Smart Talking With Jacobite Cruises

Welcome to Smart Talking, the first of a series of regular interviews with individuals and organisations involved in the Scottish travel trade and tourism in Scotland, and beyond. We shall be featuring news and views from those in Scottish tourism, as well as others from further afield with an interest in Scotland as a destination. If you’re interested in Smart Talking with us, get in touch!

In Smart Tourism’s first interview, we talk to Freda Newton, Managing Director of Jacobite Cruises, the award-winning cruise and tour operator based in Inverness, Scotland. 

Hi Freda, welcome to Smart Talking. Please tell us a little bit about Jacobite Experience  Loch Ness and what it does.

Freda:  Jacobite operates tours and cruises on the majestic Loch Ness – our customers are many and varied and we like to think that we have something to suit all, from 1 hour to 6 hours and everything else in between

Jacobite has the reputation for being a leader in its field – how does the company maintain its competitive edge?

Freda:  We always like to dare to be different, whenever something goes out from Jacobite we like to think that it is quirky and original. We also try and keep up with best practice in the industry.

The current economic climate is particularly challenging for businesses, not least for the Scottish tourism industry. How is your business coping with this – any positives coming out of the experience and any advice for others?

Freda:  You need to keep an even closer eye on revenue and costs and look for the most cost-effective ways of communicating with your customers. Whilst it is difficult we must not stop investing in the product.

Do social media and digital technology have a place in your business?

Freda:  Jacobite embraces social media although personally as a limited user  I find it difficult to comprehend why people are so hooked on it. It does concern me slightly that due to the power of the Internet, that things could change very quickly. Could there be a situation where the user turns against Facebook, perhaps?

What’s Jacobite up to at the moment – any news you would like to share with us?

Freda:  We are really excited about our new Jacobite Discovery Project, which we hope will help transform the Loch Ness visitor experience, with a new harbour, reception, car and coach parking and brand new visitor facilities at Brackla, on the western shores of Loch Ness. On Monday 20th June we started site investigation work which will allow us to get the engineers to work on their part of the design process.

Many thanks for “Smart Talking” with us, Freda,  and all the best with the new project.

For more information on Jacobite visit:

Jacobite Experience Loch Ness

Jacobite Discovery Project