In one line, what makes you a PUREist?
The appreciation of unique travel experiences around the world combined with likeminded professionals and individuals.
Tell us your story – how did you get where you are today?
Whilst travelling to many of the Relais & Châteaux properties with my husband and what I consider my travel bible, the Relais & Chateaux guide, I learned about the soul and spirit of the most amazing places in the world.
It was through this that I first became a loyal fan of Relais & Châteaux and who knew then that I would work for this incredible Association.
Can you share with us your single most life-enriching experience?
Without question it has to be when I became a mother. This is one of life’s most precious and rewarding gifts.
What does the term ‘experiential travel’ mean to you?
For me it is the opportunity – or even better, opportunities – for one to not just travel, but to indulge and appreciate an experience that one has never witnessed or felt before. It has to be sensory on all levels. A bonus if that experience(s) cannot be found anywhere else in the world – that makes it/them truly unique.
Describe your ideal client: how do they approach travel?
Our ideal client, in regards to a Relais & Châteaux member properties’ guests, is searching for unique experiences on their journey, aside from the luxury one would naturally find at the properties. It is their passion for adventure or trying something new that they have longed to do so for some time. This can be an amazing culinary experience with one of the Chefs, to elephant-back safaris in the African bush, to being pampered by unique treatments at one of the many spas – the possibilities are endless. They are looking for a sense of feeling, upliftment and enjoying life’s unique pleasures.
What made you decide to join PURE Life Experiences and how has doing so benefitted your business?
To be part of a collection of truly unique worldwide experiences travellers can enjoy. By focusing on experiences rather than five-star luxury we have availed ourselves to a refreshing target market that resonates with Relais & Châteaux’s motto: ‘All around the world, unique in the world’.
What role do you think PURE has to play in the high-end experiential travel industry?
I believe it has a large part to play in the travel industry as certainly more and more guests are looking for unique experiences that they yearn for and the mindset of the next generation of travellers will be opened to this too.
What other brands and companies in high-end experiential travel do you admire the most?
We admire those brands that provide a platform for guests to try something new and also those that work hand in hand with the travel community to enrich lives on all levels.
If there were one thing you could change about the travel industry, what would it be?
I believe that it is ever evolving and therefore I wouldn’t change a thing. All of us in the industry are on a constant journey of discovering what the needs of our clients are.
Finally, who is your experiential hero?
During a trip, en route to Paris, Mr Nelson Mandela was on the same plane and I had the privilege of speaking with him for quite some time. That was a true lifetime experience for me and one that I will cherish always.
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