AWAY From the Ordinary was set up last year by Aeneas O’Hara to promote lesser-known areas of Scotland to tourists. Aeneas was born in Skye and spent summers on the isle of Eilean Shona but has also been to more than 40 countries. This means he sees Scotland through the eyes of both a native and a tourist so can show clients the best of what Scotland has to offer.

Name: Aeneas O’Hara

Age: 42

Position: Founder and manager

WHAT IS YOUR BUSINESS CALLED?
AWAY From the Ordinary because I like to promote places in Scotland that travellers don’t necessarily know about.

WHERE IS IT BASED?
SKYE, but it covers the whole of Scotland.

WHAT SERVICES DOES IT HAVE TO OFFER?
IF the client gets referred to the company I have a conversation with them and create a trip for them from scratch – I book the hotel, tours and restaurants. The plan is to experience the best of Scotland.

The company is based on my knowledge of the country and understanding what the client wants. It saves clients spending 10 days on TripAdvisor or another travel review site before their trip.

What we arrange for the trip depends on the client’s interests.

Most Americans love the military tattoo in Edinburgh but I also recommend less visited areas like the Mull of Kintyre. Scotland has so much to offer. Twenty years ago people used to complain about the weather and the food but it’s amazing now! I haven’t had a bad meal in Scotland in a long time.

HOW DOES IT WORK?
THE itinerary is tailored to the client. I’m trying to be an ambassador of Scotland. We don’t take any fees from the tours or restaurants we book for the clients. However, we might get a discount of about 10 per cent so it is cheaper than if the traveller booked it themselves.

WHY DID YOU SET UP THE BUSINESS?
I’M proud to be Scottish and I decided to create the company so that I could do something I’m passionate about.

When I was 18 I used to spend summers on Eilean which is owned by Richard Branson’s sister and brother in law. I have travelled a lot and been to over 40 countries. I have always wanted to set something up in Scotland. I worked in client-facing roles and loved to help colleagues and friends with their itinerary, restaurants and places to stay when they are going on holiday.

HOW IS IT DIFFERENT FROM COMPETING BUSINESSES?
THERE are definitely some businesses like this. However, since I have lived in the US and Scotland I know Scotland but I also know what the client wants. There are certain improvements that could be made to these companies.

I deal with the itinerary side more, with some companies they arrange tours for you to go on and they take you on the tour. I can do some tours but I’m trying to collate what Scotland has to offer.

I will be promoting businesses on social media and through my newsletter – restaurants, tour guides or whatever. I’m not being secretive about who I think is doing the best.

WHAT IS YOUR TARGET MARKET?
THE target market is anywhere in the world that I have a bit of a network in, for example, I lived in the US for three years. I went to South Africa for my honeymoon and we used a company like this. It could be a bucket-list trip or for people who want to visit Scotland in style but we have also planned trips for families with kids, so the client base is varied.

WHAT DO YOU ENJOY MOST ABOUT IT?
BEFORE going on holiday I have always done a lot of research and I really enjoy that part. I love reading travel magazines and holiday guides but most people don’t like doing that. I have always been an ambassador for Scotland and have always been particular about where I go when I’m travelling.

WHERE DO YOU HOPE THE BUSINESS WILL BE IN 10 YEARS?
THE business is small at the moment but the plan for this year and 2019 is to grow awareness of it. I was in Edinburgh last week to meet with people who own hotels and restaurants and run tours, as well as activities people might not know about like foraging trips for seaweed.

I am going to tartan week in New York in April where they close down part of the city and there are pipe bands, whisky tasting and other Scottish things. I want people to go away from the ordinary – the focus right now is getting the brand out there.