An interview with CEO and Founder of Destined to Travel, Jasmine Adekunle
Making travel moves.
We love connecting with hoteliers and travel professionals to uncover emerging trends and industry insights. Recently, we had the pleasure of speaking with Jasmine Adekunle, CEO and Founder of Destined to Travel, a luxury travel consultancy that curates bespoke experiences for a global clientele. In our conversation, Jasmine shared what sets her business apart, her personal recommendations for exploring Saudi Arabia, and her mission to champion greater diversity within the travel industry for ethnic minorities.
Our interview with the CEO and Founder of Destined to Travel, Jasmine Adekunle
Hi, Jasmine. Thanks so much for sitting down with us. For those meeting you for the first time, tell us a little about your background and how Destined to Travel came into being.
Absolutely — and thank you for having me.
My background is rooted in a genuine love for people, culture, and creating unforgettable experiences. I started my career working closely with high-profile individuals and premium clients, which gave me a deep understanding of what true service, discretion, and personalisation really look like. Over time, I found myself naturally curating travel, opening doors, and connecting clients with destinations and experiences that weren’t easily accessible to the average traveller.
Destined to Travel came into being for two very intentional reasons. First, I wanted people to redefine the meaning of the word luxury. The traditional definition had become quite stale, often limited to price tags and opulence, whereas I believe luxury is about access, authenticity, and how an experience makes you feel.
Second, I wanted to serve as an example for ethnic minorities who may be hesitant to enter this industry due to a lack of representation. It was important to me to show that there is space for us here, and that we can lead, innovate, and set new standards.
Today, Destined to Travel stands as a bridge between exceptional travellers and exceptional experiences, built on trust, relationships, and a commitment to delivering nothing less than unforgettable.
What kind of client does Destined to Travel cater to, and what makes your company unique?
We cater primarily to premium and ultra-high-net-worth clients, individuals, families, and corporations who value privacy, personalisation, and elevated service. These are travellers who are not just looking for a hotel booking, but for a curated experience: access to the right rooms, the right tables, the right people, and the right moments that transform a trip into something exceptional.
What makes Destined to Travel unique is twofold. The first is that we value relationship-driven luxury. We operate on a foundation of deep, genuine relationships with Directors of Sales, General Managers, tourism boards, and Forbes Travel Guide-rated properties across the Middle East, Europe, Asia, and beyond. This allows us to secure VIP status, upgrades, amenities, and bespoke touches that you simply cannot find online. Our service is also rooted in advocacy; we champion our clients from the moment they enquire to the moment they return home.
We also offer a redefined approach to luxury travel, which means that we’re not transactional; we’re transformational. Destined to Travel was built to challenge the outdated idea of luxury and instead offer something more meaningful: personalised storytelling, cultural awareness, authenticity, and experiences that feel human and intentional rather than staged or generic.
Most importantly, our company reflects representation and inclusivity. We show that luxury travel is not one-dimensional; it has many faces, voices, and backgrounds, and our clients value that modern, diverse, and progressive approach.
In essence, our clients choose us because they don’t just want travel. They want access, and they want connection.
Tell us about some of the travel trends that you’ve seen coming through recently? What are your clients looking for?
The travel landscape is changing quickly, and my clients are at the forefront of those shifts. A few key trends stand out. For example, experiential, emotion-led luxury is a big one. Travellers are moving away from “beautiful hotels only” and leaning into experiences that feel meaningful and story-driven. They want gastronomy tours, private cultural immersions, wellness journeys, and activities that create a personal narrative, not just an itinerary. Luxury is becoming less about marble and more about memory.
Post-pandemic behaviours are still influencing choices, which means that privacy, space and seclusion are more important than ever. Villas, residences, private yachts (like Four Seasons Explorer), and exclusive-use buyouts are becoming increasingly common. Clients want intimacy, control over their environment, and the feeling of being “one of one.”
