A new luxury travel brand is emerging to make the most of new levels of demand for staycations during the coronavirus pandemic.
Reglar Collection has been created by Peter and Jennie Reglar and will focus on “exquisite hotels, glamorous mews, homes with private jetties, towers and lodges, secret garden retreats, mansions, castles and even an island fortress”, as well as putting together bespoke experiences across the UK.
“At the quality end of the market the UK has tended to offer only short break experiences, with longer term holidays traditionally being taken in exclusive overseas locations,” said Peter Reglar. “The coronavirus pandemic has created a new demand now for those longer-term holidays to be UK-based and it is this market that we will be serving.”
Reglar Collection said online presence will be complemented by a team of “dedicated travel advisors”.
The brand will sit within Ickenham Travel Group, which Reglar started almost 50 years ago from one shop on Ickenham High Street. The company went onto open branches in Hillingdon, Northwood, Harrow and Rickmansworth, later becoming Business Travel Direct, which was sold last year to Reed & MacKay.
Also part of ITG is Letsgo2, focusing on premium outbound leisure travel.
Hotels featured include the likes of Lucknam Park, Grantley Hall, Gleneagles, The Balmoral and Bovey Castle, along with a wide range of homes, beach houses and cottages across the country under The Cottages Collection.
The Homestays Collection features large homes and castles from six bedrooms upwards, such as 17-room Broughton Hall in Yorkshire and the 12-room Kirkliston Castle just outside Edinburgh. Some of the experiences featured at launch include a whisky experience based at The Balmoral, riding stays in Devon at Bovey Castle and golf stays at Gleneagles.
“Reglar Collection will offer a personal concierge approach to UK holidays taking the brief from the client on what is important to them and delivering precisely that. This may include staying in different locations and types of accommodation, experiencing specific activities and events, and enjoying a truly bespoke holiday,” added Jennie Reglar.
“With 2019 having been the second warmest year on record, we are now seeing the UK as equally attractive as overseas locations and remaining in the UK whilst the Covid-19 outbreak remains a global threat is proving to be the preferred choice for many,” she said. “For those who still want their dream holiday, but UK-based, Reglar Collection is positioned to provide it.”