Prior to the middle of the 20th century, luxury travel was frequently the norm and leisure travel was largely a prerogative of the wealthy. Rich people would frequently take an entourage of private butlers and cooks on the Grand Tour, where they would see important landmarks throughout Europe. Since the 1950s, global leisure traveler numbers have been steadily increasing. Jumbo jets have made air travel more accessible and economical, enabling more people to explore the world. As a result, travel’s luxuries have gradually diminished. The desire for a differential in service levels and a resurgence of interest in luxury travel have emerged during the past ten years.
The New York Times reports that the travel industry’s fastest-growing sector is now luxury travel. The market has responded by providing a wide range of luxury travel alternatives as a result of the increase in the number of individuals who can afford to pay more for luxury or customized travel. Luxury travel today includes tailor-made vacations, such as trips to Alaska, where anglers may be transported from one fantastic fishing location to another on a private jet. It also includes premium resorts where clients are treated day and night. People are increasingly willing to pay extra for a travel experience that meets their needs, whether it’s a customized spa treatment or deep sea diving.For many people, the most significant feature is being able to unwind while others handle their everyday worries.
Nick Van Gruisen founded The Ultimate Travel Company in 1991 with the dream of selling tailor-made luxury holidays and escorted tours worldwide. Today, The Ultimate Travel Company is the UK’s premier privately-owned travel company with a portfolio that spans all seven continents. Owned and run by a small team of directors, it offers decades of experience, invaluable first-hand insights, and a personal touch.
Nick started his working life as a safari guide in Botswana, and worked for Tiger Tops before buying a company called Eco Safaris. As its horizons expanded beyond Africa, the company became Worldwide Journeys and Expeditions until merging with The Ultimate Travel Company.
From wildlife safaris to family getaways, there’s nothing ‘off-the-shelf’ about the company’s journeys. Nick asserts, “We’ll listen to your interests, tastes, and needs to design a holiday that perfectly suits you – right down to the finest detail.” From the very first conversation between clients and travel experts, Ultimate Travel promises a high quality, flexible and friendly service. It has received awards from The Sunday Times, The Observer, and Conde Nast Traveler, as well as a 5-star Feefo rating from its clients.
What’s Different?
Recurring customers or their recommendations provide for 75% of The Ultimate Travel Company’s revenue. As previously stated, the organization provides access to the entire globe and employs professionals who are intimately familiar with their travel specialties and destinations. Nick says, “Cruises, trekking, wildlife, or culture—we have all aspects covered.” He further adds, “Because our clients, in most cases, have repeatedly traveled with us, we know exactly their interests, tastes, and budgets, so we can suggest an itinerary and accommodations that are exactly right without asking endless questions about their preferences.”
The company offers itineraries that take into account the interests, chosen accommodation, available dates, and budget of the clientele. It has in-depth interactions with clients, during which it provides them with choices in addition to a proposed itinerary. Therefore, the makes sure clients have a vacation that completely meets their needs.
Nick asserts, “As well as our detailed knowledge of destinations and our products, I like to think we offer a very flexible and friendly service; nothing is too much trouble, and, within reason, we can accommodate all requests, tastes, and budgets and hopefully make the whole experience of planning a holiday not only easy but fun.”
Contributing towards Community and Environment
The Ultimate Travel Company as a company also matches funds donated to charity. Nick says, “We ask on a voluntary basis for US$15 per person per holiday. Theses donations go directly to social projects, healthcare, education, and wildlife protection in the countries we operate in.” Over the past years, the company has invested over US$500,00in such projects.
Additionally, Ultimate Travel provides around $15,000 annually to the planting of mangroves in Madagascar. They will have removed more carbon over time than the company’s whole office and employee travel footprints, in addition to covering the carbon expense of all air tickets and travel arrangements it sells each year.
Nick believes The Ultimate Travel Company offers high-quality service, is ecologically conscious, and makes sure all of its foreign agents share the same values and treat its employees and suppliers properly. And he believes that this will be beneficial to the travel industry. Nick asserts, “We plan to grow the company, but only slowly and steadily in order to ensure our core principals, as outlined above, are adhered to.”
About the Leader
Nick Van Gruisen began his career in the travel industry by spending five years in Botswana and southern Africa as a professional guide, leading safaris and managing camps. The next 12 years were spent marketing tourism to Nepal and India, with a focus on wildlife and hiking vacations. He realized that after delivering a wonderful vacation, he would lose his customers since they would want to visit a location outside of his purview. He reasoned that it would be far more sensible from a business standpoint if, after securing a customer, he could provide them with a whole range of travel services, maintaining them as a client for life.
Nick therefore started his own company in 1991 that not only organized tailor-made and small group tours to long haul destinations but also provided short and long-haul holidays to Europe, whether it be long weekends to Paris, opera, visits to Vienna, longer tours, or maybe Italy, or perhaps villa hire in Corfu for the whole family, including grandchildren.
Written by Steve Sanchez.
