What XO Private does

XO Private is a membership-based B2B platform connecting high-end, specialist travel and hospitality companies with over 2,000 carefully selected travel designers and boutique travel operators worldwide. Founded in 2003 in Prague by Yvan Vermeesch and now legally domiciled in Andorra as Tramuntana Media Group SLU, the company has operated continuously for more than 20 years, pivoting in 2015 from a luxury print coffee table book publisher (The Private Collection) into a digital membership platform.

The core product surface comprises The Masters, a curated directory spanning 12 verticals (Sleep, Destination, Drive, Estate, Experience, Flight, Ocean, Representation, Residency, Risk, Wellness, Wine Masters); the Travel Masters List and Media Masters List downloadable contact databases; the XO Private Insider fortnightly newsletter reaching 25,000+ subscribers; a Stories editorial platform; and privileged access to over 100 trade shows annually through 'XO Private Zones' plus boutique sales roadshows across CEE, DACH, Scandinavia, and Southern Europe. The platform is mobile-first, image-led, and closed-network — entries to The Masters and The Private Collection are invitation-only and cannot be purchased.

The business model is built primarily on €899/year standard membership subscriptions providing suppliers with directory listings, newsletter features, social amplification, editorial coverage, trade show positioning, and database access. Secondary revenue comes from limited-edition XXL coffee table books (The Private Collection, FOR RENT) priced at €1,000 per copy, plus unquantified corporate lifestyle partnerships. The company is founder-owned, bootstrapped with no external institutional capital, and operates with a lean 11–50 person team distributed across Andorra, Mallorca, and Prague. Distribution combines self-serve website signup with field sales through trade shows and roadshows, targeting both mid-market boutique suppliers and enterprise luxury hospitality brands.

Name

XO Private

Legal name

Tramuntana Media Group SLU

Website

https://xoprivate.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

XO Private is a membership-based B2B platform that connects luxury travel suppliers with 2,000+ vetted travel designers worldwide via a curated directory, databases, newsletter, and privileged trade show access, charging €899 annually per member.

Ownership category

akta.pro rank

Product category

Luxury Travel B2B Platform

NAICS

Other Travel Arrangement and Reservation Services (56159), Travel Agencies (561510)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Travel Subscription, Membership & Deal Clubs (THAKAAAL)

akta.pro secondary industries

Private Memberships & Invitation-Only Experiences (HSACAMAL), B2B OTA/White-Label Booking Platforms & Affiliate Networks (THAKAAAO), Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK)

Keywords

• Luxury travel platform
• Travel industry networking
• B2b travel marketing
• Hospitality lead generation
• Travel trade shows

Headquarters

HQ city

Andorra La Vella

HQ country

Andorra

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Membership Subscriptions: Annual membership fee providing access to platform, database tools, trade show presence, marketing support, and sales intelligence. Priced at €899 for 12 months, positioned as cost-effective for even small companies.
2. Coffee Table Book Sales: Sale of limited edition, XXL-sized coffee table books featuring curated luxury properties. The Private Collection series includes thematic editions (For Rent, etc.) priced at €1,000 per copy including shipping. Books serve as both revenue stream and marketing/brand assets.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

XO Private operates a membership-based, global B2B platform connecting high-end specialist travel and hospitality companies with over 2,000 carefully selected travel designers and boutique travel operators. The €899 per year membership grants members an online company profile, newsletter featuring, social media exposure, editorial Stories placement, logo usage rights, discounted trade show booths with prime floor locations, access to the Travel Masters List and Media Masters List contact databases, and participation in regional sales roadshows. The company also sells limited-edition luxury coffee table books (The Private Collection, FOR RENT) at €1,000 per copy.

