“After years in business, what you come to value most is time. How to protect it. How to spend it well. How to ensure that when you do take a moment for yourself, it gives you something real in return.

Platinum was born out of that principle, to offer something that feels effortless but considered. A way to experience the very best of the UK, not as an outsider, but as a guest. What we create isn’t sold. It’s curated. Quietly, precisely, and always with a clear sense of who it’s for.

Luxury travel in the UK is evolving. Travellers are seeking more than indulgence, they want meaning, originality, privacy. They want experiences that blend fine hotels with real connection, private access with personal freedom. From discreet service to extraordinary moments. A private concert, a closed-door tour, a coastline with no one else on it. The expectations have shifted. Platinum exists to meet that shift.

Every journey is built from a blend of carefully chosen elements. Some moments are high in energy - city life, culture, landmark places. Others are quieter - slow mornings in a countryside spa, a pub lunch in a village that doesn’t appear on any map. Some are for adventure. Others for restoration. And between them, the road connects it all - scenic, seamless, and deeply satisfying to drive.

This is how we work. By invitation, by instinct, and always with respect for the value of our guests’ time. What we offer isn’t just an experience, it’s a considered composition. One that shows the UK in its best light, with every detail precisely where it should be.

I look forward to welcoming you to Platinum.”

— William