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
Davies said: “A friend of mine works for Neilson and told me what great holidays they do. I’d never come across them, so we decided to give it a go.
“It was amazing; we went as a family to Levante Beach Club in Rhodes last summer and absolutely loved it.
“When I came back, I got in touch to let them know what a fantastic business I felt Neilson was, and how surprised I was that I’ve not heard of them before.
“This led to us brainstorming some ideas and I really hope with my new role I can help raise the awareness of Neilson and support the team in growing the business.”
Two new ski hotels opened in Val D’Isere this winter, and two beach clubs will open in Sicily and Mauritius for summer 2026.
The company has 10 beach clubs – across Greece, Sardinia, Croatia, Turkey, Sicily and Mauritius, eight ski hotels across Andorra, France, Italy; and sailing holidays across the Mediterranean.
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