel were my apprenticeship in travel. I travelled throughout Israel, getting to know the best places to go. I made contacts with hoteliers and service providers and built up a rapport with the key players in Israeli travel. The one thing I would recommend to anyone starting out in the industry would be to never forget early career contacts. So it was quite reasonable upon my return to the UK, that I should use the skills I had acquired while living in Israel. I joined a firm as the manager of its Israel department and within a few months I was approached to work for another operator to assist in operating the first regular charter flights from Gatwick to Eilat.

In those days, the resort was in its infancy and much hard work was needed in order to promote it as a new winter-sun destination. It was a challenge to educate staff and customers about a region so often associated with troubles. But I was convinced right from the outset that Eilat’s qualities would shine through.

After four eventful years creating a reasonable demand for Eilat, I moved on to establish a new tour operation to Israel together with a business partner. After a healthy start to the business, we suffered a setback when Israel invaded Lebanon in the early ’80s.

Belief is very important when all the odds seem to be against what you are trying to do. A managing director must lead his/her employees and give them confidence. This was especially important during those times.

It was around this time that I was introduced to Marbella. My business partner used to holiday there regularly and suggested I visit in an attempt to establish the Costa del Sol as a new destination for the company. That I did, and that first summer we even operated a charter to Malaga, which was very successful.

Since 1980, I have visited Marbella regularly and it is a resort which I can happily return to and enjoy again and again. In 1985 when I joined Longwood, the company focused on two destinations – Israel and Marbella.

I know it is an unlikely combination and many people have asked me how it came about. The simple answer is that my first visit to Marbella was instrumental in saving the company I was running at the time.

During my years at Longwood, the firm has established itself as the leading UK operator to Israel and carries more passengers to Eilat than any other operator in Europe. We have always catered for the scuba diving market in Eilat and that was the initial reason for entering the Egypt, with holidays in south Sinai – Taba, Nuweiba and Sharm El Sheikh. Once we had a toehold, we expanded our programme to include classical Egypt – Nile Cruises, Luxor, Aswan and Cairo.

In the early ’90s we were accepted by all the major travel agencies and I firmly believe that continued support of one’s industry is vitally important.

CURRICULUM VITAE

1966: spent nine years living in Israel.

1975: returned to London and began working in tour operating at an Israel specialist.

1976: joined Twickenham Travel as manager of the Israel Department. Twickenham Travel was the pioneer of the Eilat charter market.

1980: left Twickenham Travel and established a new tour operation to Israel.

1985: joined Longwood Holidays – with programmes in both Israel and Marbella.

MY TOP TIPS

&#8226 When in doubt – don’t. If you are not 100% sure you are doing something correctly, then don’t.

&#8226 Seek advice from all available sources. Ihave found invaluable.

&#8226 The customer may be wrong but he/she is always the customer. Even if you feel the customer is being unfair, you must still provide the service they expect.

&#8226 Be cautious is everything you do – only take risks to the limit of what you can afford to lose.

&#8226 Be aware of your competitors and what they are doing.

&#8226 Believe in your product, even when other people may not agree with you.