S.R. Travel to Join Direct Travel Luxe

The Golden Gate in Bridge San Francisco
S.R. Travel has served the San Francisco Bay Area for over 45 years. // Photo by SpVVK/iStock/Getty Images Plus/Getty Images

Direct Travel, a travel management company in North America, is rebranding the leisure travel division of its San Francisco acquisition, S.R. Travel, under its existing Direct Travel Luxe brand.

S.R. Travel has worked in travel management in the Bay Area for the last 45 years, serving Fortune 500 corporations, mid-sized companies, and VIP travelers. Acquired earlier this year, S.R.'s leisure travel division fits the scope and format of Direct Travel's luxury brand, Direct Travel Luxe, Direct Travel said.

"The reputation of S.R.'s luxury travel team was one more reason Direct was interested in making S.R. part of its West Coast operation. The team's expertise, industry relationships and well-known high touch service delivery was a natural fit for Direct," said Helen Laughlan Leon, president of Direct Travel's Western Region, in a written release.


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Direct Travel Luxe is by referral-only and is made up of a team of expert travel advisors who personalize and hand-design itineraries for discerning travelers. The service goes beyond standard concierge programs, providing clients with curated experiences such as a Grand Cru tasting at a private chateau in Bordeaux, behind the scenes at a Milano fashion house, and private ballet lessons with the Opéra National de Paris, Direct Travel said.

Direct Travel Luxe kicked off a series of private events for current and prospective clients this week at the Four Seasons in San Francisco, with additional events in New York and London in 2018.

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