Twin Brands, One Vision

Luxury travel has changed. Yet, many did not notice that.

It is no longer just about five-star hotels and private jets – it is about movement, challenge, and the thrill of pushing limits.

That is exactly why we created Luxury Quests and Lux African Travel – twin brands built for those who crave more than just comfort and sipping wine all day.

I saw a gap. No. I felt it. Something was missing.

For years in the industry, I have been feeling that what the market offered was not what I was looking for.

And most of the offers I would not buy for myself, if I am honest, so why should we offer our clients something that does not align with what our souls were craving?

A niche in the market is always the thing that your soul wants but cannot find, isn’t it?

For us, traditional luxury was predictable. And passive. Both from the side of our business partners and the clients. The “safety” of the luxury industry, somewhere along the way, started to mean “repetitive.”

Last January, I understood that everything “sporty” ends at the level of 3 – 4* category and is offered by the 4th or 5th generation in the family, changing almost nothing in the offering except refurbishment of the rooms.

Why?

To Italy, you go for food or for Carnival in Venice, to France for wine and châteaux, to Spain for Marbella or Barcelona… All of this is based on offerings created decades ago and not exactly targeting those who would like to experience the destination from another perspective.

But what if all of this could be dynamic? What if luxury was not just about where you stay but about what you do?

That is how we moved from standard luxury to sports luxury.

And we will not be giving it extra posh names like “ultra” or “exclusive,” which, thankfully, by many (also in the travel industry), is used as an “opening the conversation” joke.

We do not want to be posh. We want to be us. We want to combine grounded and meaningful luxury with experiencing the destination to its fullest.

This is not just about relaxing in beautiful places – it is about earning those moments. EARNING. Not being given. Not being driven.

Imagine…

One day, you are cycling through Patagonia or trekking in Bhutan. The next, you are soaking in a private hot spring, feeling every muscle that carried you there.

In Africa, it is about going beyond the safari – tracking wildlife on foot, paddling remote rivers, climbing mountains, zip-lining, and trekking.

For us, safari is just a one- or two-day stopover when muscles are so sore that you cannot move any more.

Luxury is not just a place. It is a feeling of accomplishment, adrenaline, and awe.

This is the kind of travel that stays with you. It leaves its mark.

Are you ready to move?

Become a part of the change. Write your chapter with us.