Direct Travel Expands its Luxury Brand in San Francisco

Direct Travel, a leading travel management company in North America, is rebranding the leisure travel division of its San Francisco acquisition, S.R. Travel.

S.R. Travel has established itself as the Bay Area’s gold standard in travel management for the last 45 years, working with Fortune 500 corporations, mid-sized companies, and VIP travelers to guarantee each client the highest quality travel program and service available. Acquired earlier this year, S.R.’s leisure travel division fits the scope and format of Direct Travel’s luxury brand, Direct Travel Luxe.

“The reputation of S.R.’s luxury travel team was one more reason Direct was interested in making S.R. part of its West Coast Operation. The team’s expertise, industry relationships and well-known high touch service delivery was a natural fit for Direct,” states Helen Laughlan Leon, President of Direct Travel’s Western Region.

Direct Travel Luxe is by referral-only and is made up of a team of expert travel advisors who personalize and hand-design itineraries for discerning travelers. The service goes beyond standard concierge programs, providing clients with curated experiences such as a Grand Cru tasting at a private chateau in Bordeaux, behind the scenes at a Milano fashion house, and private ballet lessons with the Opéra National de Paris.

“Elliot Serfaty and his team exhibit the same elevated level of service, creativity and fervor that our Luxe advisors deliver to our clients. We welcome Elliot and his fabulous team!” says Victoria Boomgarden, President of Direct Travel Luxe.

“Expanding our luxury, concierge services provides Direct Travel an important competitive edge and offers more of our clients a service level that is above and beyond VIP,” says Ed Adams, CEO of Direct Travel.

Direct Travel Luxe kicked off a series of private events for current and prospective clients this week at the Four Seasons in San Francisco, with additional events in New York and London in 2018.