Niquesa Travel launches this month with trips under 12 genres based on feelings such as “celebrate”, “learn”, “indulge”, “play”, “connect” and “dare”.

Managing director Mark Allvey said: “It’s becoming increasingly clear that for the world’s affluent traveller, it’s not about the destination as such, it’s about the aim of the holiday.

“On at least one of their trips each year, they want to do something really fulfilling, and possibly even challenging. Niquesa Travel will also be about access to the ‘black book’ of all our team, built over many years.”

Allvey has spent 30 years in the luxury hotel sector including working with One&Only, Rocco Forte and Oberoi Hotels and Resorts. Joining Allvey in the business are product director Mark Beken – who has a background with operators such as Cox & Kings, Scott Dunn and Exsus – and business development manager William Bayliss.

“Will is on the road now, seeking out agents to work with. We see the trade as an important part of our strategy,” Allvey said.

Also on the team will be another product manager, two “PAs” who will build client profiles, a travel planner and operations director Rosamund King, former director and head of events with Bellini Travel.

Among the trips will be Play: Harleys & Havanas, which includes a journey around Miami’s best nightspots by boat, travelling on Harley Davidsons to Key West, crossing the Florida Straits in cigarette boats to Havana, a stay at the new Kempinski Manzana, a tour of Havana’s crumbling mansions with a Cuban architect, and sparring with an ex-Olympic boxing champion at La Vigia. The eight-day trip to Florida and Cuba will cost from £14,000 per person, based on six people travelling.

“We feel there is a demand – and a need – for this kind of travel. Everything we do is elevated and highly immersive,” said Beken. “Much of what we plan to offer simply hasn’t been done before, especially Cuba.”

Allvey said client interest would also be generated via PR and media activity, joint events and affinity campaigns with luxury and wealth management brands and digital marketing.