Luxury travel is no longer just about splendor; it’s about designing journeys that resonate deeply with each traveler’s passions and dreams. At the forefront of this transformative approach is Bespoke Travel, a South African-based company led by the dynamic Nona Laughland. Since its founding in 2017, Bespoke Travel has been redefining the concept of personalized exploration, creating unforgettable experiences that range from private safaris to exclusive corporate retreats. Their efforts were recognized on a global stage for the second consecutive year when they won a 2024 Luxury Lifestyle Awards for Best Luxury Travel Experience in South Africa. 

In this conversation, Nona Laughland reveals the heart and soul behind Bespoke Travel’s success. From the thoughtful planning that goes into every itinerary to the innovation required to stay ahead in an ever-changing market, she opens up about what drives the company’s dedication to exceeding client expectations and shaping the future of luxury travel. 

Our interview is conducted by Alexander Chetchikov, President of the World Luxury Chamber of Commerce. Drawing on over 16 years of experience in identifying top luxury brands through Luxury Lifestyle Awards, he offers valuable insights into the ever-changing luxury industry. 

Alexander Chetchikov: Bespoke Travel has been recognized as a leader in luxury travel, especially after winning a Luxury Lifestyle Awards for the second consecutive year in 2024. What do you think sets your company apart in such a competitive industry? 

Nona Laughland: First of all, I’d like to thank the Luxury Lifestyle Awards for this recognition, it is greatly appreciated, and humbling to be acknowledged by the brand!
What sets Bespoke Travel apart? I think the magic lies in the balance between knowledge, a dynamic work ethic, a passion for Luxury, and a commitment to the deeply personal relationships we form with our clients. Travel is such a personal thing, everyone’s preferences and desires are different, so the only way to really get an itinerary right, is to nurture a very personal relationship with your clients! 

AC: Your focus on creating personalized and transformative travel experiences is remarkable. Could you share an example of a particularly unique or challenging itinerary you’ve curated for a client? 

NL: A few years ago I was approached by one of my biggest clients who said to me that he wanted to go to Russia with his brother, his brother’s wife, and their daughter. The way he briefed me made me believe that the trip was purely for leisure, but there were a few alarm bells going off in my head. He was very specific about which areas they needed to stay in each city and was not flexible on the dates at all. He normally trusts me 100% to offer hotels or resorts without him narrowing down locations, he lets me guide him on the best route to take, and how much time he should spend at each stop. This was also the first time he had traveled with his brother and the brother’s family, and the first holiday he had booked with me without any of his children. I realised that there was something sensitive going on, something personal. After a few chats, and some research on the specific areas he needed to be in, I realised that one of the parties was unwell. I spoke to his PA, who I am. Very close to, and she confirmed that the brother’s daughter was very sick, and they were going to Russia to see some very progressive doctors to try and save her life. Having this knowledge allowed me to curate their trip such that there were no walking tours, I booked drivers and guides instead, so they got to explore, but it was not exhausting. It also allowed me to plan their itinerary around appointments with doctors so that they could experience their tours as a family, and be with the little girl for her appointments and treatments. The client never knew that I knew why they were going, but afterward he called me with such gratitude because it all went absolutely perfectly! 

AC: Bespoke Travel offers tailored experiences for both corporate and leisure clients. How do you balance the vastly different needs of these two customer segments? 

NL: My corporate clients inevitable become leisure clients, and the other way around, so I know the people I am dealing with very well. There isn’t really a difference between the two customer profiles, the levels of service delivery, professionalism, after-hours availability and industry knowledge required to service both categories of customer are the same. Luxury is what we do! 

AC: Your company has built strong partnerships with cruise suppliers and other luxury providers. How have these relationships contributed to the success and uniqueness of Bespoke Travel’s offerings? 

NL: Relationships are everything, with suppliers and clients. Relationships with suppliers are the key to being able to “pull rabbits out of hats”. I have very close relationships with my suppliers, and, as a result, they will always go the extra mile for me. They have become my friends, so the way we work is very personal and invested. 

AC: The demand for personalized travel experiences continues to grow. In your opinion, how has this trend reshaped the luxury travel industry in recent years? 

NL: Covid had a massive impact on the Luxury Market. It took the Luxury travellers longer to start traveling again than the rest of the market. But it is booming again! Covid didn’t only have a negative impact though, a lot of people lost a lot of money when covid hit, and they had not used a travel agent. The value in our services and people’s attitude towards paying for them has largely changed, which means that people are actually spending more on travel than they did pre-covid. I also think that, through Covid, people realised that money is well spent on special times, with special people, in special places, because that feeling is one of the only things that money can’t buy! 

AC: Sustainability is a significant topic in the travel world. How do you see luxury travel balancing exclusivity and environmental responsibility? 

NL: A lot of the Luxury Brands and Chains are very focused on sustainability, the entry-level brands can’t afford to focus on sustainability, so the properties are doing the work here, because there is a demand for it! 

AC: What challenges do you believe the luxury travel industry will face in the coming years, and how can companies like Bespoke Travel stay ahead of them? 

NL: I feel that the Luxury Space and it’s evolution is not a challenge for businesses like mine. People who have the money to travel in the Luxury space tend to remain loyal to their travel agent because travel is such a personal and precious thing. They could easily book everything online, but they don’t have time to do all the research themselves, and if something goes wrong while they are traveling, they like to have one point of contact. They feel secure when I am in control. The way to stay ahead is to stay relevant, nurture relationships, make friends with their children who are in their 30’s because they are inevitably going to take over the travel portfolio of the family’s life, and keep on going above and beyond. 

AC: Technology is transforming the way people plan and experience travel. How do you see digital advancements shaping the future of luxury travel? 

NL: Technological advancement is only going to make the future of Luxury Travel more bright and shiny! Digital itineraries, iOS and Apple pass applications, faster visa approvals, NDC, airlines taking up new routes, accessibility to more exotic destinations, everything that is happening right now is only going to help speed things up and make the journey more memorable. 

AC: South Africa is a destination rich in culture, nature, and history. What role do you think the country plays in defining the global luxury travel landscape, and how has it influenced your approach at Bespoke Travel? 

NL: South Africa is something truly special! The experience of the bush, being immersed in untouched nature, but only being 2 hours away from one of the most loved cities in the world, Cape Town, is something unimaginable. The diversity on offer in South Africa is incredibly unique, and it is drawing the attention of the high-net-worth Individuals in countries like Russia, Germany and the US. We have the most exceptional lodges and hotels, truly immersive experiences, warm and welcoming people, exceptional restaurants, and a wonderful climate. South Africa will always be a pioneer in the Luxury Space. 

Thank you, Ms. Laughland, for taking us behind the scenes of the award-winning Bespoke Travel; it’s been a pleasure learning about your dedication to designing unforgettable luxury travel experiences. 

Visit https://bespoke-travel.co.za/ to find out more.