We must move beyond bookings to add true value, says Elegant Resorts and If Only’s Gordon McCreadie
As I step into my new role overseeing both If Only and Elegant Resorts as managing director, I’m filled with immense excitement and gratitude. The outpouring of warm welcomes and well wishes from our incredible agents and supplier partners has been truly overwhelming.
We deeply value the relationships we’ve built and I’m committed to strengthening those bonds, ensuring we continue to grow and succeed together.
Thank you for your continued support and your help in delivering double-digit growth for both our brands across January and February. It’s been a positive start to our 2025 financial year and we couldn’t do it without you, and I look forward to embarking on this exciting new chapter with you all.
This leads me nicely on to my column this month and the dynamic landscape of luxury travel, where a simple transaction is no longer sufficient to support growth and to prosper. To fully thrive, we must all move beyond bookings to cultivate genuine partnerships and add true value where shared success is the cornerstone.
Collaboration
A good supplier understands that strength lies not only in curated itineraries and knowledgeable destination luxury specialists but also in the collaborative relationships forged with its valued travel agent partners.
For us, ‘Beyond Bookings’ is more than just a tagline: it’s a philosophy we all must implement to survive and one that is installed in every area of our business, as we recognise that your success is directly linked to ours. That’s why investment in comprehensive training and events designed to equip agents with the knowledge and tools needed to confidently sell experiences is key. Suppliers shouldn’t just provide brochures but also host agent roadshows, run interactive webinars, visit branches and offer fantastic fam trips – all to encourage agents to be passionate about their offering.
A good supplier will also believe in the power of joint marketing initiatives. By combining resources and expertise, a wider audience can be reached and the message amplified. From co-branded campaigns to exclusive agent events, a supplier should be committed to providing agents with the marketing support needed to attract and retain clients. If suppliers you currently work with don’t support you with all these benefits, then you should review your partnerships if you want your business to be invaluable to your customers old and new.
Anticipation
Beyond the foundations of strong partnerships and specialised expertise, true luxury lies in the details. It’s about going the extra mile, anticipating needs and finding those little extras that elevate an experience from exceptional to unforgettable. For our mutual clients, this might be arranging for a thoughtful welcome amenity in their room or cabin, a surprise room upgrade to a suite with breathtaking views or a meticulously bespoke itinerary that reflects their unique passions.
This focus on personalised service, to make each client feel truly seen and valued, is paramount. It’s all about crafting moments that resonate and fostering a sense of importance and exclusivity – this is what distinguishes a luxury journey. It’s in these subtle, yet impactful, gestures that a supplier can cultivate lasting loyalty and endorsements, ensuring that every client has cherished memories.
The result? Higher client satisfaction, repeat bookings and glowing testimonials, not to mention higher profits. When clients experience high levels of expertise and tailored service, they are more likely to return and recommend your services to others.
By partnering with a true luxury specialist, you can confidently offer your clients exceptional experiences that create lasting memories. Together, by prioritising true partnerships and embracing the power of specialisation, we can collectively elevate the luxury travel experience and achieve sustainable success. I’m excited for our industry to continue to work together to create journeys that inspire, transform and exceed expectations in 2025 and beyond.
