ABERCROMBIE & Kent (A&K), the world’s leading luxury travel company, launched its first travel boutique in the UAE, along with its partner, Red Line, showcasing inspiring travel experiences around the world using the latest digital technology.
Located in Etihad Towers in Abu Dhabi, the 215-sq-m boutique offers vintage map chests holding bespoke canvas maps made exclusively for A&K. Every aspect of the open plan space reflects high-end British design such as the handcrafted vintage-inspired furniture by Timothy Oulton.
Geoffrey Kent, A&K founder, chairman and CEO, discusses his high-end concept with TTN...
Congratulations on the new store. Is this your first office in the Middle East?
Yes, it is, and we have many existing Middle Eastern clients who book with us already, particularly through our travel boutique in Harrods in the UK, so we saw the opening of a boutique in the Middle East as a natural and obvious step in our growth.
Why did you choose Abu Dhabi?
We have an existing clientele who we know and who reside in the Abu Dhabi area, and I have been visiting the Gulf states for over 40 years and have always vowed to open a boutique here one day. I am delighted with our choice of Etihad Towers, which mirrors our brand so completely. Our boutique in Abu Dhabi is the first step in our expansion in the UAE and the wider GCC region.
What are some examples of high-end packages you’ve sold so far – what was the cost?
We launched a tour in 2013, for travel in October this year – it sold out in just 15 days and the cost per person was $105,000. It was put together by myself – I organise and lead one such trip every year. The group is limited to 50 people, who travel on a private jet, taking in some of the most exotic and remote places on earth, the Amazon River, Easter Island, Papua New Guinea, Madagascar and Monaco.
Alternatively, we have tours for the more moderate budget starting at around $6,000.
As a brand, how are you different from any other travel agency?
A&K is not a travel agency and we avoid traditional travel agency design – our boutiques do not feature desks and racks of brochures, instead, travel curators use traditional canvas maps to inspire conversation and creativity in travel planning, and then we use iPads to give our clients a taste of the unique experiences available.
Clients seeking further information can get in touch with one of A&K’s 50 offices worldwide with our unique Skype-to-Store capabilities to speak directly with our team in the relevant destination.
In addition, our boutique offers VIP suites giving clients a discreet space to discuss their travel plans with our curators, who are extremely experienced and have years of travel knowledge and experience between them. Attention to detail is key and they will ensure that every element of a travel itinerary is planned to the last detail.
What is your key differentiator?
A&K is an integrated business with our own companies and guides on the ground in over 50 offices around the world. We can provide you with exclusive insider access to the experiences that other travel companies simply can’t provide.
So, whether you want a tour of the pyramids with your own Egyptologist, would like to try your hand at elephant polo in Jaipur or browse the private art collection of the Medicis’ in Florence, our experts will know just how to make it happen. And as we are the partner of choice for many hotels and resorts, our clients are guaranteed to receive the best service available.
In addition, we will also build an entire tailor-made itinerary designed around your requirements. This allows you to explore your own interests, select your own style of accommodation and travel at your own pace. You are not beholden to a group itinerary or schedule. All local travel arrangements are made using private guides and drivers wherever possible.
Your target market is travellers with a considerable amount of disposable income. Do you have any products for budget travellers?
Our target market are couples, families, newly-weds and individuals who want to be inspired, who want personal service and want to have an experience never to be forgotten. So not only can we create a tour worth over six figures, we also feature tours of varying durations in popular and out-of-the-way destinations. At the moment, we have offers to Botswana and Zambia, the Galapagos Islands and the One & Only Le Saint Geran in Mauritius.
How has the response been so far?
It’s been very encouraging. We were receiving enquiries before the official opening on January 22 and the response has now increased substantially and we are now turning enquiries into positive bookings.
What do you hope to achieve in this calendar year? What kind of revenue are you expecting to make this year?
We now have boutiques in Harrods, The City of London and Monaco and all of those stores exceeded our sales expectations, we really can’t see why Abu Dhabi should be any different, particularly with such an encouraging start.
What are your long-term plans in the region?
An office in Dubai is on the list as Dubai-based customers haven’t been forgotten. Clients can arrange for private home visits with the A&K team if they are not able to travel to Abu Dhabi. We are considering Qatar, Kuwait and Saudi Arabia as well.