Black Tomato

Spear’s Review

Black Tomato, co-founded by Tom Marchant, James Merrett and Matt Smith in 2005, provides an array of ‘rare and wonderful’ travel experiences, including family getaways, honeymoons and experiential excursions around the globe. Rather like a black tomato, the curated trips are elusive and defined by their richness. ‘We pioneer against the grain,’ the firm tells Spear’s. 

Its experiences rarely have a fixed format. One example is the ‘Get Lost’ service, which is described as the ‘ultimate adventure challenge’. It involves travelling to uncharted destinations while leaving your cares and worries in the hands of the Black Tomato team. Another offering, ‘The Pursuit of Feeling’, is an emotion-based service that uses AI to connect guests with the holiday they most desire, according to how they feel.

In any case, experiences are always melded to individual tastes and needs. Extra services can include finding fully qualified tutors to accompany the children of HNWs on longer stays, and full-scale hotel room buyouts when clients wish to entertain large parties.