Not Just Travel has launched a 12-week course that will certify agents in luxury products, sales techniques and customer acquisition.
The ‘Elevation Programme’ solidifies the company’s recent focus on higher-value, bespoke premium holidays, responding to what it describes as a shift among affluent travellers towards experience over price.
The course includes the psychology and language of luxury clients, itinerary design, personal brand positioning and the demands of ultra-high-net-worth bookings. It ends with a practical assessment and graduation.
Teaching is led by Not Just Travel Head of Sales Dave Pope, Head of Cruise Duncan Croucher, and Head of Marketing and Communications Josie Allen.
The first cohort of 50 agents began the ‘Elevation Programme’ on at Not Just Travel’s Bournemouth HQ on 21 September. Luxury cruise line Explora Journeys is sponsoring the inaugural course.
Not Just Travel said the course was ‘heavily oversubscribed’ and a second cohort will open for applications shortly.
Co-founder Steve Witt said: “Luxury is one of the fastest-growing parts of our business, and we wanted our consultants to deepen and demonstrate their expertise. The ‘Elevation Programme’ gives them a proper grounding, taught by leading industry experts, because trust builds repeat, high-value clients.”
Not Just Travel Consultant Sejal Devlia, who is attending the ‘Elevation Programme’, said: “The first ‘Elevation’ session provided a fascinating insight into what luxury really means to today’s traveller, going far beyond the price or prestige of a product.
“I particularly enjoyed exploring the psychology and perceptions of luxury, and understanding how different values and motivations influence what clients consider truly luxurious. It has given me a fresh perspective on how we can listen more closely to our clients and tailor experiences around what luxury means to them personally. I’m looking forward to building on these insights throughout the course.”