Especially among UHNW clients, there is a growing desire to support properties and experiences that contribute positively to their environment, not just greenwashing. Resorts like Six Senses, Patina Maldives, and properties in Saudi Arabia’s Red Sea region are gaining attention for their innovative approaches to sustainability.
My clients want trips curated around their story: birthday notes, cultural touches, private previews, bespoke in-room amenities, and itineraries that feel designed for them and only them. Ultra-personalisation is a baseline expectation, and generic is no longer acceptable at this level.
I’d say that wellness is being seen as a core purpose these days, not just an add-on. From longevity retreats to immersive spa programs and sleep optimisation, wellness travel has transitioned from “nice to have” to “the reason for the trip.”
When it comes to destinations, Saudi Arabia is experiencing a surge in popularity, especially among clients who want to be early adopters of a rapidly evolving luxury market. Japan, Oman, Rwanda, and the Maldives continue to trend among those seeking culture or nature-driven escapes.
While you assist clients across the globe with their travels, you have a keen interest in the Middle East. Tell us a little about why you think this part of the world is so special.
The Middle East holds a very special place in my heart, both personally and professionally. It’s one of the few regions in the world where tradition and modern luxury coexist so seamlessly, where heritage, hospitality, innovation, and ambition are all elevated to an art form.
The hospitality culture is unmatched. There is a genuine warmth and generosity that you feel the moment you arrive. Service isn’t transactional; it’s intuitive, heartfelt, and deeply rooted in cultural values. That aligns perfectly with the level of care and attention my clients expect.
It’s fair to say that the region is redefining what luxury means. Cities like Dubai, Abu Dhabi, Riyadh, and Doha aren’t just keeping up with global standards; they’re setting them. From world-class architecture and Michelin-level dining to visionary tourism developments like Red Sea, Amaala, NEOM, and the growing wellness landscape, the Middle East is constantly evolving, innovating, and pushing boundaries.
I also believe that another reason the region is special is that the opportunities for curated, meaningful experiences are incredibly rich. Whether it’s desert tranquillity, spiritual history, contemporary art, or ultra-modern design, the region offers layers of depth that many travellers don’t expect until they experience it.
On a personal level, the Middle East has opened doors for Destined to Travel in ways that feel aligned with my mission, especially around representation, global collaboration, and delivering exceptional service. I’ve built some of my strongest industry relationships there, and it’s a region where my clients consistently feel valued, celebrated, and welcomed. And that’s why I champion it so passionately.
Can you share some standout locations or experiences across the region that you’d recommend?
Gladly! The Middle East is full of extraordinary gems, and each destination offers something completely unique. A few standout locations and experiences I often recommend to clients include the Red Sea of Saudi Arabia. This region is nothing short of breathtaking. Pristine coral reefs, untouched islands, and properties like Six Senses Southern Dunes, The St. Regis Red Sea Resort, and upcoming projects in Amaala make it one of the most exciting emerging luxury destinations in the world. It’s ideal for travellers who want exclusivity, nature, and high-end service in one place.
Another gem in Saudi Arabia is AlUla. There’s just nowhere on Earth like it. From the UNESCO site of Hegra and the sandstone canyons, to Maraya, the world’s largest mirrored building, the experience is surreal. Guests can enjoy hot air balloon flights, private stargazing in the desert, immersive local gastronomy, and some of the most atmospheric luxury stays in the region.
In the UAE, Dubai continues to lead as a hub for ultra-luxury hospitality. Properties like Mandarin Oriental Jumeira, Grosvenor House, a Luxury Collection Hotel, Dubai, and One&Only offer incredible service and amenities. Whether it’s private yacht charters, desert dinners, or Michelin-starred dining, Dubai makes any experience possible.
In contrast, Abu Dhabi is the refined, cultural capital thanks to institutions like Louvre Abu Dhabi, the Sheikh Zayed Grand Mosque, and new concept hotels like Jumeirah Saadiyat Island. The city has a balance of culture, calm, and sophistication. Saadiyat Beach is one of my favourites and the best in the region, as it’s serene, clean, and beautifully preserved.
