Tom Marchant has redefined luxury travel by pioneering a model where every journey transcends indulgence to become a deeply personal and transformative experience. As the cofounder of Black Tomato, Marchant has continuously pushed the boundaries of bespoke travel, emphasizing connection, purpose, and emotional resonance. His forward-thinking approach, exemplified by innovations like the “Feelings Engine,” blends cutting-edge AI with a profoundly human touch, creating trips tailored to destinations and the emotions travelers seek. Under his leadership, Black Tomato has become a global leader in regenerative travel, fostering meaningful connections between clients, cultures, and the natural world while championing sustainable practices. Marchant’s vision reminds us that travel, at its best, can inspire, heal, and leave an indelible mark on our lives.
Costa: How has the travel industry evolved since you co-founded Black Tomato, and what trends have surprised you the most over the years?
Marchant: When we started Black Tomato, luxury was often synonymous with indulgence and opulence. Over time, it’s shifted towards a deeper sense of meaning where people seek growth, connection, and purpose. What surprised me the most was how much travelers were now savoring the journey as much as the destination itself. In a world where daily life revolves around immediacy and automation, it’s been a pleasant surprise to see more people romanticizing travel’s slower, more intentional aspects. We’ve always believed in the power of the journey, but it’s exciting to see that perspective resonate with so many others now.
What is the key to creating deeply personalized travel experiences that resonate with today’s travelers?
The key is listening and truly understanding what people want and the ‘why’ behind their desires. By tapping into their motivations and the emotions they want to feel on the trip, we can design journeys that go beyond expectations in ways they never imagined. It’s also about the details–the little moments and personal touches that make someone feel uniquely seen and cared for. We always make sure to go into each trip planning with thoughtfulness and intention. That’s where the magic lies.
What are the most significant changes you’ve seen in what travelers seek from their trips, particularly post-pandemic?
Travel has become more purposeful – people want to connect with their loved ones, nature, and themselves. At the same time, there’s a growing appreciation for slowing down, embracing tranquility, and finding experiences that nurture the body and mind. Immersion in nature-rich environments like desert retreats or remote mountainous landscapes has become especially appealing. The rise in shoulder season, attributed to increased flexibility at work, also reflects a desire for quieter, more intimate experiences that allow for true immersion without the distraction of large crowds.
How is Black Tomato addressing the challenge of offering luxury travel experiences that are mindful of environmental and cultural impact?
For us, travel is about connection and respect. We recognize the responsibility of exploring new places. We are very conscious about respecting local cultures, working in ways that give back and positively impact our planet and the communities who call it home. Whether it’s working with partners that are locally owned and operated to benefit surrounding communities or sourcing local grassroots experiences like reforestation projects and wildlife conservation, we’re committed to regenerative travel as a company, collaborating with those who share our attitude and support the local communities to minimize the impacts of tourism.
What emerging destinations or experiences are you most excited about introducing to your clients?
Greenland is an emerging destination to keep on the radar, especially with United’s new direct flight route from Newark to Nuuk launching in June. This will make it far easier for US travelers to access its raw landscapes and unique culinary culture rooted in locally sourced ingredients. Our team ventured out to this uncharted territory last summer and crafted a new itinerary with tons of adventure experiences like catching arctic char with bare hands, sailing on a traditional schooner boat, and swimming in the glaciers.
Okinawa is another destination that we’re excited for the world to discover even more, especially for the non-first timers to Japan. It has long been a secret hideaway for locals but is often overlooked by Tokyo, Kyoto, and Osaka amongst international travelers. With Rosewood Miyakojima opening its first hotel in Japan this year, we look forward to our clients experiencing Okinawa’s gorgeous beaches and mountains, distinct local culture, and Blue Zone lifestyle through our new itinerary, which includes a longevity-focused cooking class, special sake-tasting of Awamori, and jungle canyoning in Iriomote Island to name a few.
How do you see technology shaping the future of luxury travel, from planning and personalization to the on-the-ground experience?
As travelers crave more meaningful connections with the world and themselves, technology will reshape how those experiences are imagined, planned and delivered with greater intimacy and personalization. Innovation has always been a key part of what we do, and we embrace new technologies like AI to enhance, not replace, the human touch in travel.
This belief is central to a new platform we’re launching called The Pursuit of Feeling, which celebrates travel’s raw, emotional power. At the heart of this is The Feelings Engine, an industry-first innovation transforming the trip planning process through augmented intelligence—a seamless blend of cutting-edge AI technology with Black Tomato’s 20 years of human expertise. The engine will converse with you by typing how you want to feel, making bespoke travel recommendations from our extensive proprietary data of carefully researched and curated experiences. Should the user want to book the experience, they are passed onto our human travel experts, who will further fine-tune the experience to meet the client’s exact needs, ensuring it’s tailored perfectly for them. It’s a long-held insight from our clients that they may not know where they want to go but always know how they want to feel. The Feelings Engine takes this founding philosophy to new heights by combining the best of human insights with leading technology.
What have been the most significant lessons or challenges in building Black Tomato into a leader in the luxury travel industry?
The biggest lesson has been staying true and honest in our values. We’ve navigated through challenges like the recession and the pandemic by remaining focused on our mission, which has always stayed the same at the core: to create experiences that inspire and move people emotionally.
As the travel landscape continuously evolves, we must stay ahead of trends and ever-changing consumer expectations. We do this by conducting extensive boots-on-the-ground research, closely listening to our clients, and finding creative ways to reimagine the travel experience. This can be everything from developing strategic partnerships to creating imaginative travel products like Take Me on a Story (family itineraries based on classic children’s literature) and See You In the Moment (centered around group experiences), which were inspired by the shifting desires that emerged out of the pandemic. This constant innovation and adaptability have driven us to where we are today.
What does “worth beyond wealth” mean to you?
It’s about providing an experience that feels meaningful and transcends material luxury. It’s the quiet awe of standing in silence under the Northern Lights, the satisfaction of walking a path less traveled, or the personal growth that comes from seeing the world through new eyes – the moments that stay with you and have lasting impacts on your life long after the trip ends.
It’s also about creating something deeply personal and intentional, designed specifically with that individual in mind rather than a generic experience. Thoughtfulness is at the core, ensuring every detail reflects a genuine connection to the person it’s meant for.
