Setting up a travel agency during a pandemic when much of the travel industry is fighting for survival is madness. Right? At the very least bad timing?
Wrong, says Co Antrim native Timothy Surgenor who launched Alma Italia Travel in 2020 with his business partner Alessio Mazza.
Tim, 44, who grew up outside Crumlin, believes that the travel agents who can offer once in a lifetime experiences with friends and family - which are tailormade, flexible and safe - will make hay when restrictions are further eased over travel.
While the strategy is “to survive for the moment,” there is “huge pent up demand,” said Tim, who moved his family from Sydney to just outside Florence in 2018. “Pretty much all of 2022 is booked up. People are booking now.”
In some regards holidaymakers have more time to plan during the pandemic when travel has been restricted. People are more motivated to think about the dream holiday.
“We want to give people an outlet for that future thinking and travel design,” explains Tim.
Alma Italia Travel offers high end, tailored travel experiences throughout Italy. While Americans and Australians like to ‘do’ Italy, travelling the length and breadth of the country with a guide, Irish and British tourists tend to opt for holidays based around a special interest.
“A very popular one is the wine and food holiday,” said Tim. “A group of friends who want to go to the best vineywards and we know where the hidden gems are – the boutique vineyards and vineyards you wouldn’t know unless you live here. The family run ones are the real jewels.”
They have also tailored holidays around art, history and outdoor music. Boutique ski holidays, with top restaurants and a ski guide are also on offer.
“I think Italy is the world’s most beautiful country but it can be difficult to navigate,” explains Tim. It can be the best country and the worst to visit. You can come and have a really bad vacation. We won’t let that happen. We tailor it around what people want out of a holiday.”
The pandemic has seen an increase in people keen to have more support in navigating the travel landscape. Travelers want more thoughtful support and customization. They want to know that they can do this safely, yet still have an incredible experience that was worth the time and expense.
Tim’s love of travel was nurtured by his parents Brian and Joanna Surgenor, the founders of Crumlin Travel in the village of Crumlin, Co Antrim.
He spent several years in Florence as a student and a year working in Milan and he has consistently gravitated back to the country.
While living in Sydney, he would spend long periods travelling around Italy with his wife, Candida. When the oldest of their three boys was approaching school age, they knew it was time to settle somewhere. They chose Italy.
"Have a look at the view from our balcony,” Tim says as he switches the camera on his phone to look out at the olive groves that date back to the fifteenth century.
There is a heat haze resting over the trees.
“In my opinion, most of Italy is hidden to the tourist. There is a side of Italy which is reserved for locals.”
While Tim knew from his parents that working in the travel industry had its perks, he fell into it by chance. His background was law and he would go on to work for an architectural studio in Australia.
“Growing up with my mum and dad in the travel agency made it more of a natural move. I knew it was a fun industry to be part of.”
His business partner’s uncle introduced the two men and over a glass of Italian wine or two, a plan was hatched and Tim agreed to invest in Alma Italia Travel.
The pandemic has of course created its challenges. Alma Italia Travel guarantee that if government travel advice changes that you can get a refund or change your dates.
“It’s not crazy,” says Tim. “Whoever is still standing at the end of the pandemic will do well.”
Travel advice if you are travelling to Italy from the Republic of Ireland
