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11 Sep, 2015

Travel + Leisure Unveils New E-Commerce Initiative

NEW YORK & LONDON–(BUSINESS WIRE)–September 09, 2015  – Time Inc.’s Travel + Leisure today announced an e-commerce partnership with Black Tomato, a leading purveyor of luxury, tailor-made experiential travel. The collaboration centers on a new franchise, Travel + Leisure Journeys, which is a set of 20 editorially crafted vacations introduced in September across print and online that will be bookable through Black Tomato’s worldwide network.

This initiative is a first-of-its-kind for T+L and enables its 8 million-plus and growing audience to actually experience trips designed by T+L editors. It is also an example of Time Inc.’s strategic approach to expand its world class brands, premium content and passionate audiences into new revenue streams.

Each of the T+L Journeys offers the opportunity to interact with locals, the thrill of the unexpected and off-the-beaten path adventures—elements that are among the most commonly cited by T+L readers when they are asked about their favorite aspects of travel. All of the journeys are also among the most difficult to plan, so T+L editors have worked with Black Tomato’s travel experts to create these trips. All of the trips are now bookable through Black Tomato via tandl.me/journeys or by calling 844-284-0205.

The vacations range in length and cover close-to-home and far-flung destinations, including Croatia, Cuba, Iceland, India, Japan, Morocco, Myanmar, Oman, Spain, Tennessee, and St. Vincent and the Grenadines. The shortest trip, starting at $1,960 per person for a four-day getaway to Palm Springs, California, includes a tour of the destination’s midcentury landmarks with a local architecture expert. The longest and most unusual trip is a 24-day epic adventure in Papua New Guinea, starting at $14,175 per person; highlights of that trip include overnights at remote camps that offer access to the ancestral hunting grounds of the Kosua, a tribe of roughly 1,000 people; spelunking in limestone caves; and hiking into the Bosavi Crater.

Every one of the 20 trips includes bespoke experiences and eye-opening activities that range from the adventurous to the more culturally immersive, such as the Lake Como and Milan itinerary in Italy that offers readers unique insider access to iconic palatial villas on the shores of Lake Como that are usually closed to the public. In Spain, guests can join award-winning chef Ramón Freixa on an exclusive culinary adventure where they’ll be able to learn his tips for mastering Spanish cuisine.

Today’s announcement comes on the heels of the T+L brand’s print and digital redesign in April and embodies the company’s strategy to expand the brand into a global media enterprise. T+L VP/Publisher Jay Meyer noted, “It is an exciting time at Travel + Leisure as we develop services and products that we know our readers will value. We see tremendous potential in experiential travel, and Black Tomato brings exceptional client service, deep knowledge and a strong digital presence to Travel + Leisure Journeys, making it an ideal partner.”

Travel + Leisure Editor Nathan Lump added, “I am delighted to be able to offer our audience of passionate travelers the opportunity to book trips that we have crafted with Black Tomato. A genuine reflection of our point of view, these are the places we are most excited about as editors and are the types of experiences we know our readers seek. And what sets Travel + Leisure Journeys apart is that all the itineraries are truly custom to us: This is not a white-labeled product.”

Black Tomato is one of the leading suppliers for tailor-made experiential travel, providing innovative, inspiring and exclusive experiences to its discerning client base from around the globe. It is internationally acclaimed for its personalized and innovative approach to travel, focusing on experience first and avoiding standard off-the-shelf-style vacations. The company was started in 2005 by Tom Marchant, James Merrett and Matt Smith, who shared a deep passion for new experiences that push boundaries. Now, 10 years later, Black Tomato remains known for its award-winning, engaging and inspiring online and offline content.

The Travel + Leisure October issue cover features Morocco’s Erg Chebbi sand dunes, one of the destinations included in a Travel + Leisure Journeys vacation. Travel + Leisure Journeys is featured editorially across nearly 13 pages in the October issue.