Celebrating the people who make a difference for over 25 years, the Group Travel Organiser of the Year Award® is a special accolade - and these are your 2025 finalists.
Following nominations and entries, we have four people shortlisted for the industry’s top honour for group travel organisers.
The GTO of the Year Award® was first presented in 1999 and has been the highlight of the Group Leisure & Travel Awards ever since. This year the winner will receive £2,500 to spend on a familiarisation holiday of their choice.
All will be revealed at the awards dinner and ceremony in London on 26th June.
Here, we introduce you to our 2025 finalists…
Jackie Ames, Unity 70 Travel & Leisure
Jackie is the club leader and treasurer of a social club in London for disabled and able bodied adults that has been operating for 55 years - and she has been organising trips for members for 40 of them.
The club covers a range of ages, with most members aged 60 plus, but with younger members in their 40s and 50s. A number of them have disabilities and the social club acts as an important outlet and social hub, meeting weekly and with a programme of day trips and short breaks in the UK that they can all enjoy. This could be anything from boat trips, steam trains, theatre, music events and cabaret to lunches, afternoon teas, museums and zoos.
When asked how she decides on destinations and finds the right information, Jackie told us: “I read voraciously! My reading matter includes: Group Leisure & Travel and other trade magazines, including those from tourist boards, plus guide books from the library, or from my own bookshelves.”
As the secretary of the Eastern Branch of the Association for Group Travel Organisers, Jackie also picks up ideas from other AGTO members and likes to visit trade exhibitions so she can speak directly with suppliers.
Jackie said: “A simple trip to the coast is always a winner, closely followed by trips on a steam train or boat - with some kind of meal included, be it lunch or afternoon tea. We went to Potters Resorts for the first time last year, and everyone sung its praises, so I think we’ll be going back next year.”
But what keeps her going and motivated for what is a time consuming and challenging role? Jackie explained: “At the end of a trip, when folks are saying what a good time they’ve had, is a very rewarding time, although I really do enjoy researching new venues, especially if I can find something unusual. I love it when people say, ‘how did you find out about this place?’”
Given that some members have a range of disabilities, there are extra factors to consider when organising trips. Jackie said: “You have to make sure that the beds and hotel rooms are accessible of course. Most of our members are reasonably ambulant. We do have our own transport which makes life easier, so we don’t need to hire any vehicles. I have previously found that although some coach companies say they’re wheelchair accessible, it means they can get a wheelchair on board but expect the user to get out of the chair and into a seat, which isn’t always possible.”
Carol Dixson-Smith, Sawbridgeworth U3A
As the vice chair / outings and social organiser, Carol is kept busy. Sawbridgeworth U3A, based in Hertfordshire, has around 450 members and so there are lots of interests within the group. These include history, bridge, gardens, antiques and collectables, country dancing, environmental issues, wine appreciation, city walks, cycling, theatre trips and short holidays.
Carol’s motto is “smile, because nothing is insurmountable”. Not only does she think a GTO needs to be polite, but also firm, on time and to keep a sense of humour. She told us: “You need to ensure members feel confident with you and your abilities. If there is an issue, be fair and try and understand both sides of the coin. Explain things to the member and don’t keep them in the dark - you earn their respect by being honest.”
She has taken groups to the Come Alive! The Greatest Showman Circus Spectacular in London, Waddesdon Manor, Wimbledon, the Tower of London and Thursford for its Christmas Spectacular. There was also a trip to Somerset when 61 U3A members enjoyed the city of Wells and visited Aerospace Bristol and Hestercombe Gardens over a five-day break.
Carol believes that connecting with people is incredibly important. She told us: “When you make that first telephone call, or an enquiry by email, the person you connect with is the first representation for the company they are working for - the impression from that employee should always be good, polite and helpful - if they cannot do that then the company is generally at fault. They have either had a bad or no training scheme.
“Once you have made contact, you can generally tell whether you can develop a rapport with the venue. If that is successful and you work together, then that is the start of either a great holiday, day out or event.”
Issues on trips are rare and Carol ensures she plans with detail. She said: “Most issues are quite tiny and can be resolved if approached in the correct way. When we go on holidays, I ask everyone what size beds they require, do they shower or bath, what floor are they are comfortable with, and of course find out about lifts, etc. The same applies to food; you have to make certain of allergies and intolerances.”
Future plans? Carol is keen to visit Malta, to take a river trip along the Douro in Portgual, and to visit Rome and explore southern Italy.
