We could be in for an exceptional year, says Aito Specialist Travel Agents’ and Kirker Holidays’ Ted Wake
Business has started very positively in 2025, with Kirker sales up by more than 20%, and several other Aito specialist tour operators and travel agents reporting equally upbeat results.
Perhaps this encouraging start is the logical conclusion following a brilliant marketing strategy (?!), combined with Kirker’s new AI technology (tongue firmly in cheek), not to mention rising consumer confidence on the back of some outstanding policy strategies from the talented new chancellor!
Let’s not look too hard for logical explanations and just focus on maintaining momentum in what could be a very successful year.
Trump’s maverick tactics
Trying to find a logical explanation to recent geopolitical events is equally challenging, and I’m particularly puzzled by Mr Trump’s maverick negotiating tactics with Russia on behalf of Ukraine and the rest of Europe.
I don’t like Trump, nor do I like his aggressive, disruptive style, which seems to be more about massaging his own ego. But we don’t have to like his style, we just need him to achieve positive outcomes to some very difficult challenges.
As long as we remain laser-focused on delivering exceptional personal service, our industry will continue to thrive
Trump’s approach to negotiation is certainly different from ‘normal’ diplomacy – but, before we dismiss him or his tactics (while hoping he doesn’t rely on Elon Musk’s AI-generated advice), we must remember that (a) most American voters endorsed him, and (b) he is the most powerful man on the planet.
We should be reassured that there are some expert commentators who say that although a positive outcome might seem counter-intuitive, we (and the US electorate) should reserve judgement until we see what happens.
Let’s hope his tactics don’t cause massive disruption across the Western world. That would be detrimental not only to our industry, but also to every sector of the economy – and life across the globe.
Post-Covid sweet spot
In terms of other relevant – yet counter-intuitive – 21st century outcomes, there was a time when consumers sought an increasingly wider choice of flights and accommodation, perhaps believing infinite variety would make things better for all. To make life even easier, the internet empowered consumers to make DIY bookings from their own armchair.
Twenty years ago, it was predicted that such IT developments would make every UK travel agent and specialist tour operator redundant. Yet here we still are! The doomsayers’ concept was credible, but the predicted pathway has not materialised; fortunately, there has been a significantly different outcome.
This is often the case when human beings try to make an informed decision: if the volume of alternatives is too broad, it becomes overwhelming – leaving the beleaguered customer feeling anxious, wondering if they have made the right choice.
And so, as we approach the second quarter of the 21st century, several independent travel agents and specialist tour operators find themselves in a post-Covid sweet spot as frustrated consumers relish the opportunity to delegate the smooth running of their holiday to experts.
2025 could be exceptional
From discussions with fellow Aito specialists, it seems that 2025 could be an exceptional year.
It would be a mistake to attribute the current wave of success to one particular factor, but there is no doubt discerning consumers still value the service that enthusiastic, expert consultants can provide.
And, as long as we remain laser-focused on delivering exceptional personal service, our sector will continue to thrive.
I wish you a very successful end to the Q1 sales period, and the best of luck as you skilfully steer your most discerning clients towards a very peaceful corner of Utopia.
I’m looking forward to a short break with the Wake family in Athens next week, where we expect to uncover some of the extraordinary mysteries of Greece and her unique selection of world-class philosophers. I wonder what advice they would offer to Mr Trump?