An industry veteran has opened a new travel agency in Marylebone, London after being inspired by a similar concept earlier in her career. 

Founded by Dovetail’s Jayne Alexander, Travellers’ Tales describes itself as ‘part cultural destination, part specialist travel consultancy.’ 

Clients can expect a reimagined travel agency experience, where books replace brochures as the starting point for the itinerary. Once an idea sparks, one of the store’s expert advisors will work closely with the client to bring the story's pages to life. 

“I’d had the concept in my head since my time at Virgin, when I was sales and marketing director for Necker Island,” Alexander told TTG. 

“We worked with a small travel bookshop and agency in Notting Hill. It was beautiful. You were surrounded by books and could talk to someone about where you wanted to travel. It was always a project I knew I would bring to life one day.” 

Travellers’ Tales offers an impressive range of expedition and exploration books, selling everything from Vietnam by Max Hastings to American Cowboys by Anouk Masson Krantz. 

“People usually think it’s just a bookshop when they come in,” said Alexander. “We then explain the concept and show them sample itineraries next to the books, which we use instead of traditional plot cards.” 

Despite having only just opened, Travellers’ Tales has already made a number of high-value bookings. The majority of these trips fall between £30,000 and £50,000, and, due to the nature of expedition travel, have an average duration of 12 nights. 

With more than 75 years of collective experience, it doesn’t take long for Alexander’s team to design these intricate itineraries. 

“A client wanted to see the Northern Lights, and within 24 hours we built the itinerary. Another client was inspired by a book on iconic hotels of India, and we’re building her a trip from that.” They’ve also had enquiries for Finland, Svalbard and Vietnam, all of which were inspired by the books in-store.

The quality of its itineraries is another USP of Travellers Tales. Along with a digital copy, all clients receive a watercolour illustration as part of their itinerary. 

This emphasis on physical product is further demonstrated in the store’s range of travel-inspired pens, notepads and diaries from premium brands, including Pineider, the Italian stationery house founded in 1774.

“Tangible beauty is becoming more popular, especially with younger generations,” Alexander explained. 

Visitors can even write a letter to their future selves using the store’s in-house postbox. Inside the shop, postcards entitled 'Imagine your next chapter' invite customers to reflect, write a message, and choose when it will be delivered. 

“It’s all about positive thinking and imagining where you want to be,” Alexander said.