Hannah Westaway joined Knightsbridge Circle as its new managing director in September and says she is determined to “preserve the DNA” of the business while enhancing its reputation as one of the world’s most elite travel agencies.
She has also confirmed plans to add real estate to its range of services, following interest from clients on its property buying expertise.
Founded in 2012 by Stuart McNeill, Knightsbridge Circle today has around 60 clients (with an average net worth of £800 million) and a 4:1 member-to-staff ratio. Its team of personal managers prides itself on offering expert travel advice, a bespoke service and above all else, confidentiality and discretion.
The process to become one of Knightsbridge Circle’s clients is simple but competitive; prospective members must first submit an application, which is reviewed by a committee and then, if accepted, they will meet with Westaway and McNeill to discuss their needs. From here, they are appointed a personal manager, who will work closely with them and their families to deliver impeccable travel and lifestyle services.
What makes Knightsbridge Circle different from many of its competitors, however, is its refusal to ‘sell’ to its clientele. Rather, the business is led by its members, listening carefully to their preferences and curating its services in direct response.
“We don’t follow trends,” Westaway tells TTG Luxury. “Our clients are very proactive, discerning and they often know what they want. Our job isn’t to tell them where to go or what to do; it’s to add value to their lifestyle.”
It’s this ethos that has recently led Knightsbridge Circle to expand into real estate, having already received demand from its members to offer this service. “We function well as a buying agent, and real estate is obviously very important to our members,” Westaway reveals.
Knightsbridge Circle is also set to grow to membership, but will oversee this expansion gradually to ensure it can continue offering its high standards of service.
“We get a lot of applications for memberships from all over the world, and we are expanding our clientbase in a fine-tuned way,” says Westaway, adding that it is crucial to pace the growth of the company to protect its nature. “There’s no hard and fast figures for the business model, because our growth needs to be organic. Our values need to stay the same as we grow.”
Westaway is also keen to emphasise that she won’t be making any drastic changes to Knightsbridge Circle in her new role, knowing well that the business is already operating at a near-optimal level.
“I have to think carefully through every decision, because currently, nothing needs to be changed,” she explains. “My job is to preserve the USP of Knightsbridge, to work hard on retention, and to scale the company while staying true to who we are.”