Product overview

XO Private is a membership-based B2B platform connecting luxury travel and hospitality companies with over 2,000 carefully selected travel designers worldwide. The core offering comprises The Masters directory platform with specialized verticals (Sleep, Destination, Drive, Estate, Experience, Flight, Ocean, Representation, Residency, Risk, Wellness, and Wine Masters), supplemented by the Membership Platform (€899/year) providing exposure tools, database access (Travel Masters List and Media Masters List), event access (Trade Shows and Roadshows), and content channels (Stories and Insider Newsletter). The Private Collection and FOR RENT are premium coffee table book publications. The Shows provides access to luxury travel trade exhibitions globally.

Differentiator

Problem solved

Functional benefit

Brands

• The Private Collection: Limited edition series of extraordinary, travel-related coffee table books for discerning travelers, weighing approximately 6.5kg per copy
• Travel Masters List
• Media Masters List
• XO Private Insider

Products and services

• The Masters Directory Platform Flagship B2B directory platform with categorised listings of luxury travel providers across Sleep Masters (accommodation), Destination Masters, Drive Masters, Estate Masters, Experience Masters, Flight Masters, Ocean Masters, Representation Masters, Residency Masters, Risk Masters, Wellness Masters and Wine Masters verticals.
• XO Private Annual Membership Annual B2B membership priced at €899 per 12 months granting members online company profiles, newsletter featuring (25,000+ subscribers), social media promotion (100,000+ followers), Stories editorial features, XO Private logo usage rights, discounted trade show booths with prime locations, Travel Masters List access (2,000+ contacts), Media Masters List access (hundreds of contacts) and sales roadshow participation.
• Travel Masters List Proprietary contact database of 2,000+ carefully selected high-end travel designers worldwide, with approximately 50 new designers added monthly. Data is downloadable and exportable for member outreach.
• Media Masters List Curated contact database of hundreds of travel and lifestyle editors and journalists worldwide, regularly updated and downloadable for member use in PR and editorial outreach.
• The Shows (Trade Show Access) Curated access to leading luxury travel trade shows worldwide including ILTM Cannes, ITLM Asia Pacific, ILTM North America, Connections Luxury, ULTRA Dubai, Central & Eastern European Roadshow, Scandinavia Roadshow, Inspirations Paris, Luxury Tribe, Private Luxury, Epica Travel Show, Luxe West Hollywood, Connections Luxury Europe, Luxe Ibiza and We Are Africa. Includes XO Private Zones with prime floor positioning and business card exchange programs.
• Insider Sales Roadshows Personally escorted boutique sales roadshows across Central & Eastern Europe, DACH (German-speaking) markets, Scandinavia and Southern Europe, connecting members with key decision-makers in a face-to-face setting.
• XO Private Stories Editorial Platform Editorial platform featuring interviews, profiles and articles about luxury travel properties, destinations and industry professionals, distributed through the XO Private newsletter and social media channels to enhance member visibility and search keyword rankings.
• The Private Collection Coffee Table Book Series Limited-edition, XXL-sized (over 1 metre when opened), hand-bound coffee table book series weighing approximately 6.5kg per copy, featuring curated luxury properties and experiences. Entries are invitation-only after research and cannot be purchased. Functions as both a revenue product and a brand asset, with endorsements from Robert De Niro, Francis Ford Coppola and David Copperfield.
• FOR RENT Coffee Table Book XXL-sized thematic edition of The Private Collection featuring nearly 200 exclusive-use properties and private charter yachts, priced at €1,000 per copy including shipping.
• Risk Masters Vertical Dedicated vertical within The Masters directory covering risk management services for luxury travel, launched in November 2020 to expand the suite of specialised travel verticals available to members.

