From running one of the best chalets in the Alps, cooking in some of London’s finest restaurants and serving champagne at 40,000 feet, to sourcing off-market private islands, sitting on global hotel group advisory boards and consulting for some of the world's most prestigious travel brands - we've arguably done it all.
We're a small group of passionate travellers who all started on the bottom rung of the luxury travel ladder and have honed our respective skills over the last 2 decades to become global experts in our fields. We've been privileged to work not only with some of the grandest names in luxury travel but also some of the most unique, 'best kept secrets' in the world. We love what we do.
Having gained a wealth of collective experience in large companies and across luxury travel sectors as diverse as lifestyle management, hotel sales consultancy, family office liaison and airline operations, we all began to feel a collective need to provide a more streamlined, more personal service to clients - without the trappings of large corporate travel companies.
Cherry marks a return to a simpler, more personalised luxury travel service. One that emphasises personal connections characterised by trust, candour, warmth and good humour. It’s probably fair to say we approach things a little differently.
Luxury means different things to different people – to the point where traditional luxury brands are banning the word. We create YOUR version of luxury, whether that’s camping under an African night sky, wild Fjord swimming or a private picnic on a deserted Polynesian island. We design incredible, uber-personal experiences and memories for clients over the years and we love to be creative and push boundaries.
Our brand and business is paired-back and unfussy - deliberately so. By removing unnecessary distractions and restraints we’re able to not only offer a more personalised service but create truly unique travel experiences for you with an agility (and often a price-point) larger companies cannot.
We are a curious, passionate and friendly bunch. We love to connect, chat openly, ask questions and thrash out travel ideas. We never assume what is right for you and collaborate, refine and suggest until we have the perfect plan.
Our clients are based world-wide and we are always available.
Di brings not only her name to CHERRY but nearly 25 years of diverse travel industry experience. Instrumental in starting one of the industry’s leading Private Travel companies in 2011, she built a specialist team of experts, overseeing rapid growth and developing a reputation for excellence within the UHNW sector, before starting her own business in 2017. She also co-founded a luxury travel sales consultancy, a company which continues to thrive today, and although Di is now focussed full time at CHERRY, it is this background that gives CHERRY a unique insight into the industry and shapes the way CHERRY operates today.
Along with impressive expertise in luxury villa rentals, ski, wellness travel and superyacht charters, Di’s early career in travel was shaped by motivating thousands of young people to explore the world on self-led expeditions to far-flung destinations. This gave her a deeply personal insight into the life-changing, transformative effects of travel and it’s these insights which have shaped her entire career and led to the founding of CHERRY, creating those same transformative experiences for others once again.
Rob has almost 20 year's industry experience and brings a wealth of insider knowledge of must-visit destinations and local experiences in over 90 countries. Both the breadth and depth of his global high-end product knowledge (and enormity of his personal network) is arguably the most impressive in the industry. He uniquely sits on four global hotel group advisor boards, a testament to his knowledge and understanding of the needs of today’s luxury traveller.
Having lived in the Middle-East for over 11 years Rob’s credentials not only include working with the prestigious Emirates Group and Seera, one of the largest travel management companies in the Middle-East. He was also instrumental in the creation of Almosafer Concierge, the Middle-East’s leading luxury travel provider.
Rob brings not only professional knowledge to CHERRY but, crucially, a deeply personal understanding of other cultures and how to explore them safely and respectfully meaning nowhere is off-limits.
Prior to joining Cherry in 2021, Katie’s 2 offices were a Boeing 747 and an Airbus A330! As a Flight Service Manager at Virgin Atlantic for 15 years, she has literally been everywhere and seen it all. She has taken care of the great and the good, has dealt with life and death situations and consistently delivered world-class customer service under the most challenging of conditions. Secondments in Crew Management and Logistics give Katie an exceptional understanding of the challenges and dynamics of global movement – and as a Mum to two small boys, no one is better placed to make travel seamless and enjoyable for clients travelling with children.
Totally unflappable, exceptionally well-travelled, insightful, calm under pressure, adept at complex logistics and with a superb attention to detail, when it comes to exceptional travel experiences, Katie has the know-how and the know-who to make things happen as well as the skill and insight to create the extraordinary.
A passionate foodie and skier, Mark’s career began 25 years ago as a Chef in some of London’s top restaurants. Seeking respite from the chaos of the kitchen he escaped to the Alps, working several ski seasons as a chef in some of the world’s most prestigious ski chalets. Instrumental in the concept of the ‘Five Star Ski’ experience and the inception of luxury catered chalets, he joined Oxford Ski Company, one of the world’s leading luxury ski specialists, in 2000 where he remains as Managing Director today.
Mark brings to CHERRY a wealth of business acumen, operational expertise and real-world insights into what the term ‘luxury travel’ truly means, as well as and the level of professionalism required to consistently achieve it.
The high levels of service he expects when travelling are reflected in the standards to which he inspires and leads a team, making him a perfect fit for the CHERRY ethos and approach to business.
