Travel agent Judy Mason didn’t set out to specialise in the luxury market, but a stroke of luck five years ago led her to a very lucrative opportunity that has opened many doors.
Judy, known as The Travel Lady, told Indulge: “A really good friend who worked in a finance building in the City of London put me in touch with the building’s concierge, who was looking for a travel agent. She could service all other requirements that came in, but not travel. The clients in the firm wanted to get into places that were typically held for celebrities. She started bringing these enquiries through me and, working with key trade suppliers, I managed to get them in – sometimes after getting multiple pushbacks, and it grew from there.
“These are people that don’t blink about spending 70 grand on a holiday. They want what they want, when they want it. They want it to be as easy as possible for them and they are happy to pay for something different.”
The opportunity arose just two years after Judy moved into travel, after switching from running a birth centre and home birthing company, which meant she was out up to 70 hours a week. Her 12-year-old daughter had just been diagnosed with ADHD and autism and Judy said she ‘tried to be a stay-at-home mum’ for a short while, but then decided she needed a business and went into selling holidays because ‘as a family, we love travelling’.
Her finance clients from the City of London now make up about 40% of her business, and, since that opportunity arose, she has taken on many more upmarket clients, including celebrities.
It is different selling luxury?
“It does take more time putting a quote together,” says Judy, who works with Not Just Travel.
“I often find that a lot of my luxury clients come to me knowing exactly what they want. Rather than taking a lot of time to create the quote it often takes me a lot of time to make sure that every element is what my client specifically wants.
“My clients also value promptness. If they have taken the time to think about something, they want an answer really quickly, not in two days’ time. In return they are very quick in making a decision.
“They want to be taken care of from leaving the front door and coming back. I work in partnership with luxury suppliers to make sure that my customers are picked up in chauffeur driven cars and returned home the same way. Chefs, housekeepers, private excursions and childcare are often requested.
“They mostly book long-haul, but one client recently came to me for a Christmas Disneyland Paris trip. She wants the ‘hidden experience’ ultra-exclusive Castle Club private floor and lounge.”
Her business name came from clients. “I would answer the phone sometimes and they would ask: ‘Is that the travel lady?’. The name stuck.
“I have got other people that work under my brand – essentially contractors. They work on their own bookings but I call them in when we have something big going on.”
Big bookings
‘Something big’ that the team is currently working on is Danube sailing next year for a group of around 55 people on board Emerald Cruises’ ship Emerald Astra, which launches in May. Guests are all retired. from the villages near where Judy lives in St Albans and all want single cabins.
“Scenic and Emerald have been really helpful, providing me with solo rooms. Not all suppliers are able to do that,” she said. “A colleague and I will be accompanying the cruise so we can offer peace of mind to our guests.
“I’ve hired a hall and we will serve tea and cake as we present the holiday. Emerald is providing all marketing and promotional materials. Then three or four of my team will be ready to just take the bookings right there.”
Judy says her ‘trickiest booking’ was for a party of 10 to the One&Only Reethi Rah in the Maldives at Christmas.
“The resort is typically only open to celebs at Christmas. This is the island the Beckhams go to. It took me four and half months to find someone who would let me book it. I had almost given up until Pure Luxury came to the rescue. One of their BDMs approached the resort directly.
“My clients were absolutely delighted. They genuinely couldn’t believe it because I just came across barrier after barrier. They had almost convinced themselves that they weren’t going to go. It was for a 70th birthday celebration, so they wanted it to be really special. The fact that they couldn’t get in made them want to go even more.”
Celebrity clients
Judy also has a ‘handful’ of celebrity clients, but isn’t able to discuss names.
“Mostly I have high-net worth individuals who want and expect more, they want secret perks and are prepared to pay for it. They like the fact that I know what they like and what they don’t like, know how old the children are and their family needs.
“I wasn’t trying to get celebrity clients at all, but through networking people know that I’m discreet about things. After that, one or two recommended me to some other friends and it has grown.
“They really are straightforward. They know what they want and they book it. I always check on them but they rarely call to say, for example, the mini bar isn’t working. They don’t really complain because the level that they’re going to everything is done so well. I always check in afterwards, as it’s good for me to learn what they loved and didn’t love.”
What’s popular?
Judy said her clients ‘want to try new places’ and Middle Eastern destinations such as Bahrain and Saudi Arabia are currently popular. “Qatar is another one. It’s not that new but people are really starting to go for it,” she adds.
“Costa Rica is also on the list. I’d call it comfort and local rather than luxury, but I have managed to find some luxury suppliers.
“Families want adventure. It’s not just about a private villa in Jamaica with a chef anymore. They want to be able to say that they have done things as well. There’s a shift in luxury in terms of not just wanting to lie by the pool. I have noticed this shift since COVID, and definitely in the last two or three years. Now they want catamaran trips, private vineyard tours or fishing trips. Normally the suppliers have a good selection.
“Elephant Hills in Phuket and Chiang Mai also sell well, because it’s suitable for small children from five or six. In fact, animal-related trips, such as releasing turtle eggs in the egg-laying season are also popular.”
How to sell luxury
Judy says agents who want to get into the luxury market should follow these tips:
“Agents should educate themselves on the premium suppliers. Even if they just go online and look for the best hotel or high-end option available in a particular area, so when people ask they won’t be stumped. It’s really important to be able to say: ‘I know this resort’, or ‘I know the BDM for this resort’.
“I get invited to some lovely places and I do a lot of educationals. I talk to the BDMs and go out and meet them and spend a lot of time learning about their products. If you know the BDM, you can just jump on a call and they will help.
“If anyone is travelling themselves on their holiday, don’t be afraid to reach out to the luxury places. They will show you around. Find the nicest hotel you can and ask if you can look around. I have never had anybody say no.”
Another suggestion is to approach businesses where big-spending clients work.
“I also do pop-up shops in high-end offices. I, or myself and a colleague go and work there, wherever they want us to be – in the lobby, staff room, dining room or concierge. We get on with our work and staff just pop in and chat when it’s convenient for them.”
