When Tom Marchant, James Merrett and Matt Smith founded Black Tomato, a luxury travel company, in 2005, Marchant recalls a time where “luxury travel was largely defined by over-the-top indulgence and extravagance.” Twenty years later, however, he's witnessed the category “evolve into something much more meaningful” where experiences are more emotion based than ever.
Marchant is no stranger to soaking in the emotions instilled by a new destination; one of his earliest core memories with travel was exploring the Dune of Pilat in the south of France as a kid.
“I remember running around the endless dunes, feeling pure joy and freedom. It was the kind of adventure where you feel like you’ve stepped into another world, completely immersed in the vastness,” he shares.
Since this young age, travel remained a major part of his life with summers in Finland on his mother’s side or in Paris where he connected with family history. “I’ve always had this innate curiosity to explore the world,” he says.
As the son of an entrepreneur, Marchant admittedly knew that one day he would start his own company rooted in something he was passionate about. “For me, that was travel,” he says. Marchant met his co-founder Merrett in college, where they immediately bonded over their shared love for adventure. “We would spend our school breaks together going on incredible trips that left a real impact on us,” recalls Marchant. Naturally, the duo met Smith, the third part of what would become Black Tomato, while traveling together in Australia.
“We wanted to recreate these emotions we’ve felt centered around remarkable experiences,” he explains, continuing: “The word ‘experience’ is now ubiquitous but at the time, it wasn’t as common. Our approach to letting our emotions guide the journey rather than the destination remains true to this day.”
Below, Marchant shares more about Black Tomato’s evolution to adapt to the ever-changing luxury travel category, including how they’re using a new “Feelings Engine” to help guide bookings, as well as some of his favorite destinations around the globe.
What has been the biggest change across the industry since you founded Black Tomato?
Travelers are seeking experiences that offer a deeper sense of purpose, connection and personal growth. What’s been the most striking is how much people are embracing the journey itself, not just the destination. As we live in an increasingly fast-paced world, there’s something powerful about slowing down and traveling with more intention. It’s a mindset we’ve always championed, and it’s exciting to see it resonate with more people than ever.
Is there a trend you're currently watching in travel?
There’s a growing recognition of how important it is to travel in pursuit of feeling. It’s been our fundamental ethos since the beginning but it’s exciting to see it resonate more widely.
Emotions are increasingly becoming a powerful driving force, not only in travel, but across many industries.
Building on this founding philosophy, we take it a step further in our recent launch of The Feelings Engine, a new emotion-driven, AI-powered tool that delivers tailored trip recommendations based on how you want to feel. You can type your emotional desires in your own words, and the engine then unlocks personalized ideas from our proprietary data based on 20 years of thoughtful research by our travel experts—a seamless combination of cutting-edge technology and human expertise. Should you want to book the trip, you can get in touch with our experts who will dive deeper into the why behind the journey and refine it even more for additional personalization. Our data is already showing that emotional resets and solitude are primary motivations for travel right now, reflecting the modern traveler’s need to step away from the stresses of daily life and reconnect with themselves.
What's a trip or destination that's exceeded your expectations and why?
Slovenia exceeded my expectations. Growing up in Europe, it was one of those places that you knew about but was oftentimes overlooked by other countries. When I finally visited, I was blown away by its rich culture and simply how beautiful it is—it combines the best of its neighboring countries like Croatia, Italy, Austria and Hungary, with its own charm.
What's one thing about working in travel that can get overlooked by friends in other careers?
People may not realize the level of effort, detail and coordination that goes into crafting a seamless trip. It may appear like we’re constantly going on holiday, but the length you go to uncovering places and building relationships with partners often goes unnoticed. It takes a lot of hard work and dedication behind the scenes to ensure every detail flows effortlessly for customers.
What's the first thing you do when you get to a destination?
Just wander. Rather than mapping out everything immediately, I prefer to go on a long walk or run when I first arrive, taking in the atmosphere with wide eyes and an open mind. Along the way, I’ll keep an eye out for restaurants and bars where the locals are to get a real feel for the place.
Do you have any advice for novice travelers?
Embrace the shoulder season—it’s one of the best ways to experience a destination without the crowds, giving you more space to truly immerse. You'll have easier access to iconic sights and top restaurants, all while enjoying at a more relaxed pace.
If you're traveling for a specific event like Japan’s cherry blossom season or The Great Migration in Kenya, plan at least a year ahead to secure the best guides, experiences and accommodations. A little extra planning goes a long way in making your trip extra special.
Lastly, be brave and follow your curiosity—don’t shy away from destinations that feel distant or unfamiliar. It’s often in these places where you might find unexpected magic.
What is a trip or destination you're dreaming of taking?
I’ve been wanting to make it to Alaska. It’s such a vast place, and there’s something about its wild wilderness and sense of remoteness that draws me in. From what I’ve seen in the trips our team has put together, it looks absolutely mind blowing. I’m also itching to explore some of the world’s greatest rivers, from the Nile to the Ganges. Rivers are the epicenter of culture, full of fascinating gems to be discovered.
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