An offshoot of the luxury operator’s product range, the Ultra-Luxe Edit will offer ‘the next level of elevation and exclusivity’ for agents and their high-net-worth clients.

Travellers can expect top-tier residences, such as TY Compton on Jumby Bay Island in Antigua and Hidden Arctic Cloud in Finland, as well as exclusive buyouts of destinations like Necker Island in the British Virgin Islands and Passalacqua in Lake Como. 

There will also be a strong focus on experiences such as out-of-hours tours and access to sporting events like the Dubai World Cup, the Abu Dhabi Grand Prix and the Ashes. Other products offered in the Ultra-Luxe Edit include private jets and yachts, entry to VIP air lounges like the Windsor Suite and Al Majlis in Dubai, and 24/7 concierge service.

Inspiring Travel

The Ultra-Luxe Edit comes at a pivotal time for the sector, with the launch of high-end collections by brands like easyJet Holidays sparking widespread debate over the definition of ‘luxury’.

“There can be a little bit of scepticism of the word, but our clients are very discerning,” Lisa Smith, managing director at Inspiring Travel, told TTG Luxury. “We didn’t want to go with a mainstream term. We wanted something that will appeal to a very special client.”

Inspiring Travel has long been catering to an ultra-affluent customer, with 40% of its client base in the top 4.5% of wealth in the UK. Its ability to service this group is dependent on agents, who Smith says have been responsible for some of the company’s highest-value bookings.

She now hopes that the Ultra-Luxe Edit, which is the culmination of more than 50 years’ worth of industry experience, will be a valuable asset to advisors.

“We already have a really strong relationship with the trade because the trust is there,” she said. “We want to build on that, to let them know we understand their clients and can recommend the right experiences for them.”

Inspiring Travel has already enjoyed a strong start to the new year, with luxury bookings for January showing “fantastic growth” and overall average booking values up 45%. It has also seen “a huge jump in high-end cruise” as well as an influx of requests for villa rentals in the Caribbean with a multi-centre itinerary.