Qatar’s capital, Doha, is rising quickly, especially with properties such as Raffles Doha, Fairmont Doha, and the ultra-impressive Meryal Waterpark for families. It’s a destination known for curated experiences, stunning architecture, and emerging cultural landmarks.
For clients wanting tranquillity, Oman is a dream. Think dramatic mountains, untouched coastlines, and resorts like Six Senses Zighy Bay, where you can paraglide into the property. It’s barefoot luxury with soul.
Obviously, Saudi Arabia is becoming a real draw for travellers, and you’re an expert on how to travel there. For someone who hasn’t been to Saudi Arabia before, where would you recommend they start and why?
Saudi Arabia is one of the most exciting destinations in the world right now, and for first-time visitors, the key is to experience a balance of its heritage, its modernity, its coast, and its extraordinary natural landscapes.
As the gateway to modern Saudi Arabia, Riyadh is the perfect introduction to Saudi Arabia. It’s fast-paced, ambitious, and full of world-class hospitality. Visitors can explore Diriyah, the birthplace of the Kingdom, dine at global restaurants, enjoy luxury malls, experience desert excursions, and feel the energy of a city that’s shaping the Kingdom’s future.
Next up, I’d recommend Jeddah, a city that offers a completely different vibe: warm, artistic, and deeply connected to the sea. The Historic Jeddah (Al-Balad) district is a UNESCO World Heritage Site where travellers can walk through centuries of history, while the Corniche offers modern waterfront living, art installations, and beautiful sunset views.
It’s also the gateway to diving in the Red Sea, making it ideal for travellers who want culture and coastal relaxation in one destination.
For a true “wow moment,” AlUla never disappoints. It’s an open-air museum of ancient civilisations, sandstone canyons, and cultural innovation.
And as I mentioned earlier, a visit to the Red Sea is an absolute must. This region is a masterpiece in progress. With crystal-clear waters, untouched coral reefs, and visionary resorts, it shows Saudi’s commitment to responsible, next-generation luxury. It’s perfect for travellers seeking exclusivity, nature, and relaxation.
We’d love to hear about some of your personal travel highlights and what you loved most.
I’ve been incredibly fortunate to experience some extraordinary moments through my travels, and each destination has offered something completely unique. A few highlights that truly stand out for me are Riyadh & Jeddah, two contrasting sides of Saudi Arabia that I absolutely adore. Riyadh energises me every time I visit, the ambition, the modernity, the rapidly evolving hospitality scene. Visiting Diriyah and experiencing the blend of heritage and innovation is always a highlight.
Jeddah, on the other hand, has this warm, coastal charm. Walking through Al-Balad with its historic architecture, and then ending the day by the Corniche watching the sunset, is something I find incredibly grounding.
Abu Dhabi offers a slower, more elegant pace. I love the balance of culture and modern luxury, from the breathtaking Sheikh Zayed Grand Mosque to the Louvre Abu Dhabi. Saadiyat Island is another personal favourite; its beaches are pristine, and the hospitality is exceptional. It’s a place where you can truly exhale.
My idea of barefoot luxury, The Maldives is a destination where the world seems to pause. Crystal waters, secluded villas, and a level of service that feels almost intuitive. What I love most is the serenity, waking up over the ocean, feeling completely disconnected from noise and routine, and reconnecting with yourself.
Dubai is one of my favourite cities because everything feels possible. From world-class dining and architectural marvels to yacht experiences and desert adventures, the city blends luxury with lifestyle effortlessly.
These destinations stand out not just because they’re beautiful, but because of how they made me feel — inspired, connected, and grateful. Those emotional highlights are what drive me to curate unforgettable experiences for my clients.
Tell us about some of the most memorable hotel stays you’ve experienced and why they last in your memory.
