The brainchild of Sam Ballard, director of Cruise Adviser parent Waterfront Publishing, Club Voyages has had to navigate choppy waters since its inception to its rebrand as a luxury specialist.

"I’ve definitely made a lot of mistakes with the brand, unsurprisingly," Ballard admitted. "We became more of a cruise OTA for a while which was very far from my vision."

The repositioning as a luxury firm, Ballard said, was a "course correction" for the company into what he had imagined for the brand when he first put pen to paper to plot out his new venture. 

Club Voyages will look to become the "go-to name" in the luxury sphere by recruiting experienced agents and retaining customers through its "industry-leading" customer service protocols, which it will look to maintain by focusing on quality over quantity.

"Booking travel shouldn’t be a chore, which I think is the case with some companies, it should be an experience which starts as soon as you get in touch with an agent," Ballard added.

"Travel has been commoditised in recent years and a lot of homeworking firms out there don’t necessarily put customers and personal service at the forefront any more – but for us, it’s everything."

Ballard believes the industry is suffering from a "rush to automation" – made even more apparent with the advent of AI – with most companies forgetting about the consumer experience.

"And when technology and automation fails, like the recent Nats bank holiday meltdown, it all falls back on the shoulders of customer service and people," he explained.

One way the agency ensures customers are cared for – and opt to rebook – is by creating personalised gift bags for bookings over a certain amount, which include a book and a bottle of wine inspired by a destination, a wallet and travel documents.

Spurred by his passion for travel from his time as a trade journalist, Ballard will look to use his investigatory skills and knack for finding hidden angles when it comes to itinerary planning.

"I have such a passion for the industry and I saw this gap in the market, and now I want to use my knowledge as a journalist to find people the very best experiences when it comes to luxury travel," he said.

Club Voyages focuses on luxury cruise itineraries and pre- and post-stays, which Ballard says is crucial to the success of the agency.

"Cruise is still crucial to what we do, but we have noticed that people want more than just a cruise, they want the very best pre- and post-stay experiences in destinations," he continued. "So we search for the best hotels, restaurants, experiences and tailor-make a holiday suited to an individual’s needs."

Club Voyages currently has a team of 12 agents, which Ballard hopes to double in the next year as the business continues to grow.

However, Ballard is acutely aware of the challenges the agency will face if it expands too aggressively, potentially losing the personal touch with consumers it prides itself on.

"We are also not looking to open up to any and every agent. It is really important that those who join us come with an experienced background in luxury, and a passion to sell," he explained.