The owner of tailormade specialist agency Paper Plane Travel has set up a new brand aiming to make the Maldives more accessible. 

Charlotte Craig has created Tide – a brand dedicated to selling “fly and flop, five-star beach holidays in the Maldives”.

Craig said she believed there was “a common misconception that holidays to the Maldives have to cost at least £20,000”, adding that her brand aims to educate consumers that the destination is far more cost effective than they might expect.

“I don’t think people understand the spectrum of five-star hotels in the Maldives,” she said. “They see pictures of this beautiful paradise and think it’s super exclusive and the most expensive place on earth, but in reality, you can actually go there for a similar price you might pay to go to somewhere like Thailand. I hear so many people say they get overwhelmed with the choice in the Maldives, and they’re not sure what differentiates all the resorts – and that’s where Tide comes in. I want to make the Maldives far more accessible than it currently is.” 

Craig, who has traditionally focussed on tailormade and honeymoons, started thinking about expanding her offering during the first lockdown of the coronavirus pandemic back in March. In November she visited the Maldives and launched her new brand Tide on social media. 

To date, Craig has seen more than 20 Maldivian resorts and was keen to put her knowledge and expertise of luxury breach breaks to use. 

Tide is working with Maldivian wholesaler Hummingbird Travel, and is initially offering 35 five-star hotels. 

“Paper Plane Travel will remain focussed on tailormade travel and I’m treating both brands differently with different hats on for each,” she said. 

“There will naturally be some cross over in clients, but I think Tide allows me to access new clients who wouldn’t have necessarily booked fly and flop with me previously. “

She intends to grow her clientele through social media and is organising giveaways to encourage new interactions and further engagement.

Craig hopes to eventually branch out to include Mauritius, the Seychelles and the Caribbean under Tide’s offering but said she was currently “very much focussed on the Maldives”.

She set up Paper Plane Travel in 2017 having previously worked as head of sales and concierge for Mr & Mrs Smith.