AAAs 2026 Q&A: Simon Applebaum, Gold Medal managing director

Q. Why did Gold Medal decide to be a premium sponsor of the AAAs?

 

A. The AAAs recognise the expertise, commitment and community that drive our industry forward, and Gold Medal chose to be a premium sponsor for this year’s awards as we want to celebrate excellence across every region, channel and specialism, which is exactly what the AAAs do.

 

For us, the AAAs are about backing the people who make travel happen every day, those who combine their product knowledge with genuine care for their customers and who consistently go above and beyond when plans change or challenges arise. The AAAs shine a light on those individuals, and we’re proud to play a part in recognising that hard work.

 

We also value what the awards represent for the wider trade: a chance to come together and to celebrate progress across an industry that thrives on partnership.

 

Supporting the AAAs is another way that we at Gold Medal can reaffirm our long-term commitment to agents, listen closely to what matters to them and continue investing in the relationships that help all of us grow.

 

Q. How has 2026 been for your company so far?

 

A. This has been a challenging year for travel overall, particularly as the Iran conflict developed. Despite that, I’m incredibly proud of how our team has responded, staying close to our agency partners, communicating quickly and clearly, and adapting operationally at pace to protect customers and support bookings. We’ve remained focused on doing the right thing, keeping service levels high and making smart, resilient decisions in a fast-changing environment.

 

Q. Are there any updates in the pipeline that agents should know about?

 

A. We’ve just launched our new Cruise Plus brochure, which has had amazing feedback, and we’ve got a few exciting announcements planned for the second half of the year that we’re sure agents will welcome. Watch this space and keep an eye on Travel Weekly and our social media pages for updates.

 

Q. What are the most important lessons you’ve learnt from agents this year?

 

A. Challenging years like this one remind us how deep our partnerships are. Whether we have been navigating operational disruption for travellers flying with Gulf carriers or quickly pivoting marketing activity with customers as opportunities changed, we couldn’t have done any of it in isolation. The biggest lesson is that the best outcomes come from collaboration.

 

Q. How can agents maximise their sales with your brand?

 

A. Agents can lean into the breadth of our portfolio and match it to each customer’s needs, whether it’s a straightforward getaway, an ultra-complex multi-centre or a tailor-made itinerary. Use our range of specialist brands to widen choice, trade up with added value and keep options open when availability or budgets shift. The key is to come to us early with what the customer wants and we’ll help shape the solution quickly, so you can convert with confidence.

 

Quickfire questions

 

Q. What was your first job in travel?

A. Thomas Cook online team at the start of 2008.

 

Q. Best advice you’ve been given?
A. I’ve been lucky to work with amazing people throughout my career, but I think it’s watching brilliant people in action that has shaped me more than one individual conversation or piece of advice.

 

Q. Favourite holiday destination?
A. Easy – South Africa.

 

Q. If you could change one thing within the travel industry, what would it be?
A. 100% open airspace.

 

Q. Favourite aspect of the AAAs?
A. Celebrating both the veterans and newcomers to our wonderful industry.

 

Q. Fondest AAAs memory?
A. The Outstanding Contribution winners. I’ve been fortunate to know most of the winners well in recent years and it’s always lovely to see such brilliant people be recognised for longstanding achievements.