Meet the person behind the name
Hi, I'm
Emma.
I have spent over 26 years helping people explore the world and create memories that last a lifetime. FCK IT BOOK IT is not just a website — it is me, personally, helping you plan the trip you have always wanted.
26 Years
Travel Experience
"When you book with me, you're not dealing with a call centre or a website algorithm. You're dealing with someone who genuinely cares about making your holiday special."
— Emma Short, FCK IT BOOK IT
My Career
Where It All Began
My travel career began with Thomas Cook, where I became a Millionaire Seller and one of the company's top-performing travel consultants. That is not a title I mention to impress — I mention it because it reflects the trust that thousands of customers placed in me, year after year, to help them plan the trips of their lives.
Since then, I have developed expertise across package holidays, cruises, luxury travel, tailor-made itineraries, group travel, multi-centre adventures and worldwide destinations. I have received industry recognition including top sales awards and cruise industry awards — but the achievement I am most proud of is something you cannot put on a trophy: the customers who come back to me, again and again, because they trust me.
Travel is my life
I Have Lived It. All of It.
I have experienced travel from perspectives that most travel agents simply have not. I have travelled as a solo traveller — navigating airports, destinations and adventures on my own, and discovering the confidence and freedom that solo travel can bring.
I have also travelled as a single mum with a young child. That experience taught me first-hand the challenges that parents face when planning family holidays — from keeping children entertained during long journeys to finding destinations that genuinely work for families. I understand the practical side of travel because I have lived it myself.
These experiences allow me to offer advice that goes beyond brochures and websites. When I tell you something works, it is because I have done it myself.
Solo Traveller
I have navigated the world alone and know exactly what solo travellers need — safety, confidence and the freedom to explore on their own terms.
Single Parent
I have planned and taken holidays as a single mum. I understand the logistics, the worries and the joy of making it work.
Award-Winning
Millionaire Seller at Thomas Cook. Cruise industry awards. Top sales recognition. Experience you can trust.
Cruise Specialist
Cruising is one of my great passions. From river cruises to ocean liners, I know the ships, the routes and the lines.
My Background
Proud Maltese Roots
I come from a proud Maltese family background, and travel has always been part of my identity. Growing up with strong Mediterranean roots gave me an appreciation for different cultures, traditions, food and ways of life that I carry with me every single day.
That curiosity about the world has stayed with me throughout my life and continues to inspire the way I help customers plan their own adventures. Whether it is discovering hidden gems, finding authentic local experiences, or simply understanding what makes a destination special — I believe travel should be about more than just booking a holiday. It should be about creating memories that stay with you forever.
The story
Why FCK IT.
BOOK IT.
FCK IT BOOK IT was created from a simple belief: life is too short to keep putting things off.
Too many people spend years saying "one day" instead of making memories today. I have seen it throughout my career — people who have been dreaming about a trip for years, always finding a reason to wait. A better time. A better price. A better moment.
The truth is, the best time is now. Whether it is a dream cruise, a bucket-list adventure, a family holiday, a luxury escape, a solo journey, or simply some much-needed sunshine — travel creates experiences that last a lifetime.
FCK IT BOOK IT is about helping people stop overthinking, stop endlessly searching, and start planning the trip they have always wanted.
FCK IT. BOOK IT.
Because life is too short to leave the best memories waiting.
Business Background
A Real Business. A Real Person.
Behind FCK IT BOOK IT is a real travel professional with an established history in the travel industry.
Our founder is the Director of Group 2 Cruise Ltd, which has been trading since 2021, and subsequently founded FCK IT BOOK IT to create a fresh, independent travel brand focused on making holidays easier, more personal and more transparent.
We believe customers should know who they are dealing with. That is why we openly explain who we are, who we work with and what financial protection applies to each booking.
FCK IT BOOK IT works with established travel suppliers and trusted travel partnerships, including New Travel Holidays and Advantage Travel Partnership.
Different holidays can have different suppliers, package organisers and financial protection arrangements, so we clearly identify the relevant arrangements for your individual booking.
Group 2 Cruise Ltd
Trading since 2021. The founder's established travel business.
New Travel Holidays
ABTA member P8763. Our trusted travel partnership.
Advantage Travel Partnership
One of the UK's leading independent travel agency groups.
Group 2 Cruise Ltd, New Travel Holidays and Advantage Travel Partnership are separate legal entities. FCK IT BOOK IT does not claim the ATOL or ABTA memberships of any other company. Financial protection applicable to your booking will be confirmed in your booking documentation. Learn more about financial protection.
Why book with Emma
What Makes Me Different
My Promise
I Will Make It Happen
When you book with me, you are not dealing with a call centre or a website algorithm. You are dealing with someone who genuinely cares about making your holiday special.
Whether you are looking for a luxury escape, family holiday, cruise, group trip, city break, multi-centre adventure, or a once-in-a-lifetime bucket-list experience — I will take the time to understand exactly what you want and help create a holiday that is right for you.
My philosophy is simple: if I can't make it happen, nobody can.
Protection & Peace of Mind
FCK IT BOOK IT is an independent travel agent and proud member of the Advantage Travel Partnership network.
Financial protection varies depending on the holiday and the company providing the travel arrangements. Where applicable, the relevant ATOL, ABTA or other financial protection details will be confirmed in your booking documentation.
Come and See Us
The Landmark, West Yorkshire
A final word from Emma
Stop Saying "One Day."
Let's Make It Happen.
Travel has been my passion for over two decades, and I still get excited helping people turn dreams into reality. I have travelled alone, as a single parent, for work, for adventure, and simply because life is too short not to.
If you have been thinking about that trip for a while — perhaps it is time.
Or email: bookings@fckitbookit.co.uk