Quantifiable outcome

• 25,000+ newsletter subscribers reached every fortnight
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• ILTM (International Luxury Travel Market) SeriescoreGTM or Marketing PartnerXO Private participates as major exhibitor at ILTM Cannes, ILTM Asia Pacific, ILTM Latin America, and ILTM North America. Members receive discounted booth rates and prime locations within XO Private Zones.
• Connections LuxurycoreGTM or Marketing PartnerXO Private has significant presence at Connections Luxury events across Americas, Europe, Asia Pacific, and other regions. Provides members access to these boutique travel trade shows.
• Private LuxurycoreGTM or Marketing PartnerXO Private participates in Private Luxury shows including Transatlantic Edition and Mykonos (EMEA Edition). Boutique format aligns with XO Private's approach.
• We Are AfricacoreGTM or Marketing PartnerXO Private offers preferential pricing for members attending We Are Africa show in Cape Town. 10% additional discount on official pricing plus enhanced positioning.
• LUXE IbizaminorGTM or Marketing PartnerXO Private provides member discounts for LUXE Ibiza MICE travel show. Standard pricing at GBP 7,785 for members vs GBP 8,650 non-member.
• Camron (Design, Lifestyle & Business Innovation Communications Agency)coreGTM or Marketing PartnerOfficial PR and media relations agency for XO Private. Contacts include Rachael Jevons (Senior Associate Director) and Charlotte Strudwick (Account Director). Handles press inquiries and media outreach.
• Worldwide Events Group LtdcoreGTM or Marketing PartnerOrganiser of LUXE Ibiza and other MICE-focused events. XO Private provides member access and preferential pricing for these events.
• This is Beyond LtdcoreGTM or Marketing PartnerOrganiser of We Are Africa and Do Not Disturb travel shows. XO Private negotiates group pricing for member participation.
• Travel Trade Show OrganizerscoreGTM or Marketing PartnerXO Private maintains prominent presence at over 100 travel trade shows annually worldwide. Partners include show organizers who provide exhibition space, business card exchange programs, and networking opportunities.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Virtuoso: Virtuoso is the largest luxury travel advisor network globally, offering a curated supplier directory, training, marketing, and events. It operates in the same luxury travel B2B ecosystem as XO Private but at significantly larger scale.
• Small Luxury Hotels of the World (SLH): SLH is a curated collection of small luxury hotels with a global distribution and travel advisor program. Competes in the same 'unique luxury accommodation' segment that XO Private's Sleep Masters directory addresses.
• Leading Hotels of the World: Leading Hotels of the World is a luxury hotel collection with a travel advisor loyalty program and curated directory. Similar role as a quality-sealed directory of independent luxury properties for travel designers.

Emerging players

• Scott Dunn: Scott Dunn is a high-end luxury tour operator with curated private travel experiences worldwide. Comparable to the luxury travel operator segment that XO Private's Travel Masters List is designed to reach.
• Black Tomato: Black Tomato is a luxury tour operator and travel designer specializing in bespoke, experience-led itineraries. Comparable to the type of high-end boutique operator that XO Private's platform connects with luxury suppliers.

Direct peers

• Mr & Mrs Smith: Mr & Mrs Smith (now part of Hyatt) operates a curated luxury hotel collection and membership club connecting travelers and travel advisors with boutique properties. Overlaps with XO Private's Sleep Masters and luxury hotel supplier focus.
• Traveller Made: Traveller Made is a membership-based B2B network connecting luxury travel designers with suppliers through an online portal, trade show presence, and curated directories — directly analogous to XO Private's core offering.
• ILTM (International Luxury Travel Market): ILTM is the flagship global luxury travel trade show portfolio (Cannes, Asia Pacific, Latin America, North America) operated by Reed Travel Exhibitions. XO Private exhibits at these shows; ILTM is a comparable B2B marketplace for luxury travel suppliers and buyers.
• Connections Luxury: Connections Luxury is a series of boutique luxury travel trade shows (Americas, Europe, Asia Pacific) at which XO Private exhibits. Directly comparable as a B2B travel trade show platform serving luxury suppliers.
• Signature Travel Network: Signature Travel Network is a cooperative of independent luxury travel agencies that pools supplier relationships, marketing, and training. Comparable to XO Private as a membership-based B2B platform for luxury travel advisors.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/XOPrivate
• Facebookfacebook.com/xoprivate

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 XO Private