Luxury Explorer

Luxury Explorer

brand and digital case study

The world atlas of luxury travel

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A luxury brand experience for a digital travel business


Luxury Explorer seeks out and personally reviews the world’s finest 5-star hotels and luxury villas, to bring inspiration and expert guidance to luxury travellers around the world.

As a start-up, in 2005, the business needed a name, proposition and website.


Nucleus created the name ‘Luxury Explorer’, the proposition ‘The World Atlas of Luxury Travel’, protected the names with trade marks worldwide, then created the brand identity and website. Ten years later, with the launch of a new website in 2015, also by Nucleus, LE’s unique content, comprising personal reviews and recommendations for all the hotels in the collection, is brought to life for discerning 5-star travellers in a mobