The new business, called Travel + Leisure Journeys, launches with 20 vacation packages tailored by the magazine’s editors in collaboration with Black Tomato, which handles the logistics and shares the revenue from the branded service.
As befits the tony publication, the vacations aren’t cheap.
Tthe shortest one, a four-day jaunt to Palm Springs, cost $1,960 per person, while the longest, a 24-day trek through Papua New Guinea, will set you back $14,175 per person. Other destinations include Croatia, Cuba, Myanmar, India, Japan, and Oman. All the journeys offer opportunities to interact with locals and visit unusual places most tourists don’t get to see, with a high level of comfort and safety.
Beginning this month, Travel + Leisure is promoting the new franchise with messages in its print edition, as well as online, directing interested readers to a dedicated co-branded e-commerce platform maintained by Black Tomato for booking.
The promotional push includes a cover feature on the October issue of the print magazine, calling out a 13-page guide inside.
The launch comes not long after Travel + Leisure unveiled a redesign for its print edition and digital presence. It's part of a larger push by Time Inc. to tap new revenue streams, in part by extending its magazine brands into new areas of business.
Of course, Travel + Leisure isn’t the only publication offering high-ended branded vacation packages. The New York Times bowed Times Journeys in 2012, and National Geographic launched its Expeditions way back in 1999. Smithsonian Journeys, the Smithsonian Institution’s travel business, recently launched a dedicated quarterly print magazine targeting high-end travelers.