Celtic Routes aims to make further inroads with trade

Self-drive tour operator Celtic Routes is preparing to welcome two more salespeople as it looks to make further inroads with the trade.

The company owns a fleet of 4x4 vehicles and offers tailormade itineraries across Scotland, England, the island of Ireland and Wales.

While most clients are from the US, the Yorkshire business has set its sights on tapping further into the UK source market.

Head of marketing James Markwell said there is “definitely an opportunity” to grow UK sales, recommending that agents underline the “luxury element” of the product.

“It’s all white-glove service,” he added, noting the operator delivers each vehicle to the customer and offers a thorough briefing.

Currently, about a third of sales are through agents, Markwell said, but the company wants to increase its visibility to the trade.

“It’s definitely an ambition to grow that part of the business,” he added.

He said two additional salespeople would soon be recruited, creating a nine-strong team including owners Graham Cookson and Alexia Swift-Cookson.

Once an ongoing refresh of the website is completed, about 30 example itineraries will be showcased. However, Markwell added clients are able to work with agents to tailor their route according to their preferences.

The operator focuses on boutique accommodation and can also offer a range of experiences depending on the client’s interests. Golf, whisky tasting, clay pigeon shooting and sheep-shearing are examples of activities available, Markwell said.

As well as Land Rovers, the company also offers trips in Range Rovers and Minis.