Abercrombie & Kent defines value proposition

“Don’t let clients think A&K is expensive,” Sujata Raman, Regional MD Australia/Asia Pacific

Go back to the enewsletter

The Regional Managing Director of Abercrombie & Kent has called on travel advisors to ensure clients are aware of a valuable proposition the luxury travel company offers to prospective clients.

Speaking in Sydney earlier this month to 80 top-selling agents during the company’s Australian roadshow, Sujata Raman said “don’t let clients think A&K is expensive”.

Raman’s comments referred to the extent of inclusions offered in Abercrombie & Kent’s extensive selection of independent and escorted itineraries around the world, many of which cost up to tens-of-thousands of dollars, with some exclusive tours priced in the hundreds-of-thousands.

“I don’t think agents need to be convinced about the level of inclusion A&K provides. They know the standard, they know the reputation, they know the brand.”

“People will often say to me that they know A&K, they love A&K and there’s this notion that it’s just an aspirational brand. Comments like ‘You’re the best. One of these days I’ll do your trips’, are common.

“We say to agents that they’ve got to encourage their clients to actually look at the pricing and compare it. Look at the inclusions because people have to get value for money. It doesn’t matter what end of the market, you need to get value and then when I hear the kind of holidays that they are doing, they could have done an A&K holiday for that sort of money,” Raman explained to LATTE.

Indeed, some Abercrombie & Kent packages are under $600 per person per day, such as the South India and Sri Lanka journey which are $599; a Croatia itinerary, slightly higher at $692; or Egypt for $811.

Separately, Raman also raised the topic of “luxury disruptors” in the deals space, such as Luxury Escapes.

“I think they’ve created a lot of conversation around luxury. Because I do think it’s a commodification of luxury. I say to guests, if you want to have three or four nights at a luxury hotel, I can’t add any value to that. Go with Luxury Escapes, absolutely.”

“But if you want the best expertise around your lifestyle holiday to Africa, then you come to someone like A&K or to one of the many other tour operators there are.

“There are different kinds of tour operators with all levels of service. But I think that adds a layer that a deals site cannot do. I’m not picking on a particular deals site as they do a great job, but it’s just a different model.”

Go back to the enewsletter

Leave A Reply

Your email address will not be published.