Jasmine Adekunle, the Founder and CEO of Destined to Travel (DTT), is a celebrated luxury travel designer known for crafting transformative travel experiences. With a rich background in executive roles across sectors like finance, oil and gas, and government, Jasmine’s journey into luxury travel stemmed from a passion for exploring the world. In 2020, she launched DTT with a mission to redefine luxury travel as a personally curated experience, blending education, realism, and inclusivity.
Recognised by Forbes Travel Guide, DTT is also committed to inspiring underrepresented groups to find their place in the luxury travel space. In this interview, Jasmine shares her insights into Saudi Arabia as an emerging luxury destination, her vision for enhancing its tourism offering, and the experiences of her clients.
How did Destined to Travel come to be?
My career began in the secretarial and managerial world, working across industries from finance to oil and gas. I developed a knack for delivering high-quality service, constantly meeting the highest expectations of the companies I worked for. Yet, my love for travel and my desire to understand the world beyond stereotypes led me to something more personal: creating Destined to Travel in 2020.
Travel had always been a privilege, and over time, I realised its profound benefits—physical, emotional, mental, and professional. I wanted to share these experiences with others, and thus, DTT was born. Since then, we’ve reached unimaginable heights, with Forbes Travel Guide recognising our contributions to luxury travel. DTT aims to redefine luxury as something vibrant and adaptable, shaped by each traveller’s unique perspective. We’re also here to inspire ethnic minorities, showing that luxury travel is inclusive and accessible to everyone.
Why focus on Saudi Arabia as a travel destination?
Saudi Arabia, despite being the largest country in the Arabian Peninsula, remains shrouded in mystery for many. Since opening its doors to luxury travel in 2019, the Kingdom has revealed its remarkable blend of ancient heritage and modern appeal. From sprawling desert landscapes and dramatic mountain peaks to the cosmopolitan allure of cities like Riyadh and Jeddah, Saudi Arabia offers experiences for every traveller.
The Kingdom boasts a rich tapestry of culture and history, woven over centuries as a mediator of ancient trade routes. Today, it’s a fascinating fusion of old and new. Visitors can explore the contrasts between bustling modern cities and serene natural landscapes like the Edge of the World or the pristine beaches along the Red Sea. Saudi culture is deeply welcoming, with locals eager to share their traditions. Hospitality is part of their identity, seen in ceremonial offerings of coffee and dates that convey warmth and generosity.
Saudi Arabia’s commitment to sustainable development under Vision 2030 is evident in projects like NEOM and Red Sea Global, which aim to position the Kingdom as a global leader in environmentally responsible tourism. There’s a lot of excitement around Saudi’s potential, and I’m thrilled to be part of its journey as it transforms into a premier luxury destination.
What improvements do you feel are still needed in Saudi Arabia’s luxury travel sector?
To be candid, Saudi Arabia has some way to go in building a robust service culture. There is a sense of anticipation around the Kingdom’s ambitious projects, but the commitment to delivering consistently exceptional service is not yet there. Saudi Arabia is new to the luxury travel landscape, and the shift from an oil-dependent economy to a tourism-centred one is a profound transition. There’s an urgency for service refinement, especially if Saudi aims to compete with neighbouring destinations.
Vision 2030 is about being the best, but currently, the service mindset is lagging. While Saudi has the resources, luxury is about more than money—it’s about seamless, thoughtful service. Many luxury clients expect precision and attention to detail, but the Kingdom has yet to fully embrace this. In comparison to other Middle Eastern destinations, Saudi’s approach to blending culture, service, and foresight feels somewhat outdated. Achieving the ambitious goals of Vision 2030 will require a deeper understanding of what luxury travellers expect in terms of service excellence.
What types of clients are you sending to Saudi Arabia?
My clients range widely. Some are curious first-timers keen to explore the Middle East, while others are high-net-worth individuals travelling for business or seeking a short escape. I also organise in-depth, multi-city itineraries for groups who want to immerse themselves in Saudi Arabia’s diverse landscapes, rich heritage, and modern attractions.
What feedback have you received from clients about their experiences in Saudi Arabia?
Clients who visit with an open mind are often pleasantly surprised by Saudi Arabia’s culture, cuisine, and hospitality. They’re impressed by the Kingdom’s efforts to shift perceptions and its desire for global recognition. Many applaud Saudi’s progress, recognising its genuine attempts to change international narratives and showcase a respectful, welcoming culture.
However, some clients remain hesitant, particularly female travellers who have concerns about local rules and cultural expectations. There are also those who feel the luxury sector still lacks the finesse found in places like the UAE. Specific feedback I’ve heard includes frustration over inconsistent service and outdated payment methods in luxury hotels. Some clients noted, “Luxury hotels in Saudi Arabia are still only accepting bank transfers for payments,” and “The level of service just can’t compare to the Emirates.” Others expressed admiration, saying, “I love Saudi Arabia; the people are incredibly hospitable, and the culture is beautiful.” Overall, while Saudi Arabia’s hospitality is appreciated, clients expect a higher standard of service for luxury travel.
Who are your local partners in Saudi Arabia?
I’m fortunate to work closely with esteemed organisations like the Saudi Tourism Authority, Visit Red Sea, and several Forbes Five-Star hotels, including The Ritz-Carlton Riyadh, Four Seasons Kingdom Tower, and Mandarin Oriental Faisal Tower. I also have strong connections with high-level government professionals, which gives me valuable insights into the Kingdom from both a professional and personal perspective. These partnerships enable me to provide my clients with exclusive access and comprehensive experiences that reveal Saudi Arabia’s multifaceted appeal.
Photos – courtesy of Jasmine Adekunle
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