NEWS


I don’t know about you, but while our business is 9% up on last year’s record, it seems


that we are still pedalling hard in 2026 and the outcome isn’t yet as positive as we would like. While we are busy thinking of creative


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


In challenging times, hold your nerve and focus on adding value


solutions that will boost demand, there is nothing like a confident client to help keep you in your place. Last week a colleague invited me to speak with a client, Mr Jones, saying only I could help. Eager to assist and speak directly to clients, I immediately picked up the phone. This particular customer is a fairly regular


booker, with whom I had the pleasure of liaising personally some 16 years ago. That was during the 2010 ash cloud disaster when European airspace was shut for a week – an unexpected and unprecedented natural disaster that caused chaos across a wide swathe of the continent – and Mr Jones was stuck in Venice. When we spoke recently


he wanted me to know that he had booked several times since then, and had just confirmed a new booking that would be his first trip back to Venice since 2010. We had a chat as he congratulated Kirker on our 40th anniversary, then reminisced about the ash cloud event and how we had offered to bring him home by road and rail – a proposal he rejected in favour of staying put in Venice.


wasn’t actively listening – I made the error of simply telling him what I thought was a good idea and one that had been welcomed by all our other clients. What Mr Jones said to me at the time was: “Ted,


you’re not listening. I don’t want to come home – I am on holiday in Venice! I am with my wife, staying at a lovely Kirker hotel and having a great time. Why don’t you call me next week when it has all calmed down a bit? In the meantime, here’s my credit card to cover the cost of any extra nights.”


“Long-term business success is dependent on strong brand


values that consumers respect and are happy to pay a little extra for”


Listen and learn In that short episode, I learnt a lot. Don’t assume! Do listen! Always try to imagine what your client might be thinking and feeling before making a proposal about what you would like them to buy into. If you adopt these core principles, it’s amazing how much clients appreciate it, and it’s a great way to build a successful, long-term business where you relish every opportunity to interact with clients and travel agents. Consumers really do appreciate why it is always worth paying a little extra for ‘seat belts and air bags’ and, even if they don’t plan to use them, it is very reassuring to know that they are there. I am not suggesting that we should all look forward


Crisis management I remember the incident very well. Like all good Aito operators and agents, we love a challenge as well as the opportunity to find ways to enhance our clients’ experience in a crisis. In this case, the degree of difficulty in finding alternative transport back to the UK was severe and costly, but we were delighted when we found a solution. Ultimately, clients were very appreciative, and it was a priceless PR opportunity. At that time, I was calling all our clients in Venice


to explain the good news that, in spite of the lack of air travel, we could still get them home. When I called Mr Jones, I started my script and fully expected him to say, “I can’t believe it, Ted, that’s amazing – thank you. Yes, please include us.” Unfortunately, I


14 26 FEBRUARY 2026


to the next crisis, but we do like opportunities to remind clients that cheap, AI-based solutions aren’t always the right answer to the question, and certainly don’t offer value for money. At a time like this, when I sense most of us aren’t


meeting 2026 budget targets, it is crucial that we continue to focus on adding value and emphasising USPs. Hold your nerve and don’t be tempted to cheapen your product or service to close the sale. Long-term business success is dependent


on strong brand values that consumers respect and are happy to pay a little extra for. The more challenging the geopolitical climate, the more your clients need a really good holiday – it is a priceless investment, and worth every penny. Good luck, and happy selling.


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


travelweekly.co.uk


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