How Fable Elevates Tailor-Made Experiences with Spark and Vamoos
Case Study
About Fable
Fable is a luxury DMC specialising in tailor-made experiences that put clients’ preferences first.
Co-founders Molly Kinnaird and Rita Hackforth Jones bring over two decades of combined experience in designing bespoke itineraries — curating unique journeys that leave clients returning home with unforgettable stories.
We asked co-founder Molly to give us an insight into their work processes and how using Spark and Vamoos has helped streamline their operations.
“Without a system that kept you up to speed with the progress of bookings, the details of enquiries and the sequence of events post-booking right up to return, we relied on spreadsheets and endless lists of paper.” - Molly Kinnaird
The Challenge
Fable needed a travel management software solution that combined an itinerary builder with a sales and CRM platform to:
Create visually stunning, branded proposals and itineraries
Centralise client and supplier data
Reduce duplicate data entry across multiple systems
Cut admin time while improving accuracy
Before Spark and Vamoos, preparing proposals, itineraries, and invoices meant switching between disconnected tools, doubling the workload and increasing the risk of mistakes. “The extra unnecessary workload inevitably leads to things being missed as well as possibilities for errors and the need to double check everything twice — yet more time spent on admin” says Molly.
The Solution: Spark + Vamoos
By adopting Spark’s tour planning software and bespoke travel CRM, integrated with Vamoos’ mobile itinerary for DMCs, Fable streamlined internal processes and elevated the client experience.
An example itinerary created by Fable, built in Spark.
• Creativity & Storytelling
Legacy systems met some needs, but didn’t adapt to how a DMC like Fable works. Spark’s itinerary quotation platform empowered them to showcase their creative vision through high-impact visuals.
“We know images sell and the nitty gritty isn't sexy so the visuals have to blow their socks off. The ability to fine tune every itinerary full of pictures and clear information that’s easy to find is so important.”
• Enhanced Client Experience
“For us the user experience is everything. A glorious itinerary full of easy to access and read information.”
With Spark’s one-click integration to Vamoos, Fable sends clients a fully interactive, personalised mobile itinerary. Tickets, documents, maps, and location-based recommendations are all available at the client’s fingertips.
“They love the access to tickets and documents… Finally, they love the maps and the extra level of concierge that affords them. How cool to feel like an ice cream and nip into Vamoos to see our best recommendations in Paris from exactly where they are standing!”
• Operational Efficiency
“Spark and Vamoos have changed our lives. It does things that have saved us time and captured invaluable data that we didn't even know we needed. It has halved our turnaround time and reduced errors tenfold.”
Fable now spends 50% less time on admin and enjoys a 10x reduction in data entry errors, thanks to smart data capture and automated document generation.
• Supplier Relationship Management
For Fable, personal supplier connections are essential to delivering memorable journeys.
“One thing we were desperate to focus on is knowing every one of our suppliers on first name terms — your chauffeur, your guide, the GM who greets you at check in etc. It makes more work in many ways but it pays off in the lived experience of those on the holiday.”
Spark’s CRM for travel companies enables Fable to store and organise detailed supplier profiles, track communications, and manage payments from one easy to navigate platform.
The Results
50% reduction in admin time
10x fewer data entry errors
Stunning branded itineraries that inspire clients
Seamless mobile itinerary experience via Vamoos
Stronger supplier relationships with CRM-driven workflows
Final Thoughts
“The itineraries are beautiful, we are routinely told that they are the most beautiful our clients have ever seen. Best of all, we have the time to spend on the things we are brilliant at — curated holiday design, not spreadsheets.”
Ready to transform your DMC?
Click here to read more about our integration with Vamoos.
Book a demo today to see Spark’s itinerary builder and travel management platform in action.
