Elegant Resorts hails ‘phenomenal’ year at annual supplier awards

Elegant Resorts’ managing director Lisa Fitzell hailed a “phenomenal” year for the luxury tour operator as it celebrated top partners at its annual supplier awards ceremony in London.

The event, hosted at The Savoy on November 7, was attended by more than 110 hoteliers, airline representatives and DMCs from around the world and was the first time it had taken place in person in two years.

Speaking at the event, Fitzell said Elegant Resorts had exceeded 2019 sales, with the company 15% up on revenue despite being 3% down on passengers.

She said the operator’s average selling price had “gone through the roof”, increasing from £15,000 to £22,000 this year. Travel agent bookings and sales through the operator’s members club, The Chairman’s Club, also averaged £35,000.

“Up until September there wasn’t a week that didn’t go by where we didn’t do a £100,000 sale,” Fitzell said.

“We’ve also done a couple of £300,000 bookings this year. People are spending.”

Fitzell highlighted how the operator had hired 10 new sales staff at the end of last year to ensure it was “fully equipped” for peaks and said the brand only started marketing to new customers midway through the year due to capacity constraints. The brand has since added an extra five people to its sale team on the road.

“It’s been really phenomenal,” Fitzell said.

Fitzell also praised the growth of trade-only tour operator If Only, which Elegant Resorts acquired in 2019. She said the operator had been “transformed, largely down to [general manger] Gordon [McCreadie] and [sales director] Tracy [Docherty]” with a renewed focus on preferred partnerships and premium product of four-star and above.

Fitzell said business through Elegant Resort’s self-employed group of private travel designers was also up 35%, with the operator hoping to double that team over the next two years.

Plans for next year also include enhancing the brand’s digital marketing and social media platforms to “attract a younger audience” and relaunching the Chairman’s Club to include a more “inclusive and diverse” name.

Fitzell said a “huge focus” would also be placed on expanding Elegant Resorts' product to include more tailor-made “outside of beach”. She said the operator had invested “quite heavily” in its product development team this year, adding 85 new products to its portfolio, and would be targeting destinations such as Latin America, United States and Canada.

Elegant Resorts also plans to unveil a wellness-focused collection in the new year and launch a dedicated cruise club.

The event also saw Fitzell set out the ambitious target for Elegant Resorts and If Only to become carbon neutral by 2026, having reduced their carbon footprint by 64% this year.

She said: “The next three years are about growth. We have really ambitious plans.”

Top honours at the annual supplier awards ceremony went to Olivier Louis of One&Only Dubai, who won the award for long-standing contribution. Other awards went to Barbados Tourism Marketing, which picked up the gong for most supportive tourism board, and Lisa Darchambaud of Mautourco and Gili Lankanfushi, who was awarded travel personality 2022.

“Every year, we are delighted to be able to celebrate the companies, people and hotels that help us to create unforgettable memories for our discerning client,” Fitzell said.

“This year is even more special as we are able to gather together for the first time in two years. We look forward to a successful 2023, working in partnership with our suppliers, to offer the most personalised luxury holidays to destinations around the world.”