Hot Chilli Travel’s Kate Hales on key booking drivers and growth of tailor-made trips

I got into travel… in 2019 after a career as a brand manager with L’Oréal. I used to book trips for friends and family, but it wasn’t until I met my now business partner, Sarah Perryman, that I decided to bite the bullet and make the switch to something I’m passionate about.

I started my business… just before the pandemic. My first booking was for April 2020, which, of course, never departed. It was a slightly stuttered start, but I used it as an opportunity to learn, network and build my knowledge of the industry. We joined Swords Travel as an affiliate in 2024, retaining our agency identity but benefiting from their expertise, knowledge and team. It’s been invaluable – we haven’t looked back since.

I’ve grown the business… by hosting client events and focusing on referrals, which has been our key driver of bookings. We don’t do huge marketing campaigns and only a small amount of social media, but I’m looking at building a referral scheme this year.

The fastest-growing area of the business is… tailor-made. We’re seeing high demand for Sri Lanka, Borneo and Japan. I love the 20-page itineraries and real bucketlist adventures. A lot of our business is empty-nesters or multigenerational families, so they’re focusing on trips they’ve wanted to do for ever. We’re always adding concierge services or personal extras to make it special. When I see that something has made such a huge difference to someone’s life, that’s what makes me smile every day.

Our strongest supplier relationships are with… Carrier, Lusso and Exsus Travel. We also pride ourselves on working closely with hoteliers, such as Kerzner International and Grecotel Hotels & Resorts, as well as representation companies.

My proudest career achievement is… speaking on a panel at the Carrier Retreat 2026. I still feel as if I’m quite new to the industry, so to sit alongside people who have been in travel for 20 to 30 years, and to realise that they appreciate my thoughts and input, made me feel particularly proud. 

My biggest industry bugbear is... The hysteria that the tabloid media can cause during times of crisis. Overexaggerated headlines generate more fear and panic, but speaking to an industry professional can often give a more balanced and honest view of the situation.