Emma Durrant, The Sound Collective
Based in Essex, Emma is the owner and choir director of The Sound Collective, a “fantastic” mix of men and women, with ages ranging from those in their 30s to others who are “young at heart no matter the age!”.
Emma told us: “The group is filled with friendly sociable people who love to sing or simply love being part of this wonderful community. They have varied interests. It begins with an eagerness to share in the music but many join and stay to enjoy the activities outside of the singing and belong to a group that offers so much more than just choir singing.”
The idea behind forming the choir was to bring people together but it has grown a life of its own. She explained: “I came to realise many of them were needing more - a place to belong, a place to escape to, a community, to combat loneliness or just a safe space to share with others.”
Realising this Emma started to suggest informal ways to come together outside of rehearsals, initially organising meals out, cinema trips and going to see things at the theatre. The uptake was incredibly popular: “I loved watching them relax, have fun and form different groups and make new connections with fellow choir singers across our five locations that they wouldn’t necessarily have met in a rehearsal setting.”
There are over 200 singers in the choir plus their friends and families, so Emma started what she calls ‘choir sub-clubs’. They now have a book club, wild swimming meet, a walking group, afternoon tea society, theatre goers, craft club and a games/quiz team. “It’s incredibly fulfilling to see people enjoying themselves, making memories, and bonding over shared adventures,” said Emma. “And the many days out, choir holidays and experiences - that all started with singing.”
As a group organiser, she is always on the lookout for new ideas which can include anything from meals out to day trips and weekends away. “If something has a musical element it has extra appeal being a choir but anything goes,” she told us. “I refer to your magazine each month for ideas and ‘Google’ local event listings and tour companies. It’s a bit of gut instinct on what they might enjoy so I’ll propose some ideas to them first and if they want it, I’ll make it happen.”
Ray Spiller, Broomfield Coach Trips
Broomfield Coach Trips only started in 2022 and it was because Ray and his wife, Jan wanted to do something for the benefit of the local community in and around Broomfield, Essex and to bring people together again after the pandemic.
Ray told us: “Jan formed a ‘Knit and Natter’ group and it was such a success that she wanted to take them to the Knitting and Stitching Show at Alexandra Palace. She decided to hire her own coach and within 72 hours she had sold all 53 places and managed to get discounted tickets for the show.
“The intention was to have two or three days out last year, but by the end of December, we had hired 27 coaches for different outings and sold out 19 of them. We only wanted a hobby and now it’s a full-time business, you’re never too old to try something new.”
The majority of the passengers are over 60 but they do also have many in the 20 to 50 age group that go to the West End Shows. Many enjoy the city visits and seaside trips that are run, and as not everyone can make mid-week trips there are weekend options to cater for all ages.
Not only has Broomfield Coach Trips been a runaway success but it has had a positive impact on the local community too. There have been donations to the local church, the local Village Hall Charity and even a free coach trip for the doctors, nurses and support staff from Broomfield Hospital as a thank you for all their hard work over the year. That took 53 passengers to Southwold for the day.
Ray told us: “Since it all started in May 2022 there has been 270 coach trips plus ten holidays looking after something like 14,000 people. Only once did a coach discover an engine fault and our coach company sent out a replacement coach and we made it to the show on time!”
So what does Ray find rewarding about his role as a group travel organiser? “When people leave a coach trip at the end of the day and say ‘thank you so much for a great day’ you know you have done your job right. People on the coach trips are not just passengers, we treat them as new and old friends - that’s why they keep coming back for more trips.”
A big thank you to the judging panel for this year’s GTO of the Year® Award:
- Joyce Cook of Basingstoke & Old Basing U3A (GTO of the Year® 2024)
- Charlotte Howle, travel trade and tourism officer at Chester Zoo (The Excellence Award 2024 winner)
- Ellie Fulcher, sales manager groups & affinity at Fred. Olsen Cruise Lines (official partner of the GTO of the Year Award® 2025)
- Rob Yandell, publisher of Group Leisure & Travel
The GTO of the Year Award® is presented annually at the Group Leisure & Travel Awards, organised by Group Leisure & Travel.
The GTO of the Year Award® 2025 is partnered by Fred. Olsen Cruise Lines
As a family-run cruise line, Fred. Olsen really takes your experience personally. While the rest of the cruise industry has gone for bigger ships, Fred. Olsen has always believed that smaller is better. They have fewer guests on board so the service is personal and the atmosphere is warm and civilised.
