Unforgettable Travel Company has unveiled a new luxury Asia specialist brand, aimed at making complex, multi-destination trips easier for agents to sell.
Unforgettable Asia launched yesterday (7 October) with 50 itineraries across 11 destinations, covering Japan, South Korea, Taiwan, Thailand, Vietnam, Cambodia, Laos, Singapore, Malaysia, Borneo and Indonesia.
The launch follows a 226% increase in enquiries for Asia travel between 2022 and 2025, with agents now accounting for 54% of the company’s Asia bookings across their global market.
The new specialist offers end-to-end trip planning and operational support, including private chauffeur transfers, luxury hotels, expert guides, multi-country logistics, complimentary concierge services and 24/7 in-destination assistance.
Agents will also have access to white-label destination and restaurant guides, monthly updates and selling tips, alongside support from a dedicated partnerships team.
The company said its Asia specialists have lived and travelled extensively across the region and work with local teams to create ‘slower-paced itineraries’ focused on ‘high-touch experiences’.
These include a private blessing from Kamakura’s ‘Merry Monk’ at Hasedera Temple in Japan, after-hours access to a private Peranakan home museum in Singapore and a visit with one of Taiwan’s few female tea merchants.
The collection has also been designed around luxury demand from multigenerational families, families travelling with teenagers and honeymooners.
The company creates bespoke trips tailored to individual clients, with launch sample itineraries including a 12-night ‘South Korea and Japan Wellness Journey’ from £9,070pp, a 10-night Japan family itinerary from £5,108pp and a 12-night Indonesian honeymoon from £6,479pp.
A 14-night Mekong Kingdoms journey from Laos to Angkor, including five nights onboard Bohème on the Mekong, starts at £7,836pp.
Speaking at a media lunch at Sushisamba in London yesterday, co-founder Graham Carter said Asia bookings now account for 32% of the travel group’s business.
He added: “These figures have given us confidence to invest, and to give Asia a dedicated specialist brand.
“We’ve seen with Unforgettable Croatia and Unforgettable Greece how much of a clear destination focus this has brought to the business: deeper knowledge, stronger local relationships and more thoughtful trips.”
The company plans a phased rollout of further destinations across Asia later this year and in Q1 next year. Graham said: “Looking ahead, Japan has been a standout destination for us. But I’m also equally interested to see where curiosity takes people next.”
While trade sales in the UK are lower than the company’s global figure, Graham said the UK trade market is ‘definitely an area we want to expand’ and that the company is looking at how to ‘establish themselves more with the UK trade’, with fam trip opportunities for UK agents with Unforgettable Asia in the pipeline over the next six months.
Graham added: “Our ambition is to become the leading luxury Asia specialist that advisors can put their trust to, and help us deliver trips to their most valued clients.”
