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Brief Published: 19 Jun 2020

Black Tomato Elevates the Road Trip

Extra
Black Tomato

Road trips look set to be the post-pandemic holiday of choice, with 44% of global consumers saying they’re more likely to hit the road this year (TripAdvisor, June 2020). UK travel operator Black Tomato has launched a new roster of luxe US options for 2020 – an enticing offer for travellers with cash to splash.

The Take to the Open Road series, created with US high-end hotel brand Auberge Resorts Collection and Mercedes-Benz USA, turns the traditional DIY budget road-trip format on its head – serving up premium hotel stays and experiences at each locale en route.

Its four itineraries include a seven-day sojourn around New England, with activities ranging from a private seaplane tour of Acadia National Park, to a fishing experience with a local lobster fisherman. The brand has also curated trips in Colorado and Utah, where guests will meet local artists, take a private plane sightseeing tour over Aspen, and stay at a pop-up luxury glampsite inside the Arches National Park (via Black Tomato’s luxury Blink offering – see Travel for the Agile Elite), as well as two wine-tasting itineraries in California.

The trips cost $4,999 to $6,250, including all accommodation, experiences, breakfasts and a loaned Mercedes-Benz for the duration of the trip, available to collect in LA, San Francisco or New York.

It’s an exciting proposition for travellers who’d already allotted funds for elaborate or overseas holidays and are now looking to reallocate them towards a domestic adventure. According to Craig Reid, president and chief executive of Auberge Resorts Collections, the trips are already proving popular with families with kids who are no longer able to attend summer camp this year.

He told CNN Traveller: “Families want to go on trips that are dynamic, interesting, educational, and that will keep their children engaged.” Read Digital Summer Camps for US Kids in Quarantine for more on how US parents are hoping to keep their children occupied this summer.

For more on how travellers will be touring domestically in 2020, read Reimagining the Staycation and our upcoming report, Soft Tourism: Travel’s Immediate Lifeline.

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