A panel discussion featuring four speakers discussing ways to foster loyalty among affluent clients. The speakers include Carley Ayres, Jimmy Carroll, Dino Michael, and Anna Nash, each representing different companies and roles within the luxury sector.

Aspire Travel Club

Hyper-personalisation

Pelorus in the press

Read the interview in Aspire Travel Club with our co-founder Jimmy Carroll, discussing how hyper-personalisation continues to be a key factor for brands when fostering loyalty among high-net-worth clients.

June 2024

'Jimmy Carroll, co-founder of luxury experiential tour operator Pelorus, said brands must go the “extra-mile” when getting to know their clients. 

He said: “We invest time in getting to know them better than even their wealth manager or doctor because we are dealing with all elements of their life.”

With multi-generational family trips accounting for a large proportion of the operator’s bookings, Carroll said it was important to understand the “different dynamics between the family and feed that into the trip”. 

He recounted a story about a time Pelorus had pitched a client an itinerary to visit the best coastlines in the world after noticing coastal-themed artwork in their home. 

“The client said to us, ‘No-one has ever thought of me like that,’” he said, adding that high levels of personalisation had earned the six-year-old operator a 66% repeat client base that was “growing 100% year on year”.'

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