Connoisseur Travel Collection has become travel’s first official partner of the charity by agreeing to donate at least £50,000. To do so, the operator will add a 10% levy on all bookings to fund donations.

Connoisseur’s founder and chief executive Shane Collier said he had wanted to do something in memory of his mother Margaret. Working with Cancer Research UK puts his company alongside much larger brands including Amazon and HSBC that have partnered with the charity.

“Cancer Research UK was a natural choice, and for the Connoisseur Travel Collection to become an official partner of the charity is the greatest achievement of my career as it allows me to share my passion for travel and raise money to help beat cancer at the same time,” said Collier. 

He added the company would normally add a 10-12% mark-up, but will now put on a 2.5% booking fee on the net rate with the rest going to Cancer Research UK. 

“This gives us a USP and we are supporting a really good cause,” he said. “Any credit for donations starts with our hotel and DMC partners, as their support has exceeded my wildest expectations and sadly is a reminder of how many people are affected by cancer.”

Collier has two consultants working part-time on the initiative now. “If they sell a luxury holiday to the Maldives, for example, they know they’ve raised £1,500 for charity, that’s a great way to feel good about your day.”

Gift Aid payments would also boost donations, he added, and for every £1 raised, the charity gets £3. 

“Cancer Research UK is delighted to have partnered with Connoisseur Travel Collection,” Eve Mitchell, head of partnerships at Cancer Research UK, said. “We are grateful to all their customers and partners who are supporting this activity and raising vital funds for our life-saving work. We know that sadly one in two people will get cancer in their lifetime, but through funding world-leading research, together we can beat cancer.”

Collier will also relaunch his brand in July in line with the new direction. “We can promise every customer a unique feel-good feeling of an exceptional bespoke travel experience and knowing up to 10% of their invoice has been donated to Cancer Research UK without paying more.”