The 24-hour service will be by-invitation only, attracting the world’s most discerning business and leisure travelers. The announcement was made by Ed Adams, CEO of Direct Travel, and precedes the brand’s showcase at the International Luxury Travel Market in Cannes, France next week. Victoria Boomgarden, a recognized leader in luxury travel and former President of Best Travel Gold, will oversee and incorporate her clients into this new private luxury division.
Luxe will reside within Direct Travel’s leisure business unit under the leadership of Gerard Bellino, a long- term industry executive specializing in the premium and luxury markets. Bellino’s leisure industry expertise makes him the perfect operational partner for Ms. Boomgarden’s vision, and their key relationships with luxury suppliers deliver instant credibility in today’s travel environment.
“Direct Travel Luxe broadens our company’s service offering, extends our commitment in the leisure space, and automatically makes us a major player in the ultra-luxury space. Victoria and her highly skilled team are dedicated to the art of extraordinary service matched with an undying passion for travel. This combined with our strategic partnerships with the world’s best luxury brands is what today’s luxury client demands,” says Bellino.
Direct Travel Luxe’s services include: access to the most coveted luxury hotel amenities at over 1,500 properties around the world including private villas and yachts, elite status with airlines, members-only cruise benefits such as complimentary shore excursions and private cocktail receptions, a suite of personalized services from luggage delivery to private event access, and custom tailor-made itineraries.
“The new luxury is having travel designed to suit your every whim. Whether you are traveling for business or pleasure, Luxe members are presented with personalized and inspired travel experiences hand-picked by our team of expert travel consultants,” says Victoria Boomgarden.
Some of these curated experiences include Grand Cru tastings at private chateaux during an insider’s tour of Burgundy andBordeaux, Nepal by private helicopter, a whisky lover’s tour of Scotland aboard the Royal Scotsman, and a personal Tour de France with an expert cycling guide.
Luxe is also part of several invitation-only programs with hotels including the Langham, Four Seasons, Ritz Carlton, and Belmond to name a few, as well as tour operators like Abercrombie and Kent. These elite preferred programs offer Luxe members the highest level of VIP status accompanied by exclusive amenities.
Membership will officially open in January. Direct Travel Luxe and its leadership team will be making a debut with the new brand next week in Cannes, followed by several exclusive events at partner hotels across the country.