2025 Through the Eyes of Our VPs
An after-hours conversation in the relaxation room
Sigi: Can you believe we’re already wrapping up 2025? It feels like ASA has been in full sprint mode all year.
Aga: A good sprint, though! New partnerships, new markets, a calendar full of events, new faces joining us, and the product range just… multiplying. It’s been nonstop — in the best possible way.
Sigi: The numbers make it real.
• 54 markets with recorded production
• 136 new agents signed
Aga: Which means we’re basically brushing up against the best year in ASA’s history. That’s a huge credit to the whole business — every single team helped get us here.
Aga: Speaking of teams… our visibility across the industry was something else.
Sigi: Everywhere. London, Edinburgh — and apparently half the West End!
Aga: Hey, those 36 musicals were evenings to remember!
And let’s not forget:
• 65+ FAMs in London & Edinburgh
• 15 regional FAMs across the UK, Ireland & France
• 15 exhibitions and fairs
• 16 workshops
• 30 colleagues sent on 6 ASA-run FAMs
Sigi: Whenever there was an opportunity to show who ASA is — we showed up. And we made it count.
Sigi: The product growth this year has been extensive. We’ve added over 65 new hotels — everything from boutique city gems to big-name brands — plus more than 50 new ground services across the UK, Ireland, France and a handful of other European destinations.
Aga: And what I love is how balanced that growth is. It’s not just more product — it’s the right product: stronger regional coverage, fresh experiences, better value options, and new premium choices for clients who want something special. It’s given our teams a much broader toolkit to work with.
Sigi: And let’s be honest — it also makes our jobs more fun. Nothing beats telling clients, “Yes, we have that!”
Aga: Numbers aside, I’m still smiling when I think about Halkidiki – it absolutely delivered for the ASA Weekend Away.
Sigi: Sun, conversations, laughs, and… let’s just say the empty wine bottles spoke for themselves. #theASAway
Aga: And launching the ASA Stars Awards — honestly one of my favourite moments of the year. It felt good shining a light on the people who make this place what it is.
Sigi: Definitely. Celebrating the colleagues who bring passion and energy into ASA every day — that was a real highlight.
Sigi: Training was such a constant thread this year — external courses, internal workshops, destination deep dives, FAM learnings, the blogs…
Aga: Every department helped build our expertise. You can feel it in the way the teams talk to partners and clients. We know our destinations — and it really shows.
Aga: And while all of that was happening, we were also taking a good, hard look at how ASA actually runs behind the scenes.
Sigi: Yeah — we stripped back processes, asked the tricky questions, and really listened to the team. We wanted to see what slows us down, what trips us up, and where we can make life easier for everyone.
Aga: Plus, we’ve been playing with new tech, reviewing what we already have, and brainstorming with partners. It’s all about working smarter, not harder.
Sigi: And the results are exciting. All these efforts helped us identify a balanced mix of opportunities: some quick wins, some larger long-term projects and even ambitious ideas that could guide our strategic direction well into the future.
Aga: Exactly. The foundation is solid, the team is ready, and the roadmap set.
Sigi: If there’s one message, we want to end 2025 with, it’s gratitude.
Aga: Huge thanks to our owners for their trust, to the directors for steering the ship, and to every single person at ASA for pushing us forward this year.
Thank you!
Aga & Sigi
