What CHERRY does

CHERRY (legal entity Kerasi Travel Limited) is a UK-based boutique luxury travel advisory founded in 2017 by Diana Cherry and headquartered in Wheatley, Oxfordshire. The company delivers bespoke travel planning services to ultra-high-net-worth individuals and families worldwide, covering city hotels, beach resorts, private islands, villas, touring itineraries, safaris, superyacht charters, ski chalets, and road trips. Its operating model is intentionally small and relationship-led: a core team comprising Diana Cherry (Founder, ~25 years of luxury travel experience), Katie Becker (Head of Experience, 15 years at Virgin Atlantic, joined 2021), and Mark Gibbins (Chairman, also MD of Oxford Ski Company) is described as the firm's 'superpower', with collective experience cited at a century. There is no proprietary technology platform; the service is delivered via direct email and phone communication on a per-trip, quote-based basis.

The firm operates as a professional services business generating revenue through service fees and commissions from travel suppliers (hotels, resorts, villa owners, yacht charter companies, ski chalet operators). Pricing is bespoke rather than tiered, and the go-to-market motion is consultative sales-led, centred on direct outreach, referrals, and organic social media (Instagram). Marketing spend is minimal; client acquisition relies on personal relationships, word-of-mouth, and a content-led website. A core strategic asset is the portfolio of reciprocal preferred-partner relationships with luxury hotel groups (Hyatt Privé, Dorchester Collection, Rosewood, Firmdale, IKOS, Sani Ambassador Club) and curated travel networks (Serandipians, The Insider Collective, Africa Hub, Impressario, Prestige Club), which provide preferential access and rates. The company has received consecutive industry recognition via the Lusso Awards (Top 5 UK Travel Agent in 2023 and 2024, Managing Director's Award in 2023). The legal entity is privately held with no disclosed parent, subsidiaries, or institutional funding; ownership appears to remain with the founder.

Name

CHERRY

Legal name

Kerasi Travel Limited

Website

https://cherry.travel

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

CHERRY (Kerasi Travel Limited) is a UK-based boutique luxury travel advisory founded in 2017, providing bespoke, relationship-led trip planning to ultra-high-net-worth individuals and families worldwide through a small expert team and curated supplier network.

Ownership category

akta.pro rank

Product category

Luxury Travel Planning Services

NAICS

Tour Operators (561520), Other Travel Arrangement and Reservation Services (56159)

akta.pro primary industry

Honeymoon & Romance Travel Agencies (THAKAFAC)

akta.pro secondary industries

Luxury Chalets & Ski-In/Ski-Out Homes (THAMAEAD), Mountain & Ski Luxury Resorts (THAGACAB)

Keywords

• Luxury travel planning
• Bespoke travel advisory
• Private island holidays
• Superyacht charters
• Luxury safari booking

Headquarters

HQ city

Wheatley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Luxury Travel Planning and Advisory Services: Bespoke luxury travel planning service for individual clients and families. Revenue generated through service fees and commissions from travel suppliers (hotels, resorts, villa owners, yacht charter companies, ski chalets) for arranging comprehensive travel experiences worldwide.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

CHERRY is a luxury travel agency that plans and books bespoke holidays and travel experiences worldwide for ultra-high-net-worth individuals, couples, and families. The service covers city hotels, beach resorts, private islands, villas, touring itineraries, safaris, superyacht charters, ski chalets and road trips, delivered through personalised consultation, 24/7 support, and a curated network of global preferred partners.

Product overview

CHERRY is a luxury travel agency, not a software product company. It offers personalized luxury travel planning and booking services as a single unified offering. The company provides bespoke travel experiences including city hotels, beach resorts, private islands, villas, touring itineraries, safaris, superyacht charters, ski chalets, and road trips. The service is delivered through direct client consultation and a network of travel partners, rather than through a software platform or product modules.

Differentiator

Problem solved

Functional benefit

Products and services

• Bespoke Luxury Travel Planning

Quantifiable outcome

• Trusted by clients worldwide with testimonials describing experiences as 'simply magnificent', 'honestly magical', 'wonderful experience'

Named customers2 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core.

