Get unlimited access to the latest travel industry news and analysis, comment on articles and sign up to newsletters.
Register for free
Already registered? Login here or below.
Having difficulty logging in? Try these tips, or contact support@ttgmedia.com
A new strategy to focus on luxury bookings has defined the last year for Murray Travel in Inverness. “We’ve been getting word out that our service is haute couture, and not off the shelf,” explains branch manager Carla. Word of mouth was responsible for the lion’s share of new business, with both the referrer and the new customer benefitting from exclusive perks or cash rewards. An expanded concierge team of three now focus on the customer journey, with calls scheduled five days before a client’s departure to confirm all special requests and two days after the client returns home for feedback. It was one of these calls that revealed the distressing experience of a young client with autism at Paris Charles de Gaulle. To prevent the incident destroying her confidence in flying for good, the team utilised contacts to organise a behind-the-scenes visit to Inverness Airport so the girl could familiarise herself with airport procedures in a calm environment.
Offering the VIP treatment comes naturally for this family-run business that also owns and manages licensed properties in Scotland. Waving off Murray Travel’s first group allocation on an Emerald Cruise from Inverness Airport in 2024, owner and managing director Scott was there with complimentary bacon rolls and prosecco to welcome guests. To celebrate Murray Travel’s 10th anniversary, the team invited 110 loyal clients and suppliers for a six-course dinner at a seafood restaurant with views over Nairn beach, and they also hosted a Prosecco Friday open house event for clients and non-clients to mark the milestone.
The shift to a more luxury focus has also played out online, with fewer deals posted on Facebook and more inspirational content instead. Carla made six bookings after sharing content from her own holiday to Vietnam, a 100% conversion rate on enquiries. The agency prides itself on offering locally produced drinks including coffee from the Inverness Roasting Company. During the 2024 peak booking season they incentivised bookings by giving sustainable Econess travel hampers to clients, and since branch manager Carla graduated as a TTG Sustainable Travel Ambassador in 2023, she’s been leading weekly team meetings on sustainability to share her knowledge with the team.
