The former boss of collapsed operator Exclusive Escapes has re-emerged as the head of a new Turkey specialist.
The formation of Fairlight Jones signals a return to the trade for Andrew Lee, backed by private investors, who are mostly previous guests, and a team of hoteliers, villa owners and staff who he has worked alongside previously.
Exclusive Escapes failed in August 2015 with more than 2,000 holidaymakers affected.
Lee was also sales and marketing director of Tapestry Holidays but left three years before its failure in 2006.
The new business has obtained an Atol from the Civil Aviation Authority and has also established a trust scheme for financial protection.
The company is featuring boutique hotels and private villas with concierge services in coastal Turkey, available from May 6.
Lee said: “Fairlight Jones aims to marry chic accommodation with outstanding concierge services and it is no coincidence that coastal Turkey is our first destination: our experienced team knows the Lycian coast inside-out and we can offer one-off experiences that create lasting memories for all.”
He added: “Despite recent challenges, we believe strongly in Turkey, the remarkable natural hospitality of its people, the beauty of our hidden regions and our exceptional properties and owners.
“Turkey retains a very loyal following with guests looking to holiday in style and we aim to carry 2,500 guests in our first year.
“While Turkey will always be the cornerstone of our offering other destinations that fit our ethos will be added to the programme over the coming months and years.”
The company features six hotels, 17 private villas and a fully crewed luxury gulet in and around Kalkan, the Kas, Bozburun and Gemile peninsulas.
Properties can be taken for any duration, with or without flights. British Airways runs a weekly scheduled service from Gatwick to Dalaman.
A discount of up to 20% is offered on bookings made before April 30.
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