NEWS


I hope Travel Weekly readers managed to avoid the midday


sun during the recent heatwave. I was fortunate enough to slip away with Mrs Wake for a few days in Milan, where the temperature was a comparatively civilised 32C – a full three degrees cooler than London. According to my wife, I had been somewhat


Ted Wake DEPUTY CHAIR, AITO SPECIALIST TRAVEL AGENTS, AND MANAGING DIRECTOR, KIRKER HOLIDAYS


Remind clients life is too short not to enjoy the odd indulgence


“absent” of late (a diplomatic euphemism for being consumed by work), and a short break was deemed necessary for reconnection purposes. While I might occasionally be guilty of taking my work home, at least I picked up the signals about booking a holiday. My recent EQ (emotional intelligence) training may well have had something to do with it; I awarded myself a brownie point before we’d even left the house. There is nothing quite like a restorative few


days away to help maintain a positive sense of perspective – especially against the backdrop of ongoing Middle East conflicts and UK economic challenges. For those of us who sell


enterprise that continues to distinguish itself with genuine warmth and personality in an increasingly homogeneous luxury market. My colleague David, the Kirker concierge,


also helped my peace of mind. He reassured me that by pre-booking transfers, private guides, museum entrances, Leonardo’s The Last Supper tickets, restaurants and, especially, opera tickets to Verdi’sNabucco at La Scala, I would successfully reconnect with Mrs Wake (he knew from experience that Verdi is a family favourite).


pleasure for a living, it is worth remembering why we do it. Holidays are a crucial part of everyone’s annual calendar; without them, human beings might go insane – which begs the question: what more can we do to remind clients that they genuinely deserve one?


“Consumers certainly don’t seem as confident as they might be about investing in their next getaway right now – what more can we do?”


Score brownie points As for the experience itself, we adored Milan’s energy. I did my level best to blend in among the fashionistas prowling the glossier end of the shopping district, even venturing into one intimidating gentleman’s outfitter to try on a linen shirt. The €250 price tag, however, gave me pause. While I was wavering in the presence of the expert salesman, Mrs Wake connected with me via a sharp tap on the shoulder and a look that needed no EQ interpretation to confirm it was time to buy her an ice-cold Negroni. In terms of how


the holiday helped us reconnect? I think it went


Encourage customers Expert travel agents don’t need encouragement to promote their favourite Aito operators – after all, we share the same ambition to sell consumers a great holiday. However, as passionate as we are about selling, I sense we could all do with a little more encouragement. Consumers certainly don’t seem as confident as they might be about investing in their next getaway right now. So, why Milan? What makes a discerning


traveller choose it? In my case, an invitation from Sir Rocco Forte to experience his magnificent new five-star The Carlton hotel rather helpfully focused the mind. I can report, without the faintest hesitation, that the service was astonishingly good. Hats off to a family-run


16 4 JUNE 2026


rather well – and I certainly scored a second brownie point for the stalls seats at La Scala, albeit at an eye-watering cost. As David wisely predicted, it is one of those priceless moments when you are reminded that life is far too short not to succumb to the occasional indulgence. Listening to a cast of 80 singing Verdi’s Chorus of the Hebrew Slaves was, without question, a world-class moment for any opera enthusiast, and one we will never forget. Which brings me back to the point. We owe it


to our clients to remind them that such moments exist, that they are within reach and that they are worth every penny. They owe themselves a world- class cultural experience on their next holiday. Now, if you’ll excuse me, I have some calls to make.


Read more columns by Ted Wake: travelweekly.co.uk/comment


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