A&K website overhaul in the works, first trade portal on the way

India demand soars, deeper regional focus in Europe for Tailor-Made Journeys

Abercrombie & Kent is preparing for a brand refresh and website overhaul that will include the luxury travel company’s first trade portal offering, LATTE can reveal.

Speaking exclusively with LATTE at the recent Virtuoso AU/NZ Forum in Bangkok, Debra Fox, Managing Director/Executive VP APAC, Abercrombie & Kent/Crystal, said the “brand evolution” was scheduled for Q4 2024 and was the first brand refresh in several years.

Eighteen months in the making, the overhaul will take A&K’s communication channel to the “next level,” says Fox.

“The new website will create the foundation of our value proposition and clearly define what we do.”

The website will still look the same, with fresher content but with a more contemporary aesthetic and “much better content”, she said.

A&K steps up its regional focus in Europe on Tailor-Made Journeys in 2025

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Among other things, the first-ever A&K trade portal will feature selling toolkits and sales targets for travel advisors. Fox said A&K’s APAC office has driven the push for the portal.

On the product and sales front, Fox said Abercrombie & Kent’s newly released Tailor-Made Journeys product for 2025 has a “huge focus” on Europe, capitalising on continued demand for the continent.

The program drills down on regional destinations more than ever before, with options pinpointing the best of Sardinia, Tuscany, Umbria and Puglia in Italy, for instance.

“We haven’t focused on regional destinations as core itineraries in the past. The destination has always been available but now we’re getting much deeper into those destinations. More speciality, more depth,” she said.

A&K’s India program is “unbelievably hot” at the moment, with the company’s focus on the destination in late 2022/early 2023 “really paying dividends now”.

“India is incredibly popular. The destination moves between first and second spot with Africa in terms of booking demand. Africa has been slower to start since the pandemic but we’re encouraged by a return in demand for Botswana, South Africa, Kenya and Tanzania – all going very, very well, but India is insatiable.”

“Egypt is picking back up again, though much smaller than previously, however the experience is incredible at the moment because you don’t have the big crowds. Morocco is consistently going well.”

“Looking at Asia, what I’m seeing coming back which I haven’t seen in quite a few years, is Vietnam and Cambodia. And that’s just in the past four months. I think that the interest in close-to-home travel makes those destinations more appealing. Japan is getting difficult, due to limted availability, so people that prefer not to travel too far are looking at other experiences in the region,” Fox said.

Multigenerational travel is also having a stellar performance.

“I’ve never seen anything like it in my career. India, Africa, Asia and Japan. Families are really driving our growth,” she said.

Overall, Abercrombie & Kent had its best year in history in 2023 “and 2024 will eclipse that, so we’re pretty happy,” Fox concluded.

Meanwhile, Fox alongside counterparts Susan Haberle, VP Sales & Partnerships at Abercrombie & Kent APAC and Michelle Mickan, VP, Marketing APAC – A&K & Crystal APAC will attend the A&K 100 Club for its elite US travel advisors in Chicago next month, for the first time.

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