Superior comfort, peace, privacy, and a personal touch. These are the qualities we have come to treasure in our era of automation and anonymity. This is especially true in situations where we long for rest and relaxation, when we need to slow down and fully absorb the offline world around us. In this interview, Lenka Horáková of the newly launched VELLARIA Premium Travel shares her insights into what defines high-quality service and how contemporary attitudes toward free time and travel are shifting.
Vellaria is new to the market, but you have quite extensive experience in the tourism sector. Is Vellaria a response to the changes in this sector?
To some degree, yes. The aviation and travel sectors have undergone a major transformation lately. We currently see a polarised market with budget airlines at one end and exclusive private services at the other, leaving a significant gap in between. Furthermore, as travel moves toward automated platforms, genuine human support is often sacrificed. However, there is also growing interest in authentic experiences, the more efficient use of time, and care for health and wellbeing – the very foundations of our VITALITY concept. By leveraging our background in private aviation, we are introducing premium products and carriers to the Czech market. Our aim is to restore quality, a personal approach and the certainty that, if necessary, the client has someone to turn to.
So how have travel and client preferences changed over, say, the last ten years?
Clients travel more frequently today, but for shorter periods, and they choose their trips based much more on the experiences they will have than on the destinations themselves. There is also a growing emphasis on comfort, making the most of one’s time, and a healthy lifestyle. Although they can find most information online themselves these days, they increasingly value experience, trusted contacts, and an approach that opens doors to places and experiences they would not normally have access to.
So you focus more on boutique services. What does that mean in your view?
We offer quality over quantity. Our aim is not just to sell a holiday, but to create journeys and experiences that have atmosphere, run smoothly, and leave a lasting impression. In addition to custom itineraries, our expertise extends to longevity and wellbeing concepts, semi-private jet travel, and exclusive experiential ventures.
Our portfolio includes curated small-group world tours and private restorative retreats. Furthermore, we have established a premier partnership for Greek yacht charters, including cruises between the smaller islands. The offering will also include experiential regattas and team-building concepts for companies and private groups. For the upcoming winter season, we have also secured a new direct flight from Prague to Bolzano, allowing our clients to reach the heart of the Dolomites quickly and comfortably, including the option to travel with ski bags.
Who are your clients and what do they prioritise when choosing their trips?
Our clients are usually very busy and do not have time to organise and plan their trips. Free time is a luxury for them, so they see travel as a way to relax properly whilst gaining new experiences. However, peace of mind, discretion and a sense of security are just as important to them.
They are mostly businesspeople, managers, couples or small groups of friends who require a higher level of comfort, privacy, and a personalised approach. They are looking for trips that offer something they would find difficult to arrange on their own. This is precisely where we see our role.
Overtourism affects all tourist destinations. What do you have to offer those who want to avoid it?
We are deeply committed to this philosophy. It is why we focus exclusively on boutique hotels, wellness sanctuaries, and atmospheric locations that remain hidden from the masses. We intentionally steer clear of mass-market destinations. Our offerings prioritise tranquillity, nature, and genuine local immersion, recognising that for many modern clients, the ultimate luxury is defined by space, silence, and the opportunity to slow down.
As part of the PURPOSIA Group, which is primarily known for construction and real estate development, this represents a major shift in focus. What was the rationale behind moving into an entirely different field, and what are your main objectives for this venture?
Although they appear to be different, property development and hospitality actually share the same foundations: trust, quality, a long-term vision, and meticulous attention to detail. We view this as a logical expansion into a high-potential sector that aligns perfectly with our core values and personal passions.
