Luxury Gold Is Rebranding for a More Affluent Consumer

Ahead of what it calls the “new golden age of travel,” The Travel Corporation’s Luxury Gold tour operator is rebranding with a new logo and ethos.

Effective immediately, Luxury Gold is shifting toward a more intimate, and luxurious, travel experience across its 30 small-group journeys in 2023. The goal, according to Luxury Gold’s announcement on Tuesday, is to cater to more affluent consumers, with higher budgets than pre-pandemic, who are increasingly excited about international travel

“It’s clear that affluent travelers intend on traveling in 2023 and looking to book those once-in-a-lifetime trips that include all the luxury and ease of a high-end travel experience,” said Melissa DaSilva, President of Luxury Gold, North America.

“With the rebrand of Luxury Gold, travelers will be able to have an even more intimate and elegant travel experience with magnificent stays, exceptional dining, and curated experiences. As a brand that offers luxury travelers refined and immersive travel experiences in a small group setting, Luxury Gold is excited to meet the demand for an exceptional journey that checks all the boxes,” she added.

Luxury Gold guests can now expect a higher level of service and accommodation during their tours—guests will stay at properties from Belmond, Red Carnation, and JW Marriot along with other, unique boutique properties including Ashford Castle in Ireland and the Lion Sands Game Reserve in Kruger National Park in South Africa.

Guests can also expect a rebranded Founder’s Collection experience, curated by founder Stanley Tollman, which now includes meetings with European nobility, locals, and icons in historic sites around Europe.