A new website, set up by two former travel planners at Black Tomato, aims to “shake up” how luxury tailormade holidays are booked by offering transparent pricing.

Nemo Travel has been set up by Tom Harding and James Wales and goes live in September. The tour operator will be direct-sell with no plans to work with travel agents. 

The website will ask clients three questions - when they want to travel, what they want to do and which destinations they want to visit. It will then deliver a series of options for the client to choose from, and once the client has selected one they can then tailor that trip further to meet their needs - changing hotels and adding activities with live pricing as they adapt their itinerary. 

According to Harding, the platform will simplify the booking process, while also inspiring clients to consider alternatives to what they were initially looking for. He said a key factor to the website was transparent pricing. 

Harding said: “People want more transparency and honestly in pricing and we’ll deliver that. 

“Clients will explore our website and create their itinerary and they can add extras and see the price change and shift as they go along.

“The current booking process that the industry has become used to is a constant stream of emails and going backwards and forwards between agent or operator and clients - and we’re looking to strip that back and shake it up.”

Harding said the pair would be on hand to personalise itineraries and would also support clients using the site for the first time, if assistance is needed. 

He added: “The idea for Nemo came from seeing client frustrations first hand. Our website gives the power back to the customer and we think people are going to really enjoy building their own trip. A personal experience is also key, so James and I are going to be on hand to chat things through and personalise each trip to perfection.”