“February has been a productive month at Scott Dunn, and I'm delighted to share the highlights with you in this edition of our newsletter. From bustling trading news to exciting marketing updates and the recognition of our outstanding team members, there's much to delve into. Join me as we reflect on the successes and milestones that have shaped our journey in luxury travel this past month.” - Sonia Davies , CEO.  

Trading News and Luxury Travel Trends

February was another busy month for demand as our peak trading period continued. We’ve seen significant growth for a range of destinations across our global offices, as illustrated above. Asia has emerged as the most coveted region to visit in 2024, driven by huge demand for Thailand, Sri Lanka, and India which all offer excellent value for money and incredible cultural experiences. The UAE is at the top of our guests’ wish lists for mid-haul winter sun, while the USA is proving popular for family road trips and Californian sunshine. In Europe, Finland has emerged as the #1 destination for bookings globally so far this year, attributed to the fact that 2024 is predicted to be the best time in 10 years to see the Northern Lights, as the sun enters its ‘solar maximum’ – a period of intense solar activity. 

We also saw our largest number of ski departures during the UK’s February half term, with guests making the most of the school holidays to travel all over the Alps to resorts in France, the Italian Dolomites and Austria. Despite the threat of protests and the unpredictability of the weather, our teams were relieved to assist our guests with seamless transfers to and from the French Alps. 

Marketing Updates

In February, we concluded our highly successful flagship marketing campaign, 'Experiences of a Lifetime'. This global initiative was strategically timed to coincide with our busiest trading period when we see demand and bookings hitting peak levels globally.  This campaign aimed to define and showcase what such experiences truly entail, leveraging the expertise of our travel consultants and product specialists to curate a collection of the top 100 experiences worldwide.  

This campaign marked a significant milestone, generating record enquiry levels, attributed to the ingenuity and collaborative efforts of our marketing team across various channels.  This year's campaign was particularly rewarding as we transitioned from agency support to leveraging the diverse skills and creativity of our in-house team, building upon lessons learned from previous years. Our marketing initiatives spanned a range of channels including email, website, direct mail, organic and paid social media, print adverts, and PR efforts, ensuring comprehensive coverage and engagement. Additionally, our ongoing guest photo competition, overseen by renowned photographer Scott A. Woodward, has garnered a plethora of remarkable submissions, showcasing the unforgettable ‘experiences of a lifetime’ from our guests' travels around the globe. With the deadline for this closing on March 15th, stay tuned for the winning results which will be announced at the end of March! 

Reflecting on the campaign's success, Annie Miller , Brand Marketing Manager and campaign leader, attributes the importance of team involvement and enthusiasm in concept development, highlighting the value of authenticity derived from collaboration with frontline experts. This holistic approach not only breathed life into the campaign but also ensured its resonance with our audience, embodying our commitment to delivering authentic and unforgettable travel experiences with Scott Dunn.  

People News and Updates:

In people news, we announced significant appointments to our Senior Leadership Team in the United States. Susan Duffy has joined us as Executive Vice President, bringing with her over 14 years of invaluable experience in business growth strategy and marketing consultancy within the travel industry. Her expertise will be pivotal in driving our sales strategies and cultivating strategic partnerships across the USA. Additionally, we welcome Jade Lynch as our new Director of Brand Marketing, boasting 11 years of marketing experience in the travel sector, previously with Flight Centre Travel Group . Our US business has seen excellent year on year growth in 2024 and these appointments will enable us to accelerate and continue to deliver exceptional travel experiences to our guests.  

We were also delighted to celebrate the well-deserved recognition of Bjorn Behlert and Rachael Mendizabal , both of whom were featured on Travel + Leisure 's prestigious A-List for 2024, acknowledging their expertise in crafting exceptional travel experiences. This recognition holds significant importance for us, as it not only highlights the expertise of our specialists within the industry but also resonates with readers and travellers alike, particularly coming from one of the world's foremost travel publications. It serves as a testament to the growth and evolution of our journey and business within the US market. 

In career news, we have many exciting vacancies on our website, ranging from Destination Managers to Guest Loyalty Team Leaders. If you’re interested in a career in travel, take a look here to explore these opportunities and join our dynamic team!

