The appointment-only development comes after the agency noted a growing demand from its clientele for a more “bespoke” service. 

An offshoot of Travel Four Seasons in Harpenden, Artisan will specialise in luxury holidays with tailor-made itineraries and elevated concierge. Prospective clients will first have a consultation call with the team to discuss their preferences, and if they choose to proceed with the booking, they will be charged a set fee. 

Speaking exclusively to TTG Luxury, Artisan’s lead travel advisor Holly Axelrad said: “The idea to have this type of company had always been a vision of Sean (Fletcher), who founded Travel Four Seasons in 2013. With the existing shop, people are coming in off the street and may not choose to go with that original holiday query, or they go with another agency.” 

If clients go forward with the booking, they are then charged a £250 set fee to cover the planning 

But she said Artisan’s mandatory appointments are designed to attract more intentional buyers. The agency first offers clients a 15-minute “Discovery Call”, which involves ascertaining exactly what the traveller wants out of their trip. 

“This initial consultation is about finding out what their travel vibe is; what hotels they like staying in, what they like doing on holiday, and what they’re willing to spend. This is crucial information because our itineraries are so bespoke,” Axelrad explained. Unlike Travel Four Seasons, Artisan will be presented entirely online, which it believes will allow it to cater to a more international audience too. 

If clients go forward with the booking, they will then be charged a £250 set fee to cover the planning. 

“This accounts for our time if the client goes elsewhere,” Axelrad said. “It allows us to focus on our clients and give them the time rather than putting together detailed itineraries for people who ultimately decide not to go for it.”

While the subject of fees is a source of much debate within the industry, Axelrad said she has no fear it will negatively impact bookings.

“The clients I work with are used to paying for services and they see the value in our expertise,” she added. “It’s similar to if you were going to have someone decorate for you – yes, you could do it yourself, but you could also pay a professional to make sure it’s perfectly done.”

She also believes that if a client is willing to pay a planning fee, they are more invested in the booking and therefore less likely to pull out: “The charge may deter someone who is window shopping but has no intention of buying, but that’s not necessarily a bad thing.” 

“The clients I work with are used to paying for services and they see the value in our expertise”

Axelrad added clients of Artisan, which has already received bookings, could expect a range of elite services to ensure seamless trips.

“Those first moments when you arrive at a destination are so important,” she said. “We arrange for clients to be welcomed personally at the airport, where their transfer will be ready and waiting for them.

“We also book lounge access and fast track passes, to make the airport experience less stressful. As for their check-in at the hotel, we’ll have food pre-ordered if they’re arriving late and/or don’t want to eat out.”

Axelrad goes on to highlight the importance of always having a backup plan too, in the case of any disruption to the client’s travel arrangements. “Be ready to look for accommodation and alternatives if the flight gets cancelled,” she said. “A lot of clients I work with are busy with their careers and have little free time, so they want everything handled from start to finish.”