Upmarket Scandinavian operator Select Travel is to launch in the UK in mid-January under the brand name Select Collection.
The company will be based in London’s exclusive Mayfair and target wealthy customers who frequent the area and wish to have a tailor-made beach holiday.
Select is taking the gamble of investing in South Audley Street premises, despite the increasing trend for people to buy over the phone or via the internet.
“I feel in the UK there is a need for a luxury consulting service that people can trust as much as their hairdresser or masseur – a counterpoint to the internet and call centres,” said founder and chief executive Leija Graf.