Events:

At the onset of the month, we attended the ‘Experientialist Awards’ by OutThere , celebrating industry luminaries whose values align closely with OutThere's ethos of diversity, discovery, and discernment. Shortlisted in two distinguished categories: 'Most OutThere Brand' and the 'Insider' Award, we were thrilled to clinch a 'Highly Commended' accolade in the 'Most Out There Brand' category. This recognition holds profound significance for us as we remain steadfast in our commitment to advancing inclusivity within the realm of luxury travel. To read more about the winners, visit here.

Sonia joined the Marriot Luxury Group – 2024 EMEA Luxury Leisure Advisory Council for a series of business meetings and experiences over three days, at the Group’s properties in Rome. A key area of discussion focused on the pivotal role of the tour operator in Europe and how this can be further elevated as an important distribution channel. Being invited to share our opinion and engage with senior stakeholders in this forum demonstrates the mutual respect and deepening relationship with Marriot Luxury Group, one of our key commercial partners. 

We also had the privilege of participating in a thought-provoking panel discussion at Annabel's Club , graciously hosted by Citizen Enfants. The focus was on the pivotal role of family travel in childhood development. Our Global Head of PR and Communications, Kirsty Edwards , shared the stage with esteemed experts including Dr Sheila Redfern , ANNA BROMILOW , Jes Salter, and the panel host Sheena Bhattessa . The conversation delved deep into various facets of family travel, from emphasising the significance of 'play' in shaping childhood memories to exploring practical tips for navigating long-haul journeys with little ones. Beyond the enriching discussions, the event provided an invaluable opportunity to connect with industry peers, partners, and new acquaintances. 

In other corners of the globe, Natasha Chew and Jean Tay from our Singapore office travelled to Hong Kong earlier in the month, engaging in a week of productive meetings and strategic planning for growing Scott Dunn and Scott Dunn Private. The trip delivered invaluable networking opportunities and provided a platform for reconnecting with our esteemed guests in the region.  

Meanwhile, the UK Scott Dunn Private team orchestrated two very special events tailored exclusively for members of our Scott Dunn Private programme, our invitation-only community of UNHWs. The first event entailed a dinner in collaboration with Belmond at the iconic Le Manoir aux Quat'Saisons, A Belmond Hotel , the esteemed two-Michelin-starred restaurant spearheaded by Raymond Blanc. Subsequently, members were treated to a memorable Sicilian Wine Tasting Event hosted by none other than Sir Rocco Forte at Brown's in Mayfair.  

Partnerships:

In other exciting news, we were thrilled to announce a new partnership agreement with Wimbledon-based Swords Travel , underscoring our ongoing dedication to fostering agent business growth. This collaboration marks a significant step forward as Swords Travel assumes a pivotal role in championing our extensive portfolio of luxury tailor-made holidays, including our renowned Explorers Kids Clubs and bespoke ski trips, tailored specifically to our discerning clientele. 

Swords Travel, owned and founded by the dynamic duo of Mark and Stuart Swords, is celebrated for its unwavering commitment to exceptional customer service and bespoke travel solutions. Their dedication resonates seamlessly with our ethos of delivering unforgettable travel experiences tailored to individual preferences and needs. 

"We are thrilled to partner with Swords Travel. As we continue to expand our presence within the agent sector, collaborating with handpicked partners like Swords Travel allows us to reach a broader audience of travellers seeking unparalleled luxury experiences. This partnership highlights our commitment to fostering mutually beneficial relationships within the travel industry, and we’re keen to continue to learn and adapt to best suit agents’ needs." - CEO, Sonia Davies.  

Final Thoughts:

As we wrap up this inaugural edition of our Scott Dunn monthly newsletter, we want to extend our gratitude to you, our readers, for joining us. We hope the insights, trends, and updates shared here have provided valuable perspectives on the dynamic landscape of luxury travel across our global businesses.  

Looking ahead, we're excited to continue bringing you thought-provoking content that showcases our industry expertise, business insights and commitment to delivering exceptional travel experiences.