Privatising The World: The New Rituals of Ultra-Luxury Tourism

This sociological shift has transformed the very nature of the travel agent's profession. So-called ‘ultra-luxury’ agencies no longer sell itineraries: they design stories, memories in the making. This quest for uniqueness comes at a high price, both in terms of margins and expertise. Behind every trip lies a great deal of research: finding villas or secret locations, negotiating private access to museums, chartering expedition boats, recruiting chefs or guides. Creativity and a network of contacts are key assets.

In this new landscape of luxury, Queen of Clubs embodies the rising generation. Founded by Filippo Torriani in July 2009, the company has established itself as a player in lifestyle travel, halfway between exclusive concierge services and producer of exceptional experiences. With a presence in London, Paris, Rome, Ibiza and Geneva, it exemplifies this hybridisation of technology and tailor-made service: a sophisticated operational platform, a network of local experts, and a more contemporary tone than other major historic companies. Torriani, a charismatic figure in the sector, advocates an almost architectural approach to travel.

"Throughout my long experience in the luxury hotel industry, I noticed that customers were looking for exclusive experiences, unique locations, and unusual ways to discover a city. For a long time, the services of a 5-star hotel were often limited to the expert advice of concierges. I realised that there was a tremendous niche to explore, wishes that remained unfulfilled, and I decided to take the plunge. Queen of Clubs can be defined as a pioneering company," explains Filippo Torriani. This can range from personal photographers chosen from among an elite group of exceptional professionals, to personal shoppers, from solo access to unique locations – historical masterpieces such as the Tower of London or normally inaccessible places such as behind the scenes at Formula 1 races to concerts by famous stars. Everything becomes possible. The clients? ‘Sports champions, tech geniuses, finance leaders, VIPs from the world of cinema or television, wealthy heirs or discreet industrialists who travel with their families and don't show off on social media. For this world of the happy few, I create tailor-made days, designed to accompany them step by step in the fulfilment of their dreams,’ continues Filippo Torriani.

Some examples? A private visit to the Vatican Museums before dawn, accompanied by Clavigero, the master of keys. Guests enjoy a privileged exploration of one of the world's largest art collections, including the Sistine Chapel, but also the mysterious Simonetti staircase. The lights come on one by one, all the way to Raphael's room. In a completely different atmosphere, you can enjoy a horse ride in the gardens of the Palace of Versailles, a private cruise on the Seine aboard a Venetian boat while tasting a fine wine, a truffle hunt with an expert in the woods of the Loire Valley, or discover the mysteries of Stonehenge at dawn with historians.

Faced with this new generation, other agencies, such as Weisse Voyages, symbolise the tradition of adventure travel. Its expertise is reflected in the quality of its partners, its logistical expertise and its personal relationship with its clients. Where Queen of Clubs prides itself on its agility and creative audacity, Weisse Voyages cultivates trust and workshop know-how. These two models complement each other rather than oppose each other: one projects luxury into the digital and international future, while the other preserves its artisanal dimension. One focuses on Europe, its unique locations and exceptional events, while the other offers magical adventures set against the backdrop of the planet's magnificent landscapes and dreamlike natural settings.

Some examples? An exclusive itinerary combining the savannah, Zambia's wildlife parks and the tropical islands of Madagascar, a combination that brings together several original gems of local luxury hospitality such as the Chinzombo, which comprises six villas hidden among the acacia trees, or the spectacular Royal Chundu, near Victoria Falls. In Argentine Patagonia, an hour's drive from the majestic Perito Moreno Glacier, Weisse selects locations that combine style and local experience with the quintessential pleasure of travel, understood as the privilege of being somewhere else. The portfolio of addresses includes places such as Eolo, an establishment surrounded by 10,000 hectares of wilderness between El Calafate and Los Glaciares National Park, and Estancia Cristina, with its local-style tin roof and five-star comfort. Precious moments follow one after another: tasting local Cabernet with a view of the Andes, watching condors, horse riding, nights lit by oil lamps with the Upsala glacier as a backdrop.

Internationally, other names are making their mark in the world of high-end bespoke travel. Abercrombie & Kent, a historic pioneer of African safaris and private expedition tours, remains the industry giant. Its latest known turnover dates from 2022 and stands at over 500 million dollars.

