Gordon McCreadie is “excited” for Elegant Resorts to branch into sports travel in 2025, marking a major milestone for the luxury tour operator’s product offerings. 

The former If Only general manager, who succeeded Lisa Fitzell as managing director of both brands earlier this year, says the decision was influenced by a rising demand from its agents for athletic travel expertise. 

“We’re expanding into sports and that will bring a whole new portfolio of partners,” he told TTG Luxury. “Think Formula 1, rugby, golf, tennis, cricket, as well as the more niche sports, like triathlons and marathons.

“We’ve got the right database and we want to give agents the tools to sell this confidently. We want the sports element to be part of a bigger itinerary, things like playing a round with a pro golfer or enjoying a private coaching session. We’re looking to position the sport as the reason to go, but have other experiences arranged around it.” 

Speaking about his new role, McCreadie says that the “seamless transition” was made even easier by Fitzell’s “strong legacy” and “great succession plan”. While the Glasgow native has no plans for any “dramatic changes” in the immediate future, he vowed to continue to invest in Elegant Resorts’ trade partners. 

“We’ve revamped Connoisseur, our new loyalty initiative, after receiving feedback about the platform from the agents,” he says. “We found that agents were looking for more exclusive offers and access to more marketing materials, such as video content, that would help them grow their following.” 

He also notes Katie Daniels, who joined Elegant Resorts as national account manager in November 2023, will continue to equip agents with the right tools to sell its properties. 

As for educational opportunities, Elegant Resorts already has two fam trips in the pipeline for 2025, including one long-haul visit to Mauritius and one short-haul to Marbella. The agents have yet to be selected for these trips, which will focus on unique experiences that align with the company’s recently launched ‘In the Detail’ campaign. 

“The more bespoke the trip is, the more chance the agents have to add value,” McCreadie says. “We want the fam trips to inspire them with recommendations on the best restaurants, the best sunsets, the best shows…so that they can design an itinerary that can’t be bought off the shelf.” 

While spots on these fam trips will be competitive, they won’t be exclusively reserved for Elegant Resorts’ top sellers. 

“We’ll also be hosting agents that have given us the odd booking, as well people who used to book with us a lot and have fallen away,” McCreadie reveals, before adding that first preference will be given to those who haven’t already visited the destination. 

“There’s nothing worse than taking someone to a place they’ve been to 24 times! We want agents to be wide-eyed and excited when they arrive, so that they can go back and sell the property to their clients with genuine enthusiasm.” 

Elegant Resorts is also open to expanding its portfolio of preferred partners, which currently includes the likes of Six Senses, Four Seasons and Mandarin Oriental. 

“We are always keeping an eye on what sells, what doesn’t,” McCreadie says. “We know both agents and clients are hungry for new inventory. A lot of times you see the same kind of thing advertised, but it has to be of the right calibre.”