'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”.'
