New York – Prior is a new breed of luxury travel agency that is billed as a modern-day Explorers Club.
Those who hope to join Prior must submit an application and are chosen based on a personality test, before paying an annual fee of £1,956 ($2,500, €2,199) to gain access to limitless travel planning services and members-only events.
Launched by a former Condé Nast Traveler editor, Prior’s events are described as ‘nomadic clubhouses’, in which the brand takes over a building, from a Barcelona art gallery to an East Asian Buddhist monastery. Prior’s first excursion, which took place in October, was held at a Georgian mansion in the English countryside, and included hikes, baking classes and dinners by one of the world’s up-and-coming chefs.
Rather than relying on the destination imagery that travel companies typically use, Made Thought has designed branding for Prior that offers a more nostalgic perspective on travel, using colourful collages to reference the golden age of the 1920s and 1930s.
The travel agent and the members’ club are merging, as luxury consumers seek ultra-exclusive experiences around the world.