LUXE by itravel’s Megan Catterall: ‘A personal referral is king’

With more than eight years of experience running her own business – LUXE by itravel –  Megan Catterall knows what it takes to thrive as a small business owner. 

In this interview with Travel Weekly, she speaks on the rise of luxury travel and shares her advice on how travel businesses can grow their client base. 

How has the rise of luxury travel impacted your business?

The rise in Luxury travel has significantly boosted business for me, by increasing the demand for high end personalised experiences. As more affluent travellers seek exclusive and premium services and tailor-made itineraries. My business has adapted to meet these expectations. Being a Virtuoso advisor has also opened many more doors for opportunity.

What is it about cruising that has a such a dedicated traveller return rate?

Cruising holidays offer something no other mode of transport can do !

Unpack once whilst you sail around the world to the most exotic destinations , with this so many cruise lines have a comprehensive loyalty programme. They offer such good value to know you can lock in a price it could be two and even three years away. And a ship fills from the top down, so getting these suites you need to know when a cruise goes on sale. They also have high customer satisfaction with almost 93 per cent of travellers expressing to cruise again ( based on CLIA data)

Diversity and they are always evolving , cruise lines continually innovate their itineraries and onboard amenities to cater for a wide rate of demographics.

What is the absolute luxury travel nonnegotiables a brand has to offer for you to recommend them to clients?

For me it’s the all-inclusive offerings that come, your beverages , wifi and guest to space ratio. And included dining … Its certainly not always about a butler but a good size bathroom always wins !

What makes a luxury travel brand stand out to you when recommending to clients?

It’s the inclusions and the style of cruise that will appeal to my clients. It’s a uniqueness and warmth when looking online at the images when I am with clients personally in their homes, or the brochure that often is a winner as my clients are mostly retied and they love that they can re-read them . The word luxury is used so much these days, and I believe that it can be something different to each traveller. Luxury of time to spend with loved ones , luxury of being off grid, luxury of space, and a unique destination. But for me, being an advisor, I find out what their personal needs are by asking relevant questions and listening.

What is your advice to agents wanting to build their database in such a competitive market?

No 1 ! Ask your clients for referrals, but also thank them by buying them wine or some vouchers to use at a local restaurant or a hamper delivered with a note saying a huge thank you. A personal referral is king and people like helping a small local business. My business is 8 years young and it really worked for me! I have seen my trajectory year on year and am so proud.

I also started small by sponsoring a local ladies golf event held on the northern beaches with Silversea, that turned into a biannual event that I have now proudly sponsored over many years, with some great brands. Last year Viking was a joint sponsor! But it’s good to switch it up. I do client events, that are small and no more than 26 people. Any more and I can’t get around the room for a chat.

I have also sponsored a local bowling club which was great. We could use the venue and it was easy for clients to come. Very successful. Lunches more personal and intimate , ask some of your best clients to bring a couple along, they really enjoy introducing you to them too. Soft sell to them, enjoy the day and I also always follow up…with a thank you note and call.

Share your success with clients, they love to hear how you are doing, as they are part of this journey.

Interestingly, I gave my database a healthcheck recently and have removed some people as I felt we were not the right fit for each other, parting ways was good for me, and it allowed me more time to spend on the people and families I adore.

I am also mindful how much I send out as they also get a Virtuoso magazine with my top 50, but I still like to pick up the phone and use the time whilst I am driving in-between appointments to call clients personally and say hello and tell them something new that I have read or seen about a destination they may be interested in!

You don’t need a very big database, but you should have quality.