A different way of experiencing Italy.
Designed for those who expect more than travel
True Luxury Travels was created to offer a more refined way of exploring Italy—one
defined not by destinations, but by access, discretion, and intent.
We design private journeys for a limited number of clients each year, ensuring that
every experience is shaped with precision and care.
We Are Based in Florence. Italy Is Not Our Product — It Is Our Home.
True Luxury Travels was built on a single conviction: that the finest private travel in Italy and Europe can only be designed by those who live here. By people who walk the same streets, eat at the same restaurants, know the winemakers and the museum scholars and the villa owners personally — and who therefore have access to a version of Italy that the brochure version has never shown and the internet cannot locate.
We are based in Florence, in the city that has been the centre of European cultural life since the thirteenth century and that remains, for those who know it properly, the most inexhaustible place in Italy.
Everything we do begins here and extends outward — to the Val d'Orcia visible from our window on a clear day, to the coastlines and islands we reach by the means we arrange for our clients, to the Alpine landscapes and wine countries that form the broader geography of the journeys we design.
The full range of what we arrange
True Luxury Travels is not a single-category agency. We design the complete architecture of a private journey — every element chosen to complement every other, managed by a team that knows the whole picture at all times.
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Bespoke Italy itineraries — designed around the client, not around a catalogue
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Private villa rental across Italy — from Tuscan estates to off-market Capri properties
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Yacht charter across the Italian coast
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Private jet charters and private aviation management
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Helicopter tours, transfers, and aerial experiences
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Venice Simplon-Orient-Express — cabin access, Grand Suite advisory, and onward itinerary
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Cultural access — after-hours museums, private palazzi, master craftsmen, historic institutions
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Golf and wine circuits across Italy
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Private harvest and cellar experiences during vendemmia season
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Special occasions — proposals, anniversaries, private events in historic settings
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Luxury hotel advisory and suite access at the finest properties in Italy and Europe
What we believe about luxury travel — and what we do not
We do not believe that luxury is a function of category — that a five-star hotel is automatically preferable to a three-room agriturismo run by the family that has farmed the land for six generations, if the agriturismo produces the better memory.
We do not believe that a packed itinerary is a better itinerary than a spacious one, or that the quantity of experiences in a week is a measure of their quality. We do not believe that the best Italy is the most famous Italy — that the most visited Amalfi terrace, the most photographed Val d'Orcia road, the most booked Chianti estate, are necessarily the finest expressions of what this country can offer. We believe, consistently and in every programme we design, that the best version of a destination is the one that is designed specifically for the person experiencing it — and that the knowledge required to design that version comes only from being here, over time, with attention.
We work with a limited number of clients at any one time. This is not a positioning statement — it is a practical constraint of how we work. The level of attention that a True Luxury Travels programme requires cannot be maintained across an unlimited number of simultaneous engagements. We have chosen quality over volume, deliberately and from the beginning, and we will continue to make that choice as long as it defines what we do.
Who we work with
Our clients are individuals and families for whom travel is one of the primary pleasures and one of the primary investments — in time, in attention, and in the resources that make extraordinary things possible. They have travelled extensively, they know the difference between a good experience and a great one, and they have either grown impatient with the limitations of what standard luxury travel can offer or have always known that there is a better version available and have been looking for the right introduction to it.
Many of our clients have been with us for years and return each season. Others come through recommendations from clients who have been with us for years. We do not advertise in the conventional sense. We do not need to.
We work with clients based across Europe, the United States, the Gulf, and the Asia-Pacific region — wherever people who care deeply about Italy have accumulated the means and the desire to experience both at the level we design.
We communicate in English and Italian. We are happy to arrange an introductory call at any time, with no obligation and no sales process.
The best way to understand what True Luxury Travels does is to describe what you are looking for and allow us to describe how we would approach it.
Begin the conversation
Tell us where you want to go, how you want to travel, and what you have not yet found. We will tell you what is possible — which, in our experience, is considerably more than most clients initially imagine.