I’ve had the privilege of staying in some incredible hotels, but a few truly stand out — not just for their beauty, but for the emotional imprint they left on me. Four Seasons Riyadh is unforgettable because it captures the essence of modern Riyadh so perfectly: refined, ambitious, and incredibly warm. The service is flawless — thoughtful without being intrusive — and the design feels both contemporary and comforting. Whether it was the dining, the spa, or simply the way the team anticipated needs before I voiced them, every moment felt elevated. It reflects the new Saudi Arabia in the best possible way.
JOALI Maldives stayed with me because it’s more than a resort; it’s an experience rooted in art, nature, and emotion. The creativity woven into the design, the lush landscapes, the calm water villas, and the extraordinary service make it feel like you’re living inside a dream. Sunsets here are unforgettable, and the sense of peace is unmatched. It’s one of those places that changes your internal pace, and everything slows down in the best way.
What struck me most about St. Regis Abu Dhabi, The Corniche, is the sense of grandeur balanced with genuine warmth. The St. Regis butler service is iconic for a reason, and here it feels deeply personal. The hotel exudes sophistication — from the lobby to the rooms — yet maintains a comforting, homely feel. Even something as simple as relaxing at the Nation Riviera Beach Club feels intentionally curated. It’s luxury with spirit.
A stay at Emirates Palace Mandarin Oriental is unforgettable because it embodies the magnificence of Abu Dhabi in a truly extraordinary way. The architecture, the scale, the marble, the gold accents — everything is breathtaking. But what surprised me most was the hospitality: warm, attentive, and full of character. Walking through the property feels like experiencing a modern palace, and the private beach and dining elevate the stay even further. It’s a destination in itself.
When you get to your hotel, are you more into dining at the restaurant or room service?
Honestly, I’m absolutely a room-service person. As much as I love exploring a hotel’s restaurants and experiencing the culinary creativity of the chef, there’s something incredibly comforting and luxurious about dining in the room.
After travelling, meetings, or creating content, having a beautifully prepared meal arrive at your door, coupled with a great view, the ambience, and complete privacy, feels like the ultimate indulgence. I love settling in, unwinding, and enjoying dinner at my own pace, without the noise or formality of a restaurant setting.
Spa or swimming pool?
Definitely the spa for me. While I enjoy a beautiful pool, nothing compares to the reset that a good spa experience provides. Whether it’s a deep-tissue massage after a long travel day, a calming hammam, or a signature treatment unique to the property, the spa is where I feel truly recharged.
It’s my favourite way to slow down, reconnect, and experience a hotel’s wellness philosophy. A pool is lovely, but a great spa is transformational.
What’s one travel tip you live by?
Always personalise your trip before you arrive. Whether it’s noting your preferences, arranging airport transfers, or sharing special occasions with the hotel, those small details transform a standard stay into a truly memorable experience.
Hotels remember the guests who communicate — and they elevate accordingly.
And what are you and Destined to Travel most looking forward to in 2026?
2026 is shaping up to be a truly exciting year for both me and Destined to Travel. We’re entering a phase of expansion, refinement, and deeper global partnerships, and I can feel the momentum already.
For the company, we’re most looking forward to strengthening our presence across the Middle East. With Saudi Arabia, the UAE, and Qatar evolving so rapidly, we’re excited to deepen our relationships with luxury hotels, tourism boards, and hospitality leaders as the region continues to redefine global travel.
We’re also developing bespoke journeys that go far beyond standard itineraries, immersive cultural experiences, private-access moments, and wellness-led escapes tailored specifically for premium and UHNWI travellers.
2026 will bring new collaborations with hotels, brands, and global partners who align with our philosophy of intentional, experience-led luxury. These partnerships will allow our clients to enjoy even greater access, recognition, and elevated service.
One of the core reasons Destined to Travel was founded was to show ethnic minorities that they have a place in luxury travel. In 2026, we’ll be amplifying that mission, participating in global events, speaking on representation, and continuing to open doors for others in the industry.
On a personal level, I’m looking forward to continuing to redefine what luxury means, connecting with extraordinary people around the world, and building a brand that creates impact, not just itineraries.
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