Remembering Martin Alderman

Martin Alderman, who passed away earlier this year, arrived late into the incentive travel industry, at the age of 50. But that only made him more determined to pack in as much as possible and create truly memorable incentive programmes for all his clients.

Here, his son and fellow incentive travel planner, Graham Alderman of Ulterior Events, talks to M&IT’s Holly Patrick about Martin’s opportune entrance into the industry, his love of Rich Tea biscuits and a charm offensive that worked (almost) every time…

Martin Alderman had a plethora of careers before settling into the incentive travel industry. With a penchant for style, Martin opened a menswear boutique making bespoke suits in Hertfordshire in the late 1960s. "They must have been made well" says Graham. “I was best man at a wedding a few years ago and the groom’s father was still wearing one of Dad’s suits with a ‘Martin John’ label sewn into the lining."

Once the shop had run its course, Martin had various office and sales roles before taking a job with an office furniture company. On one job, while assembling a range of furniture at Blue Arrow Recruitment, Martin was under a desk and saw a beautiful pair of shiny shoes appear.

The shiny shoes belonged to Blue Arrow’s owner and Martin’s former school friend, Tony Berry, whom Martin hadn’t seen for many years. “Tony told my dad that if he ever fancied a career change, he’d be happy to find him a job at Blue Arrow,” Graham explains. “A short while later, Dad took a job there and wound up in its business travel division. He was later asked to head up their newly created conference and events division. Later, that division was bought by another travel company and finally, Dad and his business partner did a management buyout and called the company, Teamwork Travel Management”. Martin was 50 years old when he started Teamwork. 

Martin quickly gained a glowing reputation in the incentive travel industry. With strong connections in Italy and the Caribbean, Martin could offer clients bespoke long and short-haul itineraries at a time when luxury travel for the many was still gaining momentum.

Martin’s book of contacts also saw him book some of the biggest acts in the world to perform at gala dinners. “He booked Status Quo to play in Mexico for a gala dinner, the Beach Boys on a beach in the Bahamas and River Dance performed for a group in Monte Carlo,” Graham adds.

“He thrived off a successful gala dinner. It was his domain and he loved nothing better than telling me all about it. He loved watching the 'show' he’d put on come together. He knew he’d done his job well and that filled him with pride. When it was all over he would simply enjoy a cup of tea with his team.”

With a sales background and proclivity to turn on the charm offensive, there wasn’t much Martin couldn’t persuade people to do. But on one occasion in Arizona, US in 2002, not even Martin’s charm could save the day.

“He had organised an incentive programme in Arizona for about 400 people. At the time, I was running my event merchandise business, and I had sent 400 branded denim shirts over to Arizona for the event,” explains Graham. "The US has strict regulations on imported cotton, and our shipment was over the quota so the shirts got seized at customs. Dad went down to the customs office to see if he could charm the customs officers. He tried everything and, in the end, resorted to a line he had heard Tony Blair use in his statement following the 9/11 attacks. He turned to the customs officer, brought out his best smile - the one that always worked and said, ‘I thought we were standing shoulder to shoulder together as nations?’ The customs officer looked at him and swiftly retorted, ‘Sir, that is against terrorism, not cotton’ - at this point, Dad gave up and left!”

Despite travelling the world, Martin never developed a taste for different cuisines and would often be known to take great pleasure in a simple cheese sandwich while his clients were tucking into the finest ingredients money could buy.

On one memorable occasion, Martin was conducting a site inspection in Shanghai, China with a client. They ended up at a wet market and their guide and translator suggested trying snake which the client was happy to try. When the prepared snake arrived at the table, Martin looked less than impressed and the translator asked if Martin would prefer something else.

With that, Martin placed his heavy leather briefcase on the table, clicked open the flaps and produced a packet of McVities Rich Tea biscuits.

Martin will be remembered by his wife Diana, his son Graham, his daughter-in-law Alena, and his granddaughter Annie. He will also be fondly remembered by his incentive industry colleagues who admired Martin’s pioneering spirit and generosity. 

Martin Alderman passed away peacefully in his sleep in January 2023.