Elegant Resorts’ newly-appointed Chairman’s Club lead has outlined plans to further enhance the loyalty programme. 

Jessica Sharp says she is “super excited” to bring the club into its next chapter, having spent the past 13 years as senior client manager at Carrier. 

In her new role, the Cheshire native will focus on “elevating” Chairman’s Club, which was launched in 2020 to provide exclusive privileges to Elegant Resorts’ most loyal clients. 

“We’ve got to continue to lead in the luxury space,” she told TTG. “Chairman’s is obviously already very well established, but there’s so much more we could be doing.” 

Sharp, who has nearly two decades of experience in the luxury travel sector, added that she “grabbed the opportunity with both hands” when the position was offered. She is also already strategising changes to bring the VIP club, which was previously led by Karen Davidson, to the next level. 

“I've identified gaps and opportunities for quick wins that we can put things in place straight away, as well as a long-term plan.” Sharp believes that focusing on “hyper-personalisation” will be key to the success of this plan. 

“We’re delving further into the bespoke nature of the club, and that involves a lot of behind-the-scenes work,” she said. 

Sharp and her team will also be looking more closely at clients’ yearly schedules, ensuring that all event invites and recommended trips “resonate” with their lifestyle and preferences. 

“We know these ultra-high-net-worth clients tend to be time-poor, so we make sure they don’t have to think about these things,” Sharp explained. “It’s all taken care of and the sales agent will do everything they can for them.” 

Speaking about Sharp’s appointment, Elegant Resorts’ managing director Gordon McCreadie said: “Jessica brings in a wealth of experience and a dedication to customer excellence and attention to detail which are essential to lead our exclusive loyalty club.

“I am looking forward to working with Jessica and setting new benchmarks for exclusivity and personalisation, so we keep surpassing the expectations of our loyal customers.”