Elena Torres (31) who runs Edinburgh-based private jet charter company Execair, has launched tartanmarmalade.com, which will showcase many of Scotland’s finest boutique accommodation – from hotels to country houses and from self-catering to B&Bs - and market them to a global audience.
Elena said: “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.
“Tartanmarmalade.com aims to put that exciting mix in one place, promoting unforgettable experiences to new generations of global travellers looking for exceptional value, exciting adventures and exquisite food and drink.”
“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 we offer much more than that and we package it in an exciting and modern way.”
In planning the new business, Elena has identified a growing demand for alternative accommodation that is off the beaten track or ‘quirky’; there are signs that self-catering and luxury B&Bs are enjoying something of a renaissance.
Partners signed up to tartanmarmalade.com include Archerfield near Muirfield in East Lothian, Blythswood Square in Glasgow and Edinburgh’s Nira Caledonia hotel (part of the Small Luxury Hotels of the World). More hotels and venues are lining up to be involved, and Elena hopes tartanmarmalade.com will become the preeminent Scottish digital guidebook, promoting the best of Scotland’s dynamic hospitality industry with a modern and engaging approach.
Elena, who is launching the new business as she prepares to have her first child, says: “Cooking up Tartan Marmalade has been great fun, and we are raring to go. Our essence is a measure of Scotland’s traditional mixed with contemporary, and that is now on the boil. We just need to add a good few shots of style, and serve it all up in the lap of luxury. Scotland, your ‘tartan marmalade’ is served.”