On Location
been with Ashdown for many years – anywhere from eight years to 20 in the business – so have loyal customers of their own. “I’d say 60% of our business is repeat,” Samuels says. One way he likes to make sure people have
confidence in Ashdown is offering a 24/7 helpline. “James and I take it in turns to be on duty and while it doesn’t get used that often, it shows clients we are prepared to go the extra mile for them,” he says. “We have to show people why it might cost them that little bit more to book with us, rather than make their own arrangements. We of course keep an eye on any potential flashpoints at all times – watching Sky News every morning has to be the first thing I do; we have to be ready for any circumstances.”
Knowledgeable staff Samuels is passionate about making sure all the team are specialists – with some key areas covered, such as cruise, Australia, New Zealand and the US – and all staff are well travelled. “When it comes to fam trips, I want everyone
to get on two a year, short and long-haul, but to vary the destinations so staff don’t go back to the same place within three years for example,” he says. “It benefits no one if you just have a pop at selling somewhere – clients can tell straight away if you don’t know what you’re talking about.” Although Ashdown has a website, Samuels
says it’s not the be-all and end-all. “Yes we have a site and we have picked up clients because of it, but it’s not bookable – mainly because we want the opportunity of personal interaction,” he says. Social media is not a huge focus either, although Ashdown does have a presence on Facebook and Twitter. “Katie is taking care of that now!” says Samuels. The agency is looking to ramp up events in
leisure sales – well, an upstairs role at least. He moved up to the first floor to join Judy and business travel manager James Metcalf, who has been with Ashdown for almost 14 years. Metcalf was badly injured in an accident on his motorbike earlier this year, which meant Samuels taking on that role for a spell; he seems very happy to have Metcalf back in charge on that front. “I think it goes without saying that business
travel is a very different ballgame from leisure,” Samuels says. “But of course we really enjoy and value it just as much.” Samuels is now devoting more time to
operations and marketing and a new member of the sales team joined this year, filling out the space he vacated downstairs. “Taking Katie on means we now have six in
retail – and we needed her; it was like an express train in January and February and everyone was just stretched out to the max so we knew we needed to take on someone else,” he explains. “Every year for the past five years, business has been growing by a small percentage; it’s a really busy shop – 60% of our business is walk-in.” But Samuels hasn’t given up leisure sales
altogether. When I arrive at the agency, he is dealing with a booking for one of his clients, a businessman who likes a healthy week once a year – this time, it’s SHA Wellness Clinic in Spain, for a hefty sum. “I probably only spend about 20% of the time with customers now – my long-standing ones still come and see me by appointment when they need to.” Apart from newcomer Katie, the staff have all
2016 and the plan is to get eight in-store client nights in the diary with the support of suppliers. Another area that will be a bigger focus is the Ashdown Travel magazine, which Samuels organises several times a year, including reports from staff on their travels. The last issue covered the US, and Ashdown has since reported good business to the destination as a result. He hopes the next issue will be as successful, but has bigger plans. “We’re putting it up from 16 to 24 pages and will have it distributed in January with some local papers, which will mean it goes to around 17,000 homes in the area.” But what to put inside? Well, Samuels hopes
his creative juices will be inspired by a two-week holiday to St Lucia he was heading off on after our meeting. “Sometimes you just need to sit back with the iPad and see if any ideas come flooding in!” he says.
BUSINESS OF TRAVEL WINTER 2015
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