Anthony Lassman is the man behind one of the world’s most exclusive consulting brands in the luxury travel sphere – Nota Bene Global. His career began in the luxury real estate sector, but the real passion for discovering exceptional places and experiences led him to create a completely different approach to luxury travel.
Nota Bene Global is not a classic travel agency – it is a top private consulting service for the world’s most sophisticated travelers. The clients of Nota Bene are international ultra-high-net-worth individuals, who are not only looking for a destination, but an experience that changes perspective and leaves an indelible mark.
Headquartered in London, Nota Bene Global offers exclusive, personalized itineraries – from private expeditions to all over the world, to stays in the most discreet luxury villas, yachts, to accessing events and locations inaccessible to the majority. All this is based on years of personal research, built relationships and an almost obsessive commitment to detail.
Exclusively for Bespoke.hr, Anthony reveals what it really means to live and travel at the highest level:
You have designed experiences for some of the most demanding individuals in the world. What originally inspired you to establish Nota Bene Global and how has your philosophy evolved ever since?
My lifelong fascination with discovering, traveling, visiting new places while watching how things are done and what stands out exceptional from the rest. Turning this into a business only happened when, after reading an article in the magazine about the hotel and stated that I did not believe that a journalist could stay there, my wife caused me to do something myself. My previous career was – luxury real estate, so I consulted with a creative agency that made my real estate brochures to come up with an idea for creating the best tourist guide in the world.
I chose between 3 concepts, and I liked the title of Noto Ben, which means “well recorded” – something I’ve done most of my life. The books, which were available only with a subscription, were expensive, but they were subscribed by some very impressive names that loved the content and style of “say everything as it is…” without any compromise on viewpoint and impartiality.
After that, we decided that it would be better to turn publishing into a service model, charging annual fees for designing, booking, curricuising and managing travel for international UHNWs with a budget for the best of the best. We are known for that today.
Luxury travel today relates to access and personalization. How do you define a real luxury in a world that is becoming more automated and homogenized?
Excellent question, especially with so many self-styled experts, influencers, ubiquitous services, etc., as well as social networks and paid content, etc. It all comes down to prudence, knowledge and experience. Travel, as far as I travel and give our team the opportunity to do the same, provide an invaluable insight and experience.
Then it comes to high-level contacts and connections, as well as knowing people around the world who make the difference. It is also a contextualization because there is no “one solution” for everyone. We are making great efforts to get to know each client, his taste and sensibility in terms of destinations, hotels, experiences, restaurant style, etc.
Then their interests – culture, sports, food and wine, exclusive shopping and well-being, etc. to be able to design and create itineraries taking all into account. One must be able to inspire and think outside the box. A real luxury can be more things and luxury should never be afraid of simplicity. It’s always when you enjoy a special time and create a memory. It can be as polarized as hiking in Mongolia versus a yacht cruise through the Aeolian Islands of Sicily. Or spending time with friends and loved ones on a beautiful estate in Tuscany with staff, a top chef and a sommelier versus an expedition to Antarctica, a private flight from Cape Town after world-class safari.
Your insights are in high demand, but discretion remains a key part of your brand. How do you balance between visibility and exclusivity?
If I have taken this issue well, we have to respect the wishes of our clients and some of our ‘sellers’ and contacts at the highest level. Discretion is key, especially when it comes to a relatively small number of high-profile, UHNW clients.
How do you and your team identify destinations, facilities or services that meet Nota Bene standard? Is there a certain destination or trend that makes you instantly excited?
We travel wide and experience everything firsthand. We do field work so our clients can harvest fruits. We are very excited about Siwa in Egypt; Al-Ula in Saudi Arabia; all new that passes the Nota Bene test. Then we look forward to the new design, modern beach clubs, new city hotels and restaurants, everything related to contemporary art and the annual art scene… We like to be in the front rows of the new and ever-changing “best of the best” in the capitals of London, Paris, New York, etc. We hate mediocrity and generic, but we can accept simplicity where there is passion and integrity.
In your opinion, what are the key elements that distinguish truly the exceptional travel experience from the luxury?
A real exception is often when something unexpected happens. It can be an encounter with someone, for example with a world-renowned artist, historian or explorer…
Also, when by private transport, they turn 3 days into a feeling like a week, for example… by… by private plane, boat, helicopter and you can easily translate, regardless of schedule, and feel free to do whatever and whenever the mood requires. Capri on a day cruise with lunch on the beach of the Amalfi coast; late afternoon by helicopter to Naples for MADRE to meet with the main curator, followed by dinner in the city and the next day on Sicily and the islands…
When all this goes flawlessly, combining different experiences and locations, an exception is created. But this could be just as easily an exception on a carefully chosen trip to Japan that goes far beyond what provides a “normal journey.” Once again, it always comes down to special people in special places that help create indelible memories… always supported by the right choice of hotels and gastronomic experiences…
Your clients are often ultra-rich individuals with a demanding lifestyle. What do they want most when you turn to Note Bena Global?
Trust, knowledge, honest advice with impartial opinion and providing superior services.
What do you think of the current state of the luxury travel market and how do you see its development in the next 3-5 years?
The personal service of experienced, sophisticated people who live and breathe luxury in various forms will win everything else. It can’t be repeated by anything else, especially in the highest part of the market.
If you had to recommend an unforgettable experience for someone who is new to a tailor-made travel world, what would it be and why?
I would say that for the summer we come up with either something special in Italy or on the Greek islands, including the best hotels, villas and a great boat for outdoor days or a safari in Botswana in top hotels with top wildlife experts.
In winter, it could be either a chosen journey covered by Chile and ends in Patagonia or Australasia because of the very variety of landscapes, beautiful food and some of the best boutique hotels in the world, especially in New Zealand.
During the transition season (the travel period between the peak and beyond the peak season, usually in spring and autumn) fly privately to one of the most beautiful European cities such as Madrid, Milan, Florence or Paris and see the best of art, shopping, luxury hotels and great restaurants.
Alternatively, choose one of our favorites for an exotic experience like Morocco, Egypt, Indonesia…
You have built a brand that is both very personal and globally relevant. What does “Bespoke” mean on a personal level?
Bespoke can take many shapes…
For example: last year in Colombia, an encounter with one of my favorite contemporary artists in her studio – Olga Amaral, who has nine decades; an invitation to a journey my team has designed for the American philanthropist, who leads a group of hard-won veterans to Paris, Versailles and Normandy, a flight of private planes over the beaches landing on Dan D and to meet with historians and those who remember events from that era. It’s also “dispense.” So the invitation of the owner of the famous Smith-Haut Lafitte winery to picnic lunch on their private island in the middle of the Garonne River in France – there is no need to mention that it included at least one bottle of extraordinary bordeaux wine from their collection.
What continues to delight you about what you are doing and what is next for Nota Bene Global?
What’s exciting me? The discovery, the new, the daily learning of a place and something I haven’t heard of before… That’s what makes me get out of bed so early in the morning and fills my day, keeps my mind awake and alive, makes me feel young and relevant… What does it mean to love what you do?
What Nota Bene Global stands out from the competition is an in-depth level of personalization – each itinerary is created after a detailed conversation with the client, taking into account his interests, lifestyle and aesthetic preferences.
In a world of overflowing “luxury” concierge services and travel influencers, Nota Bene Global remains true to its principle: luxury is a matter of taste, discretion and knowledge. Their service is not massive, it is not advertised, and does not target a wide audience – it exists exclusively for those who know how to recognize the true value of the experience behind the scenes. See more about Nota Bene Global on their official website notabeneglobal.com.
Original article: Bespoke