Lee Marshall, Carrier’s head of trade partnerships, said Limitless was “designed to inspire people” by providing agents with suggested high-end itineraries and other options such as “buying out” private islands for individual clients.
“We’ve seen incredible growth with high-value travel – one third of our bookings have a value of more than £100,000 and the average booking in this area was £250,000 last year,” Marshall told TTG Luxury.
“That includes a single booking for £2.4 million and a number of buy outs of private islands of more than £1 million.
“Our objective is to own this space within the market – the vast majority of this business comes through agents, and we’ve seen a particular spike in demand from the trade.”
The Limitless campaign is a purely digital “bespoke marketing” initiative designed to target this “no expenses spared” market.
This includes making a “white label” microsite available to Carrier’s top 20 agents, which can be linked to the agent’s website and carries their own branding.
Carrier is also making a similar site available to another 100 agents, which is branded under the operator’s name. This includes a range of suggested high-value itineraries alongside examples of island buy outs, including properties such as Blue Safari in the Seychelles and Richard Branson’s Necker Island in the Caribbean.
To further support the campaign, the operator will host a live webinar for agents on 24 April to talk through the Limitless campaign and what Carrier offers to their big spending clients.
“We will also help agents in how to find these clients,” added Marshall. “These people are out in the world – they exist at the school gates or on the golf course. They may just have sold a business or are about to retire.
“It’s not just couples looking for a private island, we’re seeing big growth in multigenerational family bookings and celebration groups.”
Marshall added that Carrier is also expanding its programme of educationals for agents this year, with a 20% increase in investment in fam trips around the world. This includes a wider range of itineraries, such as a self-drive tour around Sardinia and Sicily.
The operator will hold its second annual Retreat event for 30 agents at Forte Village in Sardinia in June, which will introduce the Alchemy “business accelerator course” as a new initiative designed to give agents the “space to develop themselves and their businesses”.
As for overall bookings so far in 2025, Marshall said: “Business is good but the market is inconsistent. We’re seeing strong business in lates, particularly for Europe, and good forward sales for the festive period.
“We’re happy with trading but it’s a crowded market and you have to work exceptionally hard. We need to deliver the right message to the right audience of agents. We’re taking nothing for granted as it’s a very fluid market – consumers are very aware of world events.”
