62_ttg_lux_life_in_luxury 27/2/09 16:48 Page 62
clients. For example, I’ve just come back
from a white-water rafting trip along the
Zambezi – and that is not for the unfit. I’m
66 and I can do it, but I run three to five
miles a week – and that’s how I continue to
be able to do these crazy things.
I also think about what I’d like to do and
see before I die – and then see if we can
make that into a tour.
Tell us about A&K’s latest programme,
Extreme Adventures?
Extreme Adventures is a programme
designed for those clients who want to be
physically challenged and go beyond their
normal limits. They have a desire for
natural and authentic experiences, but
ones that will push them beyond their
comfort zone. Some of these tours do not
have a luxury element they are so extreme.
For example, on the Spitsbergen-based
tour, called ‘On the trail of the polar bear’,
temperatures are well below freezing – and
you don’t wash for seven days: they suggest
wrapping a wet towel round you each night
to keep clean. I’m dying to do this tour and
will be going on March 21.
How important is the trade to A&K?
Our job is to build travel agents’ knowledge
via educational trips, and show them what
we do on the ground – our cars, our lodges,
our food. It’s that knowledge and
experience that makes the difference. Our
job is to build that knowledge and we
welcome their business tremendously.
y
Geoffrey Kent founded Abercrombie & Kent with his
How do you think the luxury sector
will cope in the recession?
parents in 1962. Today the company boasts 66 offices
We’re not immune. I think we have to be
around the world and 2,000 employees, offering the
very cautious. Last year was good for us
– 10% up in revenues year-on-year. But this
last word in luxury adventure travel. He talks to year we’re looking at a drop, I’d say, of
Adam Coulter about Colonel Gadaffi, polar bears
10-30% from the UK and North America.
What we’re doing is expanding local
and the elusive Mr Abercrombie...
markets, so for example the Americans
won’t want to travel as far as Europe but
uxur
they will holiday in South America. We are
also making sure we are trimmed and
You describe your type of luxury as a there one day and I looked at the waiters cutting capacity where we need to. We are
“cocoon” – how did you first come up and the barmen all in their black ties and not touching the quality of the product in
with this concept? suits and I thought to myself: that’s the any way but we may be making it shorter.
In 1962 I was sent off to Sandhurst and was type of luxury I want for my tents. But in terms of the luxury market as a
aide-de-camp to General Frost [one of the So I hired the barman, the maitre d’ and whole, I honestly believe that people put
most decorated officers in the Second the chef. The following week the chairman, holidays before a car or jewellery. They
World War], who lived in great taste Sir Charles Markham, blacklisted me! may only take one holiday in 2009, but
and style. that has got to be perfect and that’s what
I remember once we did a trip in Libya What about Mr Abercrombie? A&K stands for – perfection.
– where we trained Colonel Gadaffi, who Mr Abercrombie does not exist. He never
was a very charismatic man. The trip was to did. The best tour company in Kenya at the
the Kufra Oasis and I remember the general time was Ker & Downey, so it seemed as if
saying: “I want comfort on this trip, Kent. every tour operation had to have an ‘&’ in
GEOFFREY’S GOOD TIMES
Make sure there’s ice in the camp.” its title. I wanted to make sure mine was
What’s your favourite place? Would have to be on safari in Africa
That’s what gave me the idea – and the the first in the Yellow Pages, so I came up
What was the first place you went on holiday? It was more of a trek!
fact I was part of the Fifth Royal Enniskillen with Aardvark, but as my father said that
I did it at 16 – a 5,000-mile motorbike trip from Nairobi to Cape Town
How to get ahead – any tips? Attention to detail is the key. This is
a life in l
Guards: whenever we travelled the officers’ might look a bit odd as a logo.
crucial and often overlooked as many people think it is boring
mess always brought their best silver along. There was a big Scottish family living
What is your little luxury? The most up-to-date espresso and
in Kenya at the time by the name of
cappuccino machine wherever I travel
And how did you apply that concept to Abercrombie, so we appropriated that.
How do you survive a long flight? I take a lot to read, always travel-
related, often work but never a book and I never watch movies. I sleep
Africa in the 1960s? And at the beginning it was always useful
like a baby on those long-haul flights
The club to belong to in Kenya at that time for people to think we had a big rich
What is the best thing about your job? I always go out and assist all
was the Muthaiga Country partner. We just kept the myth going.
my staff – the cooks, drivers and guides. I like hearing their points of
Club [inspiration for the film
view. They are the people who touch my clients
What is your proudest achievement? I have four: founding A&K;
White Mischief]. My father was How do you keep coming up with
my son Joss becoming president and chief operating officer; winning
very proud to be a member, new luxury adventures?
the Polo Gold Cup against the US in 1978 and then the Open; and
which meant I could go along It’s all about me doing it first, finding out
then the World Cup in 1991
62
too. And I remember being what’s wrong and making it perfect for our
profile
spring 09
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