Tour operator boss unveils trade plans for Completely brands

Completely Italy managing director Andy Smeed-Curd has outlined the tour operator’s trade engagement plans following its change of hands 18 months ago.

Smeed-Curd acquired Long Travel from a private equity firm in October 2024, before last month rebranding the business to Completely Italy and launching Completely Slovenia and Completely Nordic to complement the existing Completely Croatia.

Less than 10% of sales currently go through agents, but Smeed-Curd intends to introduce the brands to more members of the trade and will also consider creating a trade portal and offering fam trip opportunities.

“The more I can get agents involved, the better,” he said, adding that the focus would be on agents who “will bring us the right business”.

“Most of our holidays are four-star trips for Waitrose customers. That’s the best way I can explain it,” he said.

Each of the brands has a portfolio of about 170 hotels, though Smeed-Curd said 80% of business goes to about 30% of those.

Fam trips will be a strong possibility next year, he added, with a trade portal another potential development.

“This is something I’m working on at the moment as a possibility. I think that might be helpful because then they [agents] can just go in and almost create the tailormade holidays themselves without having to discuss much with us if that’s what they want,” said Smeed-Curd.

Long Travel was founded in 1988 and specialised in southern Italy. The company was later sold to private equity firm Stone Ventures, before Smeed-Curd – a Long Travel employee – picked it up because of his “passion” for the business.

He changed Long Travel to Completely Italy at the end of last month and set out creating a stable of distinct brands. 

Recognising that Slovenia holidays were being sold by both the Croatia and Italy-focused arms of the operation, he decided to introduce Completely Slovenia.

He also decided to create Completely Nordics to tap into an increasingly in-demand region and boost year-round cash flow.

Smeed-Curd is based in Ljubljana, with other members of the team also living in the destinations they serve.