Let me tell you about a call I received one July, about four days before a client’s arrival in Mykonos.

He had booked a villa through a well-known platform. Magnificent photographs. Strong reviews. Considerable money paid. And then, four days out, the owner rang to say it was not available. Double booking. The platform was terribly sorry. A refund was coming. Here, have a look at these alternatives.

The alternatives were rubbish. It was July. I should not need to explain what July means in Mykonos.

As CEO of Concierge Unique, I spent the better part of that afternoon on the phone with people I have known since before some of our competitors were in business. By evening, he had something considerably better than what he had lost. He has not used a platform since. Neither, if they are honest with themselves, should

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