Artisan is set to double its annual booking value in 2026, having already achieved £1.5 million in bookings since launching last October.

The ultra-luxury division of Travel Four Seasons, which focuses on tailor-made itineraries and VIP concierge, is now looking to accelerate this growth by expanding its team. 

“We’ve had a phenomenal start,” Sean Fletcher, founder of Travel Four Seasons, told TTG Luxury.

The industry veteran attributes Artisan’s success to its fee-based model, which he believes elevates the value of the service to customers. 

It also operates an appointment-only policy, with prospective clients booking a consultation with an advisor to discuss their preferences before booking.

“This practice attracts the right kind of clients, who want a personalised service,” Fletcher explained. “It creates more trust.”

If they proceed to book, clients are charged a £250 fee which is then typically deducted from the final balance.

Fletcher says there has been no pushback from customers regarding this policy, noting that some are even “suspicious” if there’s no payment involved.

He also believes that it’s easier for homeworkers to introduce fees, as a remote business isn’t bound by the expectations of the high street.

“In retail, you’re always fighting preconceptions that clients have,” Fletcher said. “They expect to bolt through the door and demand your time. They don’t see you as much as a human, but as a business. But in this world, they’re more open to you dictating your own terms.”

Fletcher added that Artisan’s success has also been driven by short booking leads, which have led to faster reviews and referrals.

“Many of our clients book between 12 and 16 weeks before departure, and sometimes even less, which means we’re getting recommendations, referrals and therefore new enquiries very quickly.”

Customer loyalty is also strong, with Artisan enjoying a retention rate of between 60% and 70%.

As for what’s next, the brand is keen to expand its team of travel specialists in the UK and beyond. 

“Growth in agents is top of our list,” Fletcher said. “We want to attract more talent who like our proposition.”

The team, which currently consists of Holly Axelrad, Jo Reeder and most recently, Jessica Jackson, founder of Little Compass Travel, will also soon be joined by a marketing executive. 

"The first year of Artisan has exceeded our expectations,” said Axelrad. “The introduction of a planning fee has allowed us to invest the time needed to truly understand our clients and create bespoke itineraries. Rather than deterring clients, the fee has attracted travellers who value our expertise and personalised service, resulting in higher conversion rates and stronger client relationships.”