Guests were graciously welcomed by the hotel’s Managing Director, Bob Schofield, followed by CEO of Direct Travel, Ed Adams, and President of Direct Travel Luxe, Victoria Boomgarden. Serendipitously, the event also celebrated Trip Advisor’s announcement earlier that day that The Langham, Chicago was named Best Luxury Hotel in the U.S.
“We are so thrilled to be celebrating the launch of our new division at an award-winning hotel,” said Ed Adams, “The Langham epitomizes the same level of service, quality and grace that Victoria and her team deliver to our Luxe members. We could not be better suited partners and look forward to more events with Langham in some of our other major markets.”
The brand’s new leader, Victoria Boomgarden, gave a heartfelt speech as she explained her vision behind this members-only program:
“Everything I do comes from the passion and fervor I have for travel. Today’s luxury is not defined by price, but by how customizable and personalized the experience can be. My team and I have done the research, often experiencing things first hand, in order to custom design our itineraries. I take into consideration everything my client wants to see and do and elevate that to the next level with opportunities they might never have dreamed of.”
Some of these curated experiences Victoria has developed include a Grand Cru tasting at private chateaux during an insider’s tour of Burgundy and Bordeaux, Nepal by private helicopter, behind the scenes at a Parisian fashion house, and a personal Tour de France with an expert cycling guide.
The party was attended by a mix of who’s-who in the Chicago area, including lifelong clients of Ms. Boomgarden’s, and Arturo Gomez of the immensely popular Chicago-based restaurant and entertainment group Rockit Ranch. Guests enjoyed an assortment of hand-crafted cocktails including a martini with beet juice and an array of decadent appetizers from vichyssoise panna cotta with white sturgeon caviar to grapefruit macarons painted in gold, the signature color of the Luxe brand.
Direct Travel Luxe will host a series of private events for current and prospective members throughout the year in cities such as New York, San Francisco, Denver and London.