At the other end of the spectrum, Black Tomato, founded in London in the early 2000s, appeals with its millennial approach to luxury: immersive stories, secret destinations and powerful marketing inspired by the world of adventure.

The originality of its offerings is Black Tomato's real asset, promoting bold ‘travel concepts’ such as Get Lost. Travellers are dropped off in a remote location (the Atlas Desert, the Atacama Desert or elsewhere) with a map and a compass and invited to ‘find their way back to civilisation’. Black Tomato discreetly orchestrates the experience, guaranteeing safety and comfort. Another idea that combines adventure and exclusivity is Blink Luxury Camping, super-luxurious temporary camps set up solely for the client's stay in spectacular and very remote locations, then dismantled to offer a fleeting and unique experience. For lovers of children's stories, there is also Take Me on a Story, inspired by classics such as Alice in Wonderland, Treasure Island, etc. Travellers can enjoy an ‘Alice’ tea party in the English forest or explore the lava caves in Iceland, inspired by Jules Verne's Journey to the Centre of the Earth.

In Asia, Remote Lands has established itself as the specialist in insider itineraries, offering American and Middle Eastern clients rare access to temples, artisans and retreats in Southeast Asia.

Everywhere, the same logic prevails: the experience takes precedence over the location. Ultra-luxury travel becomes a personal narrative, often co-created by the client and the designer. Some programs are akin to theatrical productions: a night under the Northern Lights in a transparent bubble, a private expedition with a glaciologist in Antarctica, a Michelin-starred dinner in a medieval fortress rented for a single evening.

It is curious to note how certain destinations, such as the legendary Everest, are losing popularity due to a loss of exclusivity.
Climbing this legendary Himalayan peak remains a classic, and it costs between 30,000 and 150,000 dollars to do so (the climbing permit issued by the Nepalese authorities alone costs nearly 8,000 dollars), but in recent years, the expedition has been so popular that queues have formed along the route, which has contributed to damaging the myth. All these offers, often photographed but rarely publicised, maintain the aura of secrecy that makes luxury so valuable.

Behind the magic of the story, however, the figures reflect a rigorous economic logic. The margins of ultra-high-end agencies range from 20 to 35%, thanks to a combination of hotel commissions, design fees and additional services. Nevertheless, the market remains fragile: dependence on the geopolitical situation and the confidence of international clientele requires a high degree of responsiveness. Paradoxically, the post-Covid period has strengthened this segment by giving travel an existential value: ‘live now’, even at a high price.

The trends for 2025 are rooted in this philosophy. Antarctica, Patagonia and the polar regions attract customers seeking silence and exclusivity.

At the same time, sustainability is no longer a moral argument, but an attribute of luxury: respect for local communities, carbon neutrality, transparency of partners. Major agencies are investing in conservation foundations or reforestation programs, integrating responsibility into their storytelling.
In a world saturated with offers, ultra-luxury agencies thus represent the last bastion of rarity, and their economic strategy allows them to nurture an entire ecosystem of subcontractors (independent hoteliers, transporters, guides, artisans) and become vectors of innovation for the rest of the tourism industry.
According to several estimates by global tourism analysts, the Ultra-High Net Worth Individuals (UHNWI) category – those with assets in excess of 25 million dollars– spend around 3 billion dollars a year on travel and extraordinary experiences. Thus, 0.25% of travelers are securing the future of this type of ultra-luxury tourism, an industry that, according to experts, could be worth 440 billion dollars by 2032, while by the same year, luxury tourism in general is expected to reach around 2.76 trillion dollars.

The 2026 edition of the Arabian Travel Market, which will take place at the Dubai World Trade Centre from 4 to 7 May 2026, will focus primarily on the ultra-luxury segment: in the ATM Ultra Luxury Lounge, specially designed for travel operators catering to high-net-worth individuals, buyers will meet representatives from these agencies as well as the most prestigious brands in the hotel industry, such as Mandarin Oriental, Four Seasons, Jumeirah International and One&Only. The aim? To create a high-level ecosystem that brings together players in the luxury hotel, private aviation and yachting industries in a single space.