AIR charter entrepreneur Elena Torres has launched a digital travel business that aims to showcase many of Scotland’s top attractions.
Torres, 31, who runs Edinburgh-based private jet charter company Execair, has launched tartanmarmalade.com which will market top hotels and country houses to a global audience.
“Scotland is a beautiful place, offering modern, vibrant hospitality mixed up with a wonderful heritage and some of the finest country houses and luxury escapes you will find anywhere in the world,” she said.
“There is a fast-moving contemporary element to Scotland’s luxury travel market these days, and we hope tartanmarmalade.com can demonstrate to the world that we still offer tartan, whisky and shortbread, but much more than that, and we package it in a modern way.”
Torres said she has identified a growing demand for alternative accommodation that is off the beaten track or “quirky”. She said there are signs that self-catering venues and luxury B&Bs are enjoying a renaissance.
Partners signed up to tartanmarmalade.com include Archerfield golf club in East Lothian, Blythswood Square hotel in Glasgow and Edinburgh’s Nira Caledonia hotel. More hotels and venues are lining up to be involved, and Torres hopes the business will become the pre-eminent Scottish digital guidebook, promoting the best of the country’s hospitality industry.
Edinburgh-based public relations executive Malcolm Robertson, the former head of communications at airports group BAA, has joined the board of tartanmarmalade.com and made a small investment in the business. Execair was founded in 2006 and its sports clients include Paul Lawrie, the Scottish winner of golf’s Open Championship in 1999, and Argentine world No 7 tennis player Juan Martin del Potro.
Last year, Torres teamed up with former Ryder Cup player Andrew Coltart to fly golfers by helicopter between Scotland’s top golf courses and enable them to make the most of their stay.