Voyage, a new subscription-based luxury travel platform and magazine, launched earlier this month. Published by Sienna Charles Travel, an elite travel agency catering to celebrities and executives, Voyage offers subscribers two seasonal issues of Voyage Magazine, a summer newspaper and biweekly digital newsletters. For $750 a year, subscribers will also receive a custom-designed destination guide for the location of their choice and invitations to exclusive Voyage-branded events.
The ad-free magazine’s editorial content will include niche-based lifestyle trends, emerging destinations and personally-vetted luxury resorts, spas and restaurants, curated by Jaclyn Sienna India, the founder of Sienna Charles. India has traveled to more than 80 countries and spends more than 200 days a year traveling to the destinations she recommends to clients. The magazine’s target audience is “affluent travelers and ultra-high net worth individuals.”
“Voyage was developed as an outlet to share the wealth of content I gather during my many travels throughout the year for those seeking authentic, exclusive experiences around the world,” said India in a November 8 news release. “In a world where social media and advertisements celebrate photogenic moments over true luxury, I only write about destinations and properties I have personally traveled to and vetted, so members can rest assured everything included in the editorial meets a high standard of service, luxury and overall experience.”
According to the news release, the magazine’s only mission is “to inform readers accurately and honestly from a refined taste level unmatched in the industry.” The inaugural issue will focus on exclusive travel experiences in Shanghai, Israel, Mexico City, Portugal, New York City and Los Angeles.
“Throughout the magazine and digital offering, members are exposed to the subtle nuances of the included destinations and properties as they are personally vetted by India,” said the news release.
“We pride ourselves in bringing you unbiased accounts of our experiences, from a refined taste level unmatched in the industry. We are not driven by advertisers. Thus, our only mission is to inform our readers accurately,” states the Voyage Magazine website. “We want you to get lost in the beauty of Voyage, to see the world open up to you when you know just where to go.”
Called a “super travel agent” by Forbes in 2017, India and her agency plan exclusive travel experiences for individuals and groups who think nothing of spending $500,000 or more on a trip. Among her incredible trips are a 2015 trip to Ethiopia for former President George W. Bush.
Though there are some much-loved travel magazines on the market – Conde Nast Traveler, Afar, Travel + Leisure and Luxury Travel Advisor – it seems that none cater to the market that India and Voyage Magazine intend to reach.
In a time where print magazines are consolidating, trimming size and reducing the number of issues, it is interesting to see how and why new magazines launch. In this case, however, Voyage Magazine is going after a niche market of affluent travelers who can easily afford a $750 annual subscription. Considering India’s personal client base, this does not seem to be a risky move. The destinations in the magazine are carefully curated and personally vetted, so India is likely to grow her travel business as subscribers learn of destinations they didn’t know about. The exclusive events are an added bonus that is sure to attract India’s target audience as well.