Luxury operator aims to boost trade partnerships
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Luxury tour operator Captain’s Choice has set out a strategy to introduce more travel agents to its private jet touring holidays in 2014 and onward.
Kate Panagou, Captain Choice’s new UK manager, told Travel Daily that while the company is comfortable with 30% of its business coming from travel agents, she is keen to boost partnerships with other luxury agents.
The company, which has a London office but is headquartered in Australia, will focus on travel agents that have a catchment area for holidays worth around GBP35,000 a time as well as personal contact and knowledge about their clients.
“The personal contact that travel agents have with their client really benefits us, as they know what their customers like and can get to grips with our niche products,” she explained. “I’d really like to build brand awareness in the UK and the holiday type, as most people do not know this type of holiday exists.”
Captain’s Choice runs escorted tours by private jet, picking up clients from the UK and travelling to destinations such as China, India and South America.
The company has doubled its UK passengers this year and attracts cruise fanatics due to its multi-destination approach, particularly those who have cruised with luxury lines such as Seabourn and Silversea.
“Doubling our passenger count shows there is an appetite for this type of product, so we have the ability to grow in the right way with the right partners” Panagou explained.
Training is carried out on the road through seminars and workshops, with brochures available covering its Worldwide; Private Jet and Circumnavigation of the World itineraries.
The company has also been working with travel agents to hold customer events in stores or to help with co-operative marketing.
Plans are being drawn up for its 20th anniversary next year. Panagou has joined the company from DMG Media, parent of Mail Newspapers, where she set up OTA Mail Travel.
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