Shella Brown: Ireland Vacations
This feature is part of an ongoing series where I highlight trusted members of my networks from the Ireland Travel Planning Tips Facebook Group. These tourism professionals are passionate about helping you experience Ireland in a more authentic and stress-free way.
What inspired you to get into the Ireland travel industry, and how has it evolved since you started?
I began my career in the Irish travel industry more than 30 years ago, working for my small family-run marketing company. At the time, our focus was on sending Irish travelers to the United States while also organizing inbound group tours to Ireland. We worked closely with Choice Hotels International, promoting Quality, Comfort, and Clarion Hotels to the Irish market. As our business grew, we shifted our focus to welcoming international visitors to Ireland.
Over the years, we’ve seen travelers’ expectations change dramatically. People today are looking for more meaningful, authentic, and personalized experiences rather than traditional sightseeing tours.
We’ve evolved alongside those changes, and today Ireland Vacations specializes in creating bespoke itineraries for families, multigenerational groups, couples, friends, and small private groups. Every trip is designed around the individual traveler rather than a one-size-fits-all itinerary.
How would you describe Ireland Vacations’ approach to planning trips compared to other tour operators?
The biggest difference is that we listen.
I probably ask more questions than most tour operators, but that’s because every answer helps me understand exactly what kind of vacation our clients are dreaming of.
No two travelers are the same, so no two itineraries should be either.
My team and I treat every client the way we would want our own families to be treated. We’re always available to answer questions —no matter how small— and we’re happy to make changes whenever they’re needed. Flexibility, personal attention, and genuine care are at the heart of everything we do, and I believe that’s what truly sets us apart.
How do you help clients decide between self-drive, chauffeur-driven, rail, or guided tours?
The right choice always depends on the traveler.
Some people love the freedom of a self-drive vacation, while others prefer to relax and let someone else take care of the driving. We take the time to understand how our clients like to travel before making recommendations.
Personally, I’m a strong advocate for chauffeur-driven vacations, especially for groups of four or more. When accommodation is included, the cost is often comparable to a guided coach tour, but the experience is completely different.
With a private chauffeur, you travel at your own pace, choose where you’d like to stop, spend as much time as you wish at each destination, and enjoy the flexibility to change plans along the way. If you’d like to enjoy a leisurely lunch with a glass of wine, you can without worrying about driving afterwards. It’s a luxurious yet surprisingly cost-effective way to experience Ireland.
What type of traveler benefits most from a customized itinerary versus a set package?
In my opinion, almost every traveler benefits from a customized itinerary.
Many people assume tailor-made vacations are significantly more expensive, but that’s rarely the case. For a relatively small difference in price, you receive a vacation that’s designed entirely around your interests, pace, and priorities.
On a fixed group tour, you may find yourself passing through places you’d love to explore, but you simply don’t have the time because the schedule is set for everyone. With a customized itinerary, you decide where you go, how long you stay, and what experiences matter most to you. It creates a far more relaxed, enjoyable, and memorable holiday.
What trends are you seeing right now in how visitors want to experience Ireland?
Today’s visitors are looking for authentic experiences rather than simply checking famous landmarks off a list.
They want to meet local people, enjoy traditional Irish hospitality, walk along beautiful beaches, discover hidden villages, and spend quality time with their family and friends.
People also value a slower pace of travel. They don’t want to wake at 7 a.m. every morning, spend hours on a coach, and return late in the evening to a faceless hotel. They want time to enjoy where they are, immerse themselves in local culture, and create lasting memories.
How do you ensure travelers get an authentic Irish experience, not just the typical tourist stops?
Everything begins with listening and understanding our clients’ interests.
Once we know what they enjoy, we build an itinerary around them and suggest experiences they may never have discovered on their own. Because our tours are private and customized, there’s always flexibility. If guests wake up one morning and decide they’d rather do something different, that’s absolutely possible.
One of my favorite examples happened last year. A group decided they didn’t want to follow the original plan for the day. Instead, their chauffeur brought them to his family’s farm, where they met the animals, chatted with the family, and were invited into his mother’s home for tea.
The guests later told us it was the highlight of their entire trip.
Those are the kinds of genuine, unexpected moments that create unforgettable memories, and they’re exactly the experiences we strive to make possible for every client. We often say we’re like a genie; we do everything we can to make our guests’ wishes come true.
Are there any emerging destinations in Ireland that you think will become more popular that you are integrating into your tour packages?
Ireland is constantly evolving, with wonderful new experiences appearing every year.
Guests can enjoy cooking weekends in Cork, sheep farming experiences in Galway, and West Cork food trails featuring local producers, artisan foods, as well as private guides who bring the region’s history to life.
There are fascinating ghost tours throughout the country, visits to the impressive Ardnacrusha Hydroelectric Power Station, where you can take guided tours, and beautiful coastal escapes to places like Lahinch in County Clare.
For more adventurous travelers, Beyond the Trees in Wicklow offers forest adventures and spectacular treetop walks, while falconry experiences continue to grow in popularity.
Visitors today are looking for experiences rather than simply places to visit, and Ireland offers an incredible variety of both.
If someone is visiting Ireland for the first time, what should they prioritize and what can they skip?
My advice is simple: don’t try to see everything.
Ireland may look small on a map, but there’s far more to discover than most people expect, and our roads don’t always allow for quick journeys. What appears to be a short distance can easily become a four-hour drive.
Instead, prioritize quality over quantity. Spend time exploring the countryside, stay in smaller towns and villages, enjoy hotels overlooking the ocean, and take every opportunity to meet local people.
Those authentic moments are what visitors remember long after they return home.
How far in advance should travelers realistically book for the best value and availability?
There are always good offers available throughout the year, but booking early provides the greatest choice of accommodation and experiences.
September and October are two of my favorite months to visit Ireland.
The weather is still very pleasant, the crowds are smaller, and visitors can enjoy a more relaxed experience. Of course, as we like to say in Ireland, you can experience all four seasons in one day!
July and August are naturally our busiest months and can be more expensive, but Ireland is a wonderful destination at any time of year.
There is an Ireland vacation to suit every traveler. With excellent airline fares currently available, now is the perfect time to start planning your trip.
Whether you’re looking for a luxury getaway or a more budget-friendly experience, there are options to match every budget and travel style.
You don’t have to be wealthy to experience the beauty of Ireland. By choosing the right accommodations, regions, and itinerary, it’s possible to enjoy an unforgettable Irish vacation that is both memorable and very affordable.
What is your own favorite place in Ireland and why?
I think Dingle, County Kerry.
Dingle has a lot going for it, with colorful streets, friendly locals, incredible seafood, lively pubs with traditional Irish music, and some of the most breathtaking coastal scenery you’ll ever see.
Add in winding roads, ancient history, and a pint of Guinness at the end of the day, and you’ll understand why visitors arrive for a night and wish they’d booked a week.
Dingle convinces people to start planning their next trip before they’ve even left!
What keeps you passionate about helping people discover Ireland?
I genuinely love being part of people’s journeys.
There’s nothing more rewarding than hearing from clients after they’ve returned home and knowing we’ve helped create memories they’ll treasure for a lifetime.
My team and I work incredibly hard to ensure every itinerary is carefully planned, offers excellent value, and receives the personal attention every traveler deserves.
At the end of the day, our philosophy is simple: we treat every client exactly as we would want our own family to be treated. That commitment has guided us for more than 30 years, and it’s what continues to inspire me and my team every day.
Find out more about the Ireland Vacations bespoke travel company on its website or contact Shella at [email protected].
