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Globe7, the invite-only luxury travel advisory founded by Ukrainian-born entrepreneur Daria Guristrimba, has officially launched in London. The debut brings to market an AI-driven, instant-payment model aiming to meet the needs of ultra-high-net-worth travelers who spend at least $500,000 per year on bespoke journeys.
In just six months, the firm has secured exclusive partnerships with brands such as Mandarin Oriental, Rosewood, Dorchester Collection, Accor and The Peninsula Hotels — an unusually fast ramp-up for any new entrant in the luxury advisory space.
The company’s launch positions it at the intersection of two powerful forces reshaping high-end travel: rising demand for hyper-personalized, high-touch experiences and the rapid adoption of next-generation technology behind the scenes.
A New Model: AI-Powered Precision Meets Private-Office Service
The luxury travel sector remains one of the most human-dependent segments of the market, but it is often hindered by fragmented systems, manual workflows and inconsistent personalization. Globe7 aims to solve that by merging advisory expertise with proprietary AI tools and a secure client-preference engine that codifies everything from mattress firmness and room temperature to dietary restrictions and privacy needs.
“Our goal is not only to arrange travel for people, but I see myself as the intermediary between them and the travel world,” Guristrimba told Luxury Travel Advisor in an exclusive interview ahead of the Globe7 launch.
The firm’s system allows any advisor on duty, across time zones and shifts, to instantly pull precise client preferences, cross-referenced with Globe7’s curated database of vetted hotels, destinations, guides and one-of-a-kind experiences. The secure platform is trained directly by Guristrimba using more than a decade of destination scouting, industry networking and on-the-ground research.
The system is also designed to eliminate the operational gaps that can occur when working with UHNW travelers who expect flawless execution — particularly when last-minute changes or high-pressure requests arise.
A Financial Ecosystem Built for Speed, Including Crypto
Globe7 also introduces something rarely seen in luxury travel: instant, secure global payments. Through partnerships with neobanks and next-gen payment platforms, the company can confirm and settle bookings within minutes — an advantage Guristrimba says is increasingly non-negotiable for her clientele.
Crypto is also part of Globe7’s offering, through a bespoke integration with Coinspaid.
The capability has proven effective with Globe7’s growing segment of “new creative billionaires,” entrepreneurs and crypto investors. The company’s turnover has already hit “tens of millions,” tripling its first-year projections, Guristrimba said.
Elite Partners Praise Globe7’s Early Impact
The firm’s rapid rise has drawn support from senior leaders at top luxury hotel groups.
Dominik Trimborn — Mandarin Oriental's vice president of global sales for Europe, the UK, Russia and CIS — called the partnership “a remarkable step forward,” adding that Globe7 mirrors the brand’s own ethos: “What distinguishes Globe7 is not only their flawless guest service, but also the way they mirror our own ethos, operating with agility, insight, and genuine care at every stage of the journey.”
Accor’s global chief sales officer for luxury and lifestyle, Pascal Visintainer, said the hotel group “was very happy to have been amongst the very first to support the creation of Globe7,” noting that the partnership is “very valuable” and poised to grow.
Guristrimba attributes that momentum to long-standing relationships and a demonstrated track record.
“I went to mostly vice presidents of all these chains," she said. "I told them: 'Give me half a year, I will show you results.'”
Client Demand: More Expeditions, More Privacy, More Meaning
Globe7’s clients, ranging from multi-generational wealth to newly minted tech entrepreneurs, are increasingly seeking journeys that go beyond marquee destinations. The firm is organizing private island takeovers, remote Africa expeditions, bespoke Galapagos voyages and beyond.
“After Covid, and especially after the war in Ukraine, people understand that life is short,” Guristrimba said. “So they are traveling more to remote destinations, and they are seeking the best experiences. It’s not about the hotels; it’s about the experiences.”
Guristrimba increasingly steers clients toward trips that broaden their comfort zone. A recent example: redirecting a 60th-birthday party from an expected Dubai celebration to a Tanzania safari-plus-Zanzibar adventure that became their “best trip” ever, according to the group.
Globe7’s operational model functions like a private office. Independent advisors serve as relationship managers, but all logistics flow through a centralized, NDA-bound operations team.
A recent win includes constructing an extra ringside row for a sold-out boxing match in London.
“Nothing is impossible,” Guristrimba said.
Looking Ahead
Guristrimba says she avoids definitive five-year plans — something she abandoned after the pandemic and war in Ukraine. Instead, she focuses on delivering exceptional service in the present.
“I don’t have limits,” she said. “I’m just doing what I can do in the best way, and I’m lucky to be surrounded by great people.”
What she does want, however, is a higher bar for the broader luxury advisory sector.
“I want advisors to be more,” she said. “But our team — I can guarantee that everything will be done at the highest level.”
As the global luxury travel market, now valued at over $1.4 trillion, continues expanding at an estimated 8% annually, Globe7 aims to capture the segment of UHNW travelers seeking a mix of human expertise, boundary-pushing experiences and next-generation technology.
“Success is not about numbers," Guristrimba said. "It’s about how many lives were changed after the trip.”
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