True Travel

What True Travel does

True Travel is a London-based, privately held luxury travel agency founded in 2013 that designs and sells fully bespoke, tailor-made itineraries for individual luxury travelers across seven regional portfolios covering 60+ countries in Africa, Asia, Europe, Latin America, the Middle East, Australasia, and Polar regions. The company serves a distributed long tail of customer personas including luxury individual travelers, honeymooners, families, multi-generational groups, safari enthusiasts, and adventure travelers, with sample itineraries priced from £3,465 to £29,300 per person depending on destination and complexity.

The core product is high-touch, consultative itinerary planning delivered through a team of destination specialists with deep regional and first-hand expertise, supported by a standard website platform and direct sales channels (web, phone, in-person at the London headquarters). Technology plays a supporting rather than differentiating role: there is no mobile app, no API, and no proprietary AI tooling. Revenue is generated via commissions earned from accommodations, lodges, and activity providers on bookings arranged through True Travel, with customers paying published guide prices for full trip packages including logistics and on-ground support.

The business is B Corp certified and ATOL protected, and operates the True Travel Foundation in partnership with Seawilding to offer clients carbon offsetting through seagrass restoration. The company has earned consecutive Condé Nast Traveller UK Readers Choice Awards (2024 and 2025) and Feefo Platinum Service status, and maintains a content-driven marketing approach through its editorial journal, email newsletter, organic social, and earned media placements in publications including Forbes, Tatler, and Travel + Leisure.

Name

True Travel

Legal name

True Travel

Website

https://true.travel

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

True Travel is a London-based bespoke luxury travel agency designing tailor-made itineraries for affluent individual travelers, honeymooners, families, and safari enthusiasts across 60+ countries and seven regions worldwide, earning commissions on accommodations and experiences.

Ownership category

akta.pro rank

Product category

Luxury Travel Agency Services

NAICS

Travel Agencies (561510), Tour Operators (561520), Tour Operators (56152), Travel Agencies (56151)

akta.pro primary industry

Custom Itinerary Planning with Booking & Fulfillment (Full-Service) (THAKAOAO)

akta.pro secondary industries

Bespoke Multi-Day Itinerary Planning & Custom Tour Design (THAJALAB), Luxury Multi-Day Tour Operators (THAKADAE), Adventure & Expedition Custom Itinerary Planning (THAKAOAC), Group, Family & Multi-Generational Travel Planning (HSACAKAK)

Keywords

• Bespoke travel planning
• Luxury safari holidays
• Tailor-made itineraries
• Luxury travel agency
• Honeymoon travel packages

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Others

Revenue model

1. Tailor-made Travel Planning and Booking: The company designs and sells bespoke luxury travel itineraries, earning commissions from accommodations, lodges, and activity providers. Customers pay guide prices for trips, with True Travel handling all logistics, ground arrangements, and on-ground support.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

True Travel designs and books 100% tailor-made luxury travel itineraries for individual clients across six continents (Africa, Asia, Europe, Latin America, Middle East, Australasia, and Polar regions). Each trip is built from a blank canvas by destination specialists, with full booking of accommodations, transfers, guides, and activities, plus on-ground support and an optional carbon offset program.

Product overview

True Travel is a luxury travel agency offering tailor-made travel services. Their core product is bespoke trip planning and booking across global destinations. They specialize in safari holidays across Africa, beach destinations, cultural experiences, and adventure travel. Services include custom itinerary design, carbon offset programs via their True Travel Foundation partnership with Seawilding, and curated collections for specific travel types (safari, honeymoon, family, adventure). The company connects clients with luxury accommodations, guides, and experiences worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• True Travel Foundation: The company's social impact and sustainability initiative, partnered with Seawilding for seagrass restoration and carbon offsetting programmes for client trips.
• True Collections

Products and services

• Tailor-made Luxury Travel
• Safari Holidays
• True Collections
• Itinerary Planning Service
• Carbon Offset Programme

Quantifiable outcome

• Carbon emissions from trips can be fully offset through Seawilding Seagrass Restoration Programme

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• SeawildingcoreStrategic or Co-development PartnerThrough the True Travel Foundation partnership with Seawilding, the company offers clients the opportunity to offset carbon emissions of their trips through donations to the Seagrass Restoration Programme. The programme includes replanting 80 hectares of lost seagrass meadows across Loch Craignish and trialing new methodologies for seagrass replanting at scale.
• True Travel FoundationcoreStrategic or Co-development PartnerThe company's own foundation that partners with Seawilding for carbon offset programs. Seagrass has the potential to sequester carbon at up to 35x the rate of rainforests, making it an integral ingredient in fighting climate change.
• B Lab (B Corp)coreStrategic or Co-development PartnerVerified by B Lab as meeting the highest standards of social and environmental performance, public transparency and legal accountability. Part of businesses leading a global movement for an inclusive, equitable and regenerative economy.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Original Travel: UK-based tailor-made travel company with destination specialists and a strong family/adventure tilt. Closely comparable on bespoke trip design, UK customer base, and safari/Africa expertise.
• Audley Travel: UK-based bespoke tailor-made travel agency with destination specialists across multiple regions including Africa. Operates the same consultative, blank-canvas model as True Travel and serves a similar high-net-worth individual and family customer base.
• Black Tomato: Boutique luxury travel agency designing bespoke, experience-led itineraries worldwide. Competes head-to-head with True Travel for affluent travellers seeking off-the-beaten-path and adventure-leaning trips with expert curation.
• Cazenove + Loyd: UK luxury bespoke travel agency serving high-net-worth clients with hand-crafted itineraries globally. Comparable to True Travel on small specialist team, premium positioning, and personalized service model.
• Jacada Travel: Boutique luxury travel designer specialising in private, tailored journeys to Latin America, Africa, Asia and the Polar regions. Directly comparable to True Travel on itinerary depth, supplier relationships, and high-AOV bespoke service.
• Scott Dunn: Luxury tailor-made tour operator specializing in family, ski, villa and safari holidays. Closely comparable to True Travel on bespoke itinerary design, premium pricing, and family/honeymoon customer segments.

Broad incumbents

• Travel Counsellors: UK-based homeworking travel agency network arranging bespoke and package holidays. Larger and broader than True Travel but overlaps on custom itinerary planning, supplier commission economics, and UK luxury/leisure customer base.
• Trailfinders: Large UK travel company offering tailor-made holidays worldwide including Africa safaris. Comparable on bespoke itinerary design and Africa coverage; larger scale and broader price-point mix than True Travel.
• Abercrombie & Kent: Long-established luxury tour operator with global coverage including strong Africa safari offerings. Larger and broader than True Travel, but overlaps directly on bespoke luxury safaris and multi-continent tailor-made itineraries.

Emerging players

• Wilderness Safaris: Africa-focused luxury safari operator running their own camps across Botswana, Kenya, Namibia, Rwanda, Zambia and Zimbabwe. Not a direct competitor on full itineraries, but a key supplier and partial substitute for the safari component True Travel packages for clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/truetravel_
• YouTubeyoutube.com/@truetravellondon
• Facebookfacebook.com/truetravellondon
• Instagraminstagram.com/truetravellondon
• LinkedInlinkedin.com/company/true-luxury-travel

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about True Travel