Scotland small-group tours firm Rabbie's eyes global growth
Job title:
CEO at Rabbie's Tours.
What is your business called?
Rabbie's Tours
Where is it based?
Headquarters in Edinburgh. Departure points across the UK and Europe including Edinburgh, Glasgow, Inverness, Aviemore, Aberdeen, Dublin, Killarney, London, Bristol, Bath, Manchester, Rome, Milan, Catania, Madrid, Barcelona, Lisbon and Zurich.
What does it produce/do?
Small group tours guided by story tellers
To whom does it sell?
Our typical guest is curious and open-minded, they don't just want to see a place - they want to understand it, meet the people, hear their stories, and come home with experiences worth sharing. Eighty percent of our guests are international and mainly from North America, Australia and Europe.
What is its turnover?
Turning over approximately £30 million a year.
How many employees?
297 employees.
What attracted you to your current role?
I've always loved travel, and being part of a team that's passionate about creating amazing experiences just felt like the perfect fit.
What were you doing before?
I am a trained botanist so don't ask me how I ended up as a Rabbie's driver guide! I was one of the first driver guides hired at Rabbie's, which I think has helped me to reach the point I am at today. Before that I had been travelling and working in various places around the world from a cloud forest in Costa Rica to an insurance firm in Australia!
What do you least enjoy?
Some of the admin - no surprise there. But even that can be weirdly rewarding sometimes!
What do you consider to be the main successes of the business?
Definitely our tours, our team, and the positive culture we've built. There's a real pride in how we look after each other, our communities and our customers.
What are your ambitions for the firm?
I'd love to see Rabbie's small-group tours running all over the world, helping people discover the hidden gems and local stories that make travel so special.
What are the challenges facing the sector and market, and what could be done to overcome or address these?
I'd love to have a magic wand and make the world a more peaceful place. Global uncertainty can impact travel, but all we can do is stay adaptable, keep looking after our people and customers, and focus on what we do best.
Read more
What single thing would most help?
Having that magic wand! But short of that, a bit more certainty in the world wouldn't go amiss, it'd make planning (and sleeping!) a whole lot easier.
What is the most valuable lesson you have learned?
Be true to yourself, trust your instincts, and stick to your values.
What was your best moment?
Taking my first tour and seeing that the customers had actually enjoyed it! And being asked by Robin [Worsnop], the founder, to lead the company in 2013 was a real honour.
What has been your most challenging moment in life or business?
Navigating the company through the Covid pandemic.
How do you relax?
I run, garden, swim in the sea, and spend time with friends and family.
What phrase or quotation has inspired you the most?
Live for the day!
What is the best book (fiction or non-fiction) you have ever read? Why is it the best?
The Nightingale. It's beautifully written and a powerful reminder of the strength and resilience of women in the toughest of times.
Where do you find yourself most at ease?
When I'm out in nature or surrounded by friends and family.
If you weren't in your current role, what job would you most fancy?
Something outdoors and adventurous - anything that lets me explore new places and meet interesting people.
What countries have you most enjoyed travelling to, for business or leisure, and why?
I loved travelling around South and Central America, the wildlife, scenery, and culture are fascinating. And the beaches in India and Thailand are absolutely breathtaking.
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