NEWS


I hope business is going well for you this autumn. We are fortunate to be enjoying


a record autumn, with travel agent sales doing particularly well, but I sense that a number of our customers are anxious about what the Autumn Budget might do to their hard-earned pensions on November 26. For those of you who don’t know Kirker,


Ted Wake


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


Experienced travellers look to spend it rather than lose it


like many Aito operators, we are focused on ‘experienced travellers’ in the 65-plus age group. Clients in this segment of the market seem to have more net disposable income than others and have concluded that they should spend it before the chancellor gets her hands on it. When I say we are fortunate to be enjoying


a record autumn, I have to admit that I don’t really mean that – we deserve it, and so do all those agents who work closely with us to nurture their most experienced travellers. Our brand is 100% focused on this very distinct, stylish segment of the market, and we enjoy collaborating closely with our travel agent partners to ensure that we exceed the client’s expectations – every single time they book. These partnerships take


becoming much more alert to the contrast between an ‘authentic proposition’, which involves the help of an expert human being, and an AI-generated proposal that ticks many of the right boxes but, somehow, doesn’t quite cut the mustard. So if you are planning to launch a new


marketing campaign for 2026, before you start developing your AI strategy, make certain that you have a finely tuned, authentic proposition combined with a well-respected brand that the consumer will buy into. If you plan to appeal to experienced travellers, listen carefully to their needs, and then make a proposal that none of your competitors can replicate.


“It is essential that businesses have a


time to build up and, as we are about to start celebrating our 40th anniversary in 2026, there are times when you reflect on the fact that, although the world – and our industry – has changed beyond recognition in some ways, the most remarkable aspect of how our business has evolved is that the core brand values have remained unchanged and our clients still value the personal service above all other aspects of what we do.


clear brand ethos and service proposition before they start harnessing AI”


The power of face to face Whether you are a traditional high street agent or a homeworker, do invite your client to a face-to-face meeting to discuss their proposal – in an AI age, there is no more reassuring service than this. Although ‘in person’ isn’t the only touchpoint you need, it is often the critical one. If you are dealing with


experienced travellers, take the time to learn about their personal interests, and never underestimate their thirst for learning. Well-educated, discerning travellers often prefer to indulge in the opportunity for


cultural enrichment rather than a straightforward luxury. If you can anticipate their needs and proactively suggest a private guided tour or an opera ticket, for example – they will be grateful for a proposition which clearly demonstrates that you really care about their travel experience. As my mother (aged 89.5 years) put it: “Darling


Identity first, AI second It was interesting to note at Travel Weekly’s Future of Travel Conference in September that, although we were reminded that automating processes through AI is a vital part of every 21st-century business plan, there is a sense that some enterprises are forgetting that it is essential to have a clear brand ethos and service proposition before they start harnessing AI. In parallel with this, it is clear that many of the most sophisticated consumers are now


travelweekly.co.uk


Edward, if you think I am leaving anything for you or the grandchildren, you are wrong! I intend to spend it . . . and, most importantly, I am going to make absolutely certain that Rachel from accounts doesn’t get a penny!” We wish Ms Reeves the very best of luck on


November 26.


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


30 OCTOBER 2025 15


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