Yasmin Ikrami, the Founder and CEO of JourneyLabelTrue luxury today is having the time and space to slow down, stay longer in one place, and reconnect with nature, culture, and yourself feels Yasmin Ikrami, the Founder and CEO of JourneyLabel. In an interview with TDM she shares her journey of luxury travel for our readers.
Travel Daily Media (TDM): Kindly share for our readers the journey behind JourneyLabel? What has been your favourite journey so far? How was the year 2025 for you and what plans for 2026?
Yasmin Ikrami (YI): JourneyLabel was born from a simple belief that travel should feel deeply personal and thoughtful, guided by emotion and curiosity rather than checklists. What started as a passion for creating meaningful experiences gradually evolved into Journey Label, a label for rare journeys where our clients are always welcomed as guests. Choosing a single favourite journey is never easy, but the most special ones are often defined by quiet, unforgettable moments. It may be a family witnessing wildlife together for the first time or a couple discovering a destination at their own pace. These unhurried and deeply human moments continue to inspire us.
The year 2025 was one of reflection and refinement. We focused on strengthening relationships, exploring lesser-known regions, and deepening our commitment to responsible and sustainable travel. It was a year of listening closely to our guests and evolving with their expectations.
Looking ahead to 2026, JourneyLabel will continue to grow with care and intention. We plan to build meaningfully on the collaborations formed this year, deepening partnerships with tourism boards, hotels, and experience partners who share our values. Our focus remains on designing journeys that feel intimate, conscious, and beautifully crafted, stories our guests carry with them long after they return.
TDM: Tell us more about the Quiet Revolution of Luxury Travel, where travellers are actually looking for Deep Rest, Unplugged Escapes & Slow Journeys.
YI: I see the quiet revolution in luxury travel as a natural response to our increasingly busy, connected lives. Travellers now seek not more experiences but deeper rest, presence, and grounding. Deep rest, unplugged escapes, and slow journeys have become the new markers of luxury, defined no longer by excess or packed itineraries but by space, stillness, and the freedom to truly disconnect.
For me, true luxury today is having the time and space to slow down, stay longer in one place, and reconnect with nature, culture, and yourself. At JourneyLabel, we curate holidays that let travellers step away from noise, returning home restored rather than rushed. This shift towards quieter, more intentional travel feels deeply meaningful and very much here to stay.
TDM: What does luxury travel epitomise for the Gen Z travellers? What kind of sustainable offering can you tailor make for them?
YI: For Gen Z travellers, luxury means bold, unforgettable experiences that push boundaries, check off bucket-list moments, and offer a sense of achievement. They crave speed, adventure, and unique stories to share, while still caring about the planet and local communities. Sustainable luxury offerings can be tailor-made with high-energy, eco-conscious experiences: heli-hiking to remote peaks, private wildlife safaris with conservation partners, curated adventure sports, or immersive cultural encounters with local artisans. At JourneyLabel, we design journeys that deliver adrenaline, awe, and happy moments, while ensuring every experience respects the environment and supports local communities.
TDM: As your organization’s leader, what’s your long-term vision to achieve gender equality?
YI: At JourneyLabel, gender equality is central to our values. Currently, 70% of our team are women, including key leadership roles, with myself as Founder & CEO and a male Co-Founder supporting a collaborative culture. Our long-term vision is to create an inclusive environment where opportunities for growth, leadership, and decision-making are equally accessible to all, fostering mentorship, representation, and empowerment at every level of the organization. We aim to lead by example in the travel industry, showing that a diverse and gender-balanced team drives innovation, creativity, and meaningful impact.
TDM: How is Tech and AI redefining Luxury Travel?
YI: Technology and AI are enhancing luxury travel by making experiences more seamless and intuitive. Rather than replacing human expertise, AI serves as a powerful complement: anticipating traveller preferences, recommending bespoke itineraries, and curating exclusive experiences in real time. From virtual previews of resorts to smart concierge services and predictive planning, technology helps travellers save time, reduce stress, and immerse fully in the journey.
TDM: Which Experiential Journeys Are Becoming Popular for Luxury Travel?
YI: Luxury travellers are seeking journeys that spark curiosity and create meaningful memories. Private wildlife safaris, cultural exchanges with local communities, and hidden natural wonders are in high demand. Wellness escapes, slow-paced retreats, and sustainable adventures allow travellers to recharge fully. Gourmet tours, bespoke art experiences, and exclusive yacht or rail voyages offer refinement with intimacy. Experiential highlights like starlit desert dinners, private helicopter rides over glaciers, and underwater dining bring moments of awe that stay with travellers long after the journey ends.
TDM: Can you share for our readers 10 luxury travel experiences they should aim for?
YI: 10 Luxury Travel Experiences Every Reader Should Aim For
- Embark on a private wildlife safari, observing majestic animals in their natural habitat with expert guides.
- Dine inside a dormant volcano under candlelit skies with private chefs and tailored service.
- Witness a total solar eclipse from a luxury camp in a remote, exclusive setting.
- Explore hidden valleys by private river expedition, combining adventure with curated cultural encounters.
- Stargaze under crystal-clear skies with personal telescopes and sunset dining experiences.
- Travel through iconic landscapes aboard premium trains with reserved best-view seats and refined service.
- Stay in bespoke wilderness camps set up only for you, blending comfort with pristine surroundings.
- Kayak through glowing waters to a secluded gourmet meal for a night of wonder.
- Sleep beneath star-filled skies in luxury tents with panoramic views and serene surroundings.
- Join local cultural ceremonies or artisan workshops to connect deeply with traditions.
Each journey offers rarity, refinement, and personal connection, turning every holiday into a story you live rather than a place you visit.