• SerandipianscoreGTM or Marketing PartnerTravel Designer membership network providing access to exclusive travel experiences, properties and services for client referrals and preferred partner status.
• Hyatt PrivécoreGTM or Marketing PartnerPreferred partner programme with Hyatt hotels providing preferential access, upgrades and rates for CHERRY clients booking Hyatt properties worldwide.
• The Insider CollectivecoreGTM or Marketing PartnerLuxury travel network providing insider access, preferred rates and exclusive experiences through curated collection of travel experts.
• Sani Ambassador ClubcoreGTM or Marketing PartnerPreferred partnership with Sani Resort providing exclusive benefits, priority access and preferential treatment for clients booking at Sani properties.
• Dorchester CollectioncoreGTM or Marketing PartnerPreferred partner status with Dorchester Collection luxury hotels providing exclusive access and premium services for CHERRY clients.
• RosewoodcoreGTM or Marketing PartnerPreferred partner programme with Rosewood Hotels & Resorts offering enhanced benefits and priority access for CHERRY clients.
• IKOS Prestige ClubcoreGTM or Marketing PartnerPreferred partner status with IKOS Resorts providing exclusive benefits and priority booking access for clients.
• Firmdale HotelscoreGTM or Marketing PartnerPreferred partnership with Firmdale Hotels providing exclusive rates and benefits for CHERRY clientele.
• Africa HubcoreGTM or Marketing PartnerSpecialist partner network for African safari and luxury travel experiences, providing insider access to premium African destinations and properties.
• ImpressariocoreGTM or Marketing PartnerLuxury hotel and travel partner network providing exclusive access to global collection of upscale properties and experiences.
• Prestige ClubcoreGTM or Marketing PartnerPreferred partner programme providing exclusive benefits and priority access across luxury hotel properties.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Abercrombie & Kent: Established global luxury travel company offering private tailor-made itineraries, private jets and cruises to UHNW travellers. Directly comparable to CHERRY in bespoke service model but operates at significantly larger scale with broader geographic coverage.
• Quintessentially: Global luxury concierge and lifestyle service for ultra-high-net-worth members, with significant travel planning as a core offering. Comparable to CHERRY in UHNW customer base and 24/7 bespoke service, but operates as a broader membership-based concierge.

Regional players

• Travel Beyond: US-headquartered luxury travel agency creating bespoke international trips for high-net-worth clients. Comparable to CHERRY in bespoke service model and supplier relationships, though it primarily serves the North American market rather than UK/Europe.

Direct peers

• Black Tomato: Boutique luxury travel company designing bespoke, experience-led trips for affluent travellers globally. Similar in size, philosophy and service-led GTM to CHERRY, with comparable focus on unique experiences rather than standard luxury packages.
• Red Savannah: Specialist luxury tailor-made travel company offering expert-led, personalised itineraries worldwide. Overlaps with CHERRY in UHNW client focus, curated supplier network, and high-touch consultation-led service model.
• Original Travel: UK-based tailor-made travel company creating personalised holidays for discerning travellers. Directly comparable to CHERRY's consultative, trip-by-trip bespoke approach and similar customer profile of UHNW individuals and families.
• Caribtours: UK luxury tour operator specialising in tailor-made holidays, with strong focus on high-end beach, safari and island experiences. Comparable to CHERRY in target customer, UK base and curated global supplier network.
• Scott Dunn: UK-headquartered luxury tour operator specialising in bespoke, high-touch holidays for affluent families and individuals worldwide. Closely comparable to CHERRY in target customer, consultative sales model and curated supplier network across ski, beach and safari.
• Cazenove + Loyd: Boutique luxury travel firm specialising in bespoke, insider-led trips for high-end clients. Comparable to CHERRY in small-team, relationship-driven model and emphasis on unique, off-market experiences for UHNW travellers.

Others

• Oxford Ski Company: Luxury ski travel specialist where CHERRY's Chairman Mark Gibbins is Managing Director. Comparable through the deep ski-chalet expertise and shared leadership, though Oxford Ski Company is a domain specialist rather than a generalist like CHERRY; the relationship is also a potential supplier channel for CHERRY.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/thecherrytravel
• LinkedInlinkedin.com/company/cherrytravel

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 CHERRY