A former nurse has become General Manager of a new luxury travel brand, More Life VIP, aimed at younger consumers seeking five-star breaks.
Initially focused on the party destinations of Ibiza, Mykonos and Dubai, the operator intends to rely on influencers such as DJs, athletes and ‘ luxury lifestyle individuals’ to promote the brand.
However, GM Aine McKenna, pictured second right, says it aims to start selling through travel agents in January next year.
Ms McKenna previously worked for the youth brand Party Hard Travel, but she spent the year prior to the launch of More Life VIP working full time as a nurse.
“During my past career in nursing I opted for a more managerial role but my heart was always in a business role – especially in travel – and I am currently completing my Master’s degree in Business,” she said, adding that she put together a business proposal and carried out market research for More Life VIP during the evenings and weekends while still employed as a nurse. She is now listed at Companies House as the sole director of the Salford-based operator, where she leads a team of four.
The new company is selling packages using the Party Hard Travel ATOL and Travel Trust Association membership, the logos for which are displayed on its website, however Ms McKenna said it intends to apply for its own ATOL.
Its target market is 18 to 34 -year-olds who are looking for luxury accommodation. One client, Charlie Reed, revealed he travelled to Dubai with More Life in January and decided to stay when the UK went into lockdown. He said: “We did an activity every day, like camping in the desert, riding dune buggies through the desert, shopping as well as time on the beaches.
“Coronavirus restrictions were changing non-stop whilst we were in Dubai, but I was able to ask any questions via WhatsApp and they got straight back to me. I decided to extend my stay and it was all sorted with one message.
“I’ve booked to return to Dubai but other destinations on my bucket list are the Caribbean, Mykonos, maybe the Maldives. I want to go back on holiday as soon as I’m allowed to.”
More Life VIP preferred partner hotels in Dubai include Five Palm Jumeirah, W Dubai- The Palm, Nikki Beach Resort and Spa, Palazzo Versace, Rixos Premium and Five Jumeirah Village. Experiences offered by More Life VIP in Dubai include luxury yacht charter, supercar rental, desert quad biking and dune buggy experiences, and desert safaris.
In Mykonos, More Life VIP preferred hotels include the Mykonos Grand Hotel, Mykonos Princess, Santa Marina Resort and Spa, Kivotos Mykonos and the Myconian Collection.
Ibiza preferred partner hotels include Ushuaïa Ibiza Beach Hotel, Hard Rock Hotel, The Grand Palladium White Island, Grand Palladium Palace Ibiza Resort & Spa, NOBU Ibiza Bay, 7Pines Kempinski Ibiza and BLESS Ibiza.
Ms McKenna said: “More Life VIP has been built around the changing needs of the traveller, redefining luxury into a holiday that prioritises the experiential. Gen Z and Millennials define luxury through the destination too, whether it’s Dubai with its Michelin-starred restaurants to the beach clubs of Ibiza, they want to experience the VIP lifestyle in an ultra-luxurious destination.
“It’s positive to note that Gen Z and Millennials are eager to travel this year with 84.2% looking at travel within the next 6 months. I know from personal experience and speaking to peers how desperate this group is to get out and travel. The luxury traveller has a higher disposable income, they are going to be the first people to travel but we’re mindful that price will be a big determining factor as to whether people travel or not this year.
“Through our exclusive deals with our partner hotels, we can offer More Life VIP customers exclusive rates and preferential offers such as upgrades and little surprises throughout their trip with us. It’s the details that go a long way and really make you feel like a VIP. Influencers are also important to Gen Z and Millennial travellers, and we’ll be working with the artists, DJs, athletes and luxury lifestyle influencers that really resonate with our customers.”