The Latest Travel ‘Flex’ Is Trodding the Earth’s Most Remote Regions

Black Tomato’s thematic trips are built around sometimes ephemeral ideals such as “See You in the Moment,” a newly launched series of experiences designed to bring families together, or modern-day food pilgrimages, allowing clients to chase their passions for specific dishes and ingredients around the world. Another concept Marchant is touting as the new form of luxury is the idea of “Soaking in the Silence,” taking travelers to peaceful, distant environs far removed from the clamor of everyday life where they can be immersed in a restorative, natural environment.

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“Most traditional travel agencies have websites or brochures that simply list out destinations, but don’t address the emotive side of how travel can make you feel,” Marchant says. “At our core, we want travel to address needs and want to showcase how you feel in destinations, and this curiosity and passion comes about through everything we do.”

Marchant, 45, spoke with Penta about the latest trends he’s seeing in the luxury travel space, Black Tomato’s popular set-jetting series built around themes such as James Bond and Agatha Christie, and what’s on his personal bucket list.

Penta: How have you seen the travel industry rebound from pandemic-era restrictions?

Tom Marchant: Initially there was a question of whether the rebound would be just a one-year trend or whether it would continue, but we’ve seen a strong surge in bookings and continued growth, and a serious appetite for travel and rich experiences. Our customers are traveling more than they ever have before. We have some clients who ordinarily travel twice with us each year now planning up to six trips with us. And the duration of trips is longer, at a slower, more deliberate cadence to experience as much of local culture as possible. Ultimately, and this is widespread, people began to realize how much travel meant to them and don’t want to risk losing that privilege again.

While some predicted group travel to peak post-pandemic as families and friends reunited and celebrated missed milestones with memorable travel experiences, we’ve seen it have a lasting, positive impact. Travelers have increasingly expressed their desire for meaningful shared reconnection, and we’ve dubbed this trend “group therapy,” as we know firsthand how travel presents a powerful vehicle to strengthen bonds and deliver joy. From our side, sales from multi-generational families and large groups of friends are at an all-time high, reflecting a strong desire from groups who are prioritizing coming together and embracing opportunities to share special moments and journeys together.

Can you discuss the ethos behind highlighting a unique experience rather than a specific destination?

When we started Black Tomato, the word “experience” was not nearly so commonplace and ubiquitous as it is now, and it’s interesting because the way we approached travel from the get-go was always to deliver meaningful experiences, and not about ticking off destination boxes. The evolution of travel to encourage people’s appetite for uniqueness has grown hugely, so it presents even more opportunities to create mind-blowing experiences and also pushes us to raise our game and never settle. 

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What’s the ultimate traveler “flex” these days as people seem to be searching for more than simply saying they’ve been to this many countries or continents?

A good question, and I think it stems from an increased desire for pioneering travel, or some would say frontier tourism, and a question of whether modern-day pioneers and pilgrimages exist—and they can. The real flex is in exploring new places or seeing destinations from a different lens. Ultimately, yes, it is partly tied to one of the oldest motivators around—bragging rights—but for most of our travelers, it’s really not about ticking off an epic adventure, it’s about doing something meaningful and important to them.

We’re seeing an increased desire for clients to chart new courses and paths, and explore some of the remotest corners of the world. … These are boundary-pushing treks in areas so unfettered and spectacular, very few know they exist. Nowhere is more primed to address this aspiration than the Mitre Peninsula, the southernmost region in Argentine Patagonia. It’s an extremely remote landscape of snow-capped peaks, dense evergreen forests, glaciers, and glistening fjords. Wild and mythical. And it’s here where our team is pioneering an expedition for the most adventurous spirits in 2024. This will be an epic adventure in a virgin and wildly remote area, where challenges will be faced daily, and endurance tested by exploring this wild terrain and hiking, sailing, and even riding by horseback to the terminus of the Andes, staying in nomadic campsites and shelters. The flex is not just about going somewhere new, but exploring in a unique and meaningful way.

Can you tell me a bit about the idea of “set-jetting,” and recent itineraries built around James Bond and Agatha Christie?

We actually had a hand in pioneering the “set-jetting” space back in 2016, as it exemplifies a core belief that travel is a manifestation of other passions, even if you don’t realize it. At Black Tomato, we like to connect these dots and encourage these passions. Great TV and film has for decades inspired travel to destinations, and it’s taken on more weight in recent years. Things evolved quite organically, and people have taken notice of our creative expertise in bringing cinematic and literary adventures to life.

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We launched “Take me on a Story” in 2021 with mesmerizing itineraries inspired by beloved children’s stories, also providing something meaningful to look forward to for experience-deprived kids who spent so much time remote learning. Agatha Christie Ltd. reached out to us as they saw a shared vision for bringing literary travel to life. And with Bond, [EON Productions] saw what we’ve been doing for years, including working with the literary powerhouse of Agatha Christie, and reached out to discuss the potential of an official collaboration. Bond is probably the apex of that, where it’s evolved into bringing to life authentic experiences with EON, the custodians and owners of one of the most iconic film franchises in the world. And for them to come to us and want to do Bond’s travels officially, and in the right way, is a very special milestone for us.

What’s on your personal bucket list these days and why?

Alaska, for the sheer beauty and connection to the natural world. I love all types of travel but wilderness adventures have always fascinated me, and I am pining to get over to Alaska and off the grid. Perhaps even taking inspiration from Jack London’s Call of Wild. And also Japan, I want to go there with my wife and daughters. While they are a bit young at the moment, they are getting to the ages where it will create incredible lasting memories and shared experiences. I want to travel with my family to see them exposed and immersed in the bustle of Tokyo and the stillness and spirituality of the countryside like in Hokkaido and other remote parts, which are all so different and special. I’m fortunate in terms of what I do, but equally, it’s made me realize I have the opportunity to introduce my family to so many magical parts of the world and I want to continually stoke this curiosity as they get older.

This interview has been edited for length and clarity.