Neilson recruits Dragons’ Den star as chief customer ambassador

Activity holiday specialist Neilson has recruited Dragons’ Den star Sara Davies as “chief customer ambassador” to help its expansion plans.

The entrepreneur and TV presenter will work on marketing and growth opportunities, after having holidayed with the company last year.

She is visiting Neilson’s latest ski hotel in Val D’Isere, which opened in December 2025, to “immerse” herself in the customer experience and service.

David Taylor, chief executive at Neilson, said: “We’re continuing to see exceptional demand for our holidays, across both our ski hotels and beach clubs, and have been growing strongly over the last few years.

“So when Sara holidayed with us last summer, and then got in touch to see if we would like to work together, we jumped at the chance.

“Sara brings a unique blend of passion, customer focus and proven business acumen that will be of huge value to us as we continue our growth journey.”

More: Majority ‘plan to take the same or more holidays’ in 2026, study suggests

Neilson launches beach clubs in Sicily and Mauritius