The owner of new luxury agency Pinch Travel says the brand will specialise in “off-grid” destinations and “considered luxury”. 

The agency, led by Lee Monks, has been launched as a sister brand to The Holiday Fixer, founded by Monks’ wife Britt-Marie. 

The husband-and-wife team will each lead their respective businesses while leveraging opportunities for collaboration. 

Lee said Pinch Travel’s creation came about as high-budget clients increasingly sought more tailored luxury experiences through The Holiday Fixer, which primarily caters to mid to high-end clients. 

Existing clients of The Holiday Fixer who are seeking a “luxury, personalised, specific service” now have the option to move across to Pinch Travel, however the goal is to also bring in new clients. 

Lee said: “We wanted to elevate the experience with a different website and brand that has a higher-end feel.” 

“I really get excited by that feeling of being lost travelling, the beautiful disorientation of arriving somewhere completely new that you almost feel like you’re dreaming. That is the feeling I want to bring to our clients,” said Lee. 

Referencing the company’s name, Lee said: “It’s about those ‘pinch me’ moments we all experience when we have the best and most authentic travel experiences.”

As well as unique and unknown travel experiences, Pinch Travel will also specialise in “considered luxury” and finding properties that “integrate within nature, rather than impose on it.” 

This focus reflects the heightened interest of luxury travellers in sustainable experiences and slow travel, especially from younger generations. 

As Pinch Travel has just opened for business, Lee’s primary focus is on “quality, the experience and growth.” 

He said: “We’re open to feedback so we can offer a very agile, forward-thinking, modern take on travel. 

“Initially, we plan to keep regenerating profits to make the business the best it can be and learn from the early days where the business needs to go.”