Discover how to boost your luxury sales with the new Pure Luxury Masterclass
Charlotte CullinanIn the first of our new Pure Luxury Masterclass series, discover how new-to-luxury agents can elevate their sales and create the ultimate holidays.
For agents looking to develop their luxury travel sales and expertise, Pure Luxury is the ideal partner. From helping you grow your business, nurture deeper relationships with clients and supporting you when designing incredible trips, Pure Luxury has all the tools and inspiration you need to succeed.
In this Pure Luxury Masterclass, we’re highlighting how this well-established operator can help your luxury sales lift off. And in future issues of TTG Luxury and on ttgmedia.com, we’ll delve into how the team support homeworkers as well as established luxury agents – plus, we’ll share details of an exclusive Pure Luxury Masterclass event set to take place early in 2025.
Confidence counts
Pure Luxury’s trade partnership director Karen Fletcher knows the myriad benefits agents can reap when they start to focus on high-end travel.
“Feeling confident to sell luxury holidays opens up a world of opportunities for agents,” she explains, highlighting the higher earnings, increased retention rate and impressive referral rates the operator’s agent partners enjoy.
Plus, as a trade-only operator, supporting agents is at the heart of everything Pure Luxury does, with agents and their clients enjoying a bespoke service courtesy of luxury travel ambassadors and an expert concierge team. Fletcher explains: “Our friendly and knowledgeable team of ambassadors make recommendations and share their extensive experience with agents. They are perfectly positioned to reassure agents that bookings will be looked after by our specialist team as well as benefiting from prioritised operational support.”
With a combined 240 years of service in the travel industry, the ambassadors pride themselves on the loyal, trusting and longstanding relationships they have with agents.
Pure Luxury’s concierge team also supports agents from booking, right through to when clients return home. Fletcher adds: “They help with any customer requests or suggestions on things to do in resort, restaurants, beauty reservations, special occasions and more, working with the hotels to ensure customers get the very best luxury holiday experience.”
Bedford-based agency Eagle Travel has worked closely with Pure Luxury for more than 15 years, and is described by worldwide travel consultant Charlotte McGennity as the agency’s “go-to operator for any luxury holiday”.
She continues: “Pure Luxury is always our first choice, as we know we will get the service we need for our clients. We do a lot of work with ambassador Mark Nixon, and his product knowledge is excellent – he always shares such good advice. The entire team are all so helpful and the concierge team are invaluable. We’ve booked everything from a single stay hotel in Barbados to a tailor-made holiday around New Zealand with Pure Luxury, and know we can rely on them.”
Why book with Pure Luxury?
Experience: as part of Dnata Travel Group, Pure Luxury is a trade-only operator with more than 17 years of experience.
Product: an extensive portfolio of destinations includes Europe and numerous sought-after properties.
Access: agents can utilise exclusive offers from supplier partners.
Support: dedicated travel ambassadors, concierge team and trade partnership team of 10 based across the UK.
Benefits: exclusive perks for customers, including complimentary concierge service and UK airport lounge passes.
Rewards: agents benefit from Farebank Rewards and industry-leading incentives.
Knowledge is power
Pure Luxury has a raft of materials to help agents showcase the dream luxury holidays they are able to create, such as inspirational books to rack in store or send to customers; point-of-sale materials to display; and social media assets, including video content, offers and imagery. Agents can access the best luxury offers and travel inspiration too, via a weekly e-newsletter and by following @pureluxuryagents on Instagram and Facebook.
As marketing director Sarah Lancashire explains: “We consider it our raison d’etre to have our finger on the luxury travel pulse, striving to bring our agents the latest offers, newest properties and the booking and travel trends we see. Our campaign hubs are a one-stop shop for all marketing needs with a great range of downloadable assets.”
Tailored training is another key pillar of Pure Luxury’s all-encompassing approach, with trade partnership managers and executives delivering face-to-face training sessions and webinars to agents, often joined by luxury suppliers.
Agents are also invited on exclusive fam trips, which can generate impressive results – one agent recently secured a six-figure booking to One&Only Desaru Coast while still at the Malaysian property. “Educationals are integral to our strategy and we know the importance of offering our agents this first-hand experience and aiding them at every opportunity to grow their confidence,” Lancashire explains. “We’ve recently launched an incredible opportunity for agents to win a place on a fam trip to the highly anticipated new Jumeirah Marsa Al Arab in Dubai, and have exclusive fam trips to Abu Dhabi, Mexico, Thailand, Barbados and Australia coming in the next 12 months.”
Agents can learn more at events too, such as Pure Luxury Race Days, where they’ll meet a selection of hotel and airline providers, gaining updates in a relaxed and fun setting. Lancashire adds: “Agents leave with more skills to sell luxury holidays with a brand they can trust.”
Register as a Pure Luxury partner
To find Pure Luxury’s latest offers, incentives and news, sign up to the weekly e-newsletter, follow the brand’s social media accounts and find all the contacts you need, simply head to goldmedal.co.uk/pure-luxury
Meet the expert
Pure Luxury’s product manager Emily Rutter shares hot hotel trends and travel insights
What can you offer agents?
We can tailor-make holidays across the Indian Ocean, the Caribbean, the Far East, Arabia, Africa, USA, Canada, Oceania and Europe, and feature a portfolio of exciting premium and ultra-luxury properties worldwide, including the most iconic luxury resorts and boutique hotels, as well as new openings.
What’s hot right now?
Our top sellers are Dubai and the Maldives, but Abu Dhabi has become increasingly popular. Saadiyat Island is home to beautiful white sands, wildlife and is a renowned resort. Plus, there are more cultural attractions coming soon within the Saadiyat Cultural District, which is set to be complete in 2025 and is already home to Louvre Abu Dhabi. The natural breeze during summer makes this a perfect all-year-round destination.
What openings should agents have on their radar?
We are so excited for the reopening of One&Only Le Saint Geran in Mauritius this October. This exquisite resort closed its doors earlier this year for renovation work – both on its villa proposition and back-of-house.
Why do you love supporting agents?
We love to share our knowledge – there are so many amazing resorts and destinations that deserve to be discovered, so we take pride in showcasing these and always strive to develop and enhance our portfolio. We can support agents with any client request, no matter how complex or unique it is.
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Charlotte Cullinan
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