p62 ttg_lux_life_in_luxuryv2 Aut09 25/9/09 13:05 Page 62
are hard times, and there isn’t always lots
of cash so we have to look at other ways
to expand, such as management contracts.
We’re still only a fairly small collection, but
with our reputation and having Richard as
a figurehead we are in a better position to
go to people and say we’d be happy to
manage properties for them. We have a
few interesting ones bubbling under at
the moment and I hope to make an
announcement on at least one in the next
12 months. Southern Europe is a key target
and other parts of the Caribbean. Richard
sees the whole portfolio as his private
collection of homes and hideaways and he
would like to see more. It wouldn’t matter
if he didn’t actually own them.
How are sales performing currently?
The recession took a while to bite with us
because of our booking patterns, which
only changed four or five months ago.
People used to book early, and now it is
late. For Necker people used to book two
years in advance, and we are now
sometimes looking at less than six months.
It’s hard at the moment, but room sales are
the same as last year, and we weren’t
operating at poor levels by any means 12
months ago. Rates are under pressure, but
we offer good deals, which are working.
What makes a typical VLE customer?
They range from their late 20s to their 60s,
with a concentration around the ages of 35
to 50. We have people who have been to
Ulusaba more than 20 times, and people
y
What does the man who has everything buy next?
who have been to Kasbah Tamadot 10
times. The UK is our dominant market,
For Richard Branson, it’s a submarine, of course.
contributing about 80%, but Necker Island
Charlotte Walsh talks to Jon Brown, managing director
has a slightly higher proportion of US
visitors. We are seeing growth from
at Virgin Limited Edition, who is charged with looking markets such as Australia, Russia and
after Branson’s hotels, yachts – and his new submarine
South America, especially Brazil.
How important is the trade?
Hugely important. When times were good
uxur
What defines your brand of luxury? would, and it’s great having his input. He we were working well with the trade and
It’s barefoot luxury. We want people to feel stays in all of the properties two or three we worked at those relationships. Now
comfortable and relaxed. Often hotels and times a year, and always calls me with times are a bit tougher, they seem to be
resorts can be stuffy, and we work hard not feedback – sometimes at 5.30am on very happy to work with us and stand by
to be like that. Luxury to us means diversity. Sunday, which isn’t that funny – but when us, which is great. Business is currently
The group now includes Ulusaba Private he talks about how much he enjoys it, it about 55% trade, 45% direct. A year ago it
Game Reserve in South Africa (pictured), means a lot. He comes up with interesting would have been half and half, possibly
Kasbah Tamadot in Morocco, Necker Island ideas too. He called recently to say he more in favour of direct sales, but the shift
in the British Virgin Islands, The Lodge in wanted a submarine, so we’re buying a has come in the last six months and that is
Verbier, The Roof Gardens and Babylon three-man sub to go on the back of our new a reflection of the market and how we’ve
Restaurant in London and Sa Terra Rotja catamaran Necker Belle from January. been working with the trade.
in Majorca.
So, how will a catamaran and submarine
The VLE portfolio seems quite eclectic. work with your properties?
What is the common thread? Necker Belle is currently in Australia going
THE BEST OF BROWN
Our people, who are fabulous, plus all the through a refit. It’s the second-largest
What is your favourite place? Deia in Majorca, home to La Residencia,
properties are in special places. Those two catamaran in the world and definitely fits
which I was director of in 2000. I go back about once a year.
things go nicely together. All our places with the rest of the collection as it will be
Where was the first and last place you went on holiday? My first holiday
was to Hornsea in Yorkshire. I stayed at Mrs Atkins’ B&B and built
a life in l
have soul; and love, care and attention goes all-inclusive but crewed in VLE style. There
sandcastles. For my last trip I stayed in Dartmouth for a week.
into running them. The checklist we work is huge interest already from customers,
How to get ahead – any tips? Don’t forget where you came from, and
off doesn’t just include having a certain and I am hoping it will be interesting to
respect everyone else.
number of rooms and being in a nice location the existing charter market. We’re taking
What is your little luxury? My iPod Touch and Old Trafford season ticket.
How do you survive a long flight? I fly with the best airline there is and
with a restaurant and a pool. It must have it to the Caribbean in the winter and the
the crew make it a pleasure, not a trial – Virgin Atlantic!
something that resonates with the visitor, so Mediterranean in the summer, but will also
How did you get into the travel industry? I started in the larder at
it doesn’t feel as if it is just sail to the Coco Islands in the Indian Ocean
Midland Hotel in Manchester, buttering bread for the sandwiches.
another hotel. and the Galapagos Islands.
I became a trainee manager for British Transport Hotels in
Manchester aged 18, and I’ve worked in hotels all my life.
What would you do if you weren’t in travel? I have probably missed
How involved is Richard Are you looking to expand in other ways?
my chance of signing for Manchester United, so I might be a
with the brand? In five years we’d like to have about a dozen
policeman, or work for MI5.
62
He gets involved as any owner properties, but we will be careful. These
profile
autumn 09 ttgluxury.com
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64