Cover Stars: How VIP trip helped Sarah Nowell-Stuart sell Montenegro

The Admiral Travel sales consultant tells Samantha Mayling that experiencing a destination ‘works wonders’ in helping to sell it

Q. Why did you enter to be a Cover Star?
I saw the competition on Facebook and thought it offered luxury, fun, new places and new people. It helps so much to sell a destination – to get the excitement and passion across to customers – once you’ve experienced it. The trip was a great way to see Montenegro, promote Jet2holidays and represent Admiral Travel. The five-star hotels will be of huge interest to our affluent client base.

Q. What was the VIP treatment like?
The Jet2 Red Team were a pleasure, as normal. At Manchester airport we had access to the lounge, for breakfast and a glass of fizz. We were fast-tracked through security and very well looked after by Jet2holidays, who treated us to breakfast on the flight too. The flight was three hours and 10 minutes to Tivat, which is one of the prettiest airports I’ve ever seen. As you disembark, you see the mountain scenery and, wow, it’s beautiful. It’s a small airport, so you’re through quickly, then it’s just one hour to transfer to Budva.

Q. Where did you stay?
We were at the Iberostar Waves Slavija in Budva, and were upgraded to suites. It was a fantastic hotel and very central. The suites were enormous and comfortable, with balconies offering views of the sea and mountains. As soon as you arrived, you had that luxury feeling. The staff were amazing.

The wines in the hotels were some of the nicest I’d ever tasted

Q. Where did you visit?
We started with Budva Old Town, then Perast, where we had a boat trip to Our Lady of the Rocks, an island in the Bay of Kotor. Our Montenegrin guide was full of information and very interesting. It’s lovely to chat to the locals. We went to Kotor and former capital Cetinje. Porto Montenegro was glamorous, with multimillion-pound yachts in the marina. The food and drink were excellent and reasonably priced. In Budva, we ate in a restaurant with a jetty out to sea. It was a meze, with meats, cheese, fish, breads and dips. The wines in the hotels were some of the nicest I’d ever tasted. We ate at the five-star Chedi Luštica Bay hotel, which was superb. The hotel is perfect for a romantic, luxury break, with stunning surroundings and beachfront location.

It was a fabulous group; we got on like a house on fire

We also visited the Hyatt Regency Kotor Bay Resort and the Heritage Grand Perast By Rixos. We had fabulous service and stunning views everywhere. We visited the national park, going around hairpin bends up the mountainside, then went into a museum at the top.

Q. What were the other Cover Stars like?
It was a fabulous group; we got on like a house on fire, even though we were different age groups. I surprised the younger ones when I took a few of them to a nightclub. We also went to the Travel Weekly Globe Travel Awards in London in January where we were hosted by Jet2holidays. Entertainment was by Ella Eyre, Rob Beckett and flash mob waiters dancing to Abba.

Once you’ve experienced a destination and loved it, you get so much passion

Q. How was your photoshoot?
Photographer Steve [Dunlop] quickly put us at our ease, as people were nervous initially. My first was in Kotor; it was so much fun, especially when passers-by were taking photographs of me on their phones. The second photoshoot was at sunset at the amazing Chedi Luštica Bay hotel. It was easier the second time.

Q. Has the trip helped you with sales?
It definitely helps with bookings. I now realise it’s a quick flight and transfer. It helped me to recommend certain hotels to the right clients, and the destination to the right type of holidaymaker. It’s more of an active holiday than fly-and-flop. I’d recommend it as a city break for people who’ve already been to places like Paris and Amsterdam.

It’s mainly couples that I’d send to Montenegro; people who want to go sightseeing. We’ve sold the Iberostar Waves Slavija on my recommendation, based on its location and quality. And I’ve just chatted to a lady about the Chedi Luštica Bay, about the cuisine, wine, service, beautiful scenery and architecture. Once you’ve experienced a destination and loved it, you get so much passion – it works wonders.

Sarah’s career

I was a chef for 15 years but got made redundant. I thought travel would be interesting and Thomas Cook gave me the opportunity in 2002 at its Stretford branch. I moved to a couple of independent agencies. During the pandemic, I worked in a residential home, doing Covid testing; the care staff worked so hard.

After Covid, Admiral Travel was hiring, so I joined the Altrincham branch as a sales consultant. They also have a branch in Cheadle and two in Cumbria. I am so happy – it is a fantastic company and I have an amazing boss. We are in quite an affluent area and also sell luxury travel, city breaks and long-haul. I’ve been lucky to go on a few fantastic educational trips, including seeing the northern lights; skiing; Lapland, where I drove a team of huskies; and Dubai.