As Creative Director of Honeymoon magazine from 1995-1999 and then a Features Editor in London from 1999-2005 and since then as a strategic luxury copywriter, I have written extensively (editorial, brand and marketing) for travel destinations, brands and experiences. Much of my current work focuses on the UHNWI market. HNW customers demand more than simply a stunning room and a typical trip. True luxury means unique experiences, bespoke service and tailored itineraries.
Recently, I have written copy about highly tailored experiences, whether that means a personal guided safari and close-up encounters with wildlife in the Masai Mara or an ultra-luxe ski chalet in the Alps, complete with private pool, spa and chef and staff. I am currently working on brand development for exclusive residences in Andermatt, along with the skiing, dining and leisure activities on offer in this exciting destination, reinvigorated by the new development and the investment of Vail Resorts.
I have written extensively for Sanctuary Retreats (now Sanctuary A&K), a boutique collection of luxurious lodges, safari camps and intimate cruise ships. My copy and brand development highlighted the extraordinary experiences on offer, from the wild Skeleton Coast of Namibia to a tour of Egyptian temples with a personal guide and expert Egyptologist. I have also written copy for ski brand, SkiYodl, with insider tips and tricks for planning the ultimate ski holiday, and Hush Villas & Chalets, a luxury brand offering exclusive villas and chalets from the Alps to Turks & Caicos.
luxury lifestyle, travel, uhnwi