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About Us

Our Story

The travels, the people and the principles behind The Diamond Lifestyle Travel Co.

Why We Started

Every great journey begins somewhere. Ours began with a passion for travel, a belief that exceptional service should always come first and a vision to create a luxury travel company built around people rather than bookings.

Meet the Founder

Where it all began

At nineteen, Alfie set off on a journey through Southeast Asia that lasted three and a half months. It was the kind of trip that changes how you see the world, and for Alfie, it changed how he understood travel itself.

Moving through new places without a fixed plan taught him how much local knowledge, personal service and carefully considered experiences shape a journey. The moments that stayed with him rarely came from what was booked in advance. They came from people who knew a place well, and cared enough to share it properly.

That experience became the starting point for The Diamond Lifestyle Travel Co. Alfie set out to build a company that could offer clients the confidence, excitement and freedom that travel makes possible, while taking away the stress and complexity that so often comes with it.

“Every journey should feel effortless, personal and unforgettable.”

The Founders

Two people, one standard

Alfie Soni, smiling, in a light check blazer and dark shirt in a warmly lit bar

Founder

Alfie Soni

Alfie founded The Diamond Lifestyle Travel Co. after his journey through Southeast Asia, with a belief that exceptional service should always come first — building a business around people rather than bookings.

  • Founding vision
  • Personal service
  • Client relationships
Leo Symes, in a black polo shirt, seated at a table beside floor-to-ceiling windows

Co-Founder

Leo Symes

Leo is an integral part of the company and its commitment to delivering personalised service. His role includes luxury hotels, villas, yacht charters, concierge services and bespoke travel experiences, with a focus on trusted relationships and attention to detail.

  • Luxury hotels
  • Villas
  • Yacht charters
  • Concierge
  • Bespoke experiences

What Guides Us

Our Values

  • Personal Service
  • Trust
  • Excellence
  • Attention to Detail
  • Bespoke Travel
  • Global Expertise

Working Together

What to expect

Every journey begins with a conversation. We listen first, take time to understand what you're looking for, recommend options that suit you and stay on hand before, during and after the trip.

  1. Discover

    Every journey begins with understanding your plans, preferences and expectations.

  2. Curate

    Recommendations are designed around you using trusted hotels, experiences and services.

  3. Experience

    Travel with confidence, knowing every detail has been thoughtfully arranged and support is available.

  4. Return

    The relationship continues after you arrive home, ready for the next journey.

Exceptional travel is never defined by a destination alone. It is defined by the people you travel with, the moments you remember and the confidence that every detail has been thoughtfully taken care of.

Let's Plan Something Exceptional

Whether it's your next holiday, a special occasion or a travel partner for the long term, we'd love to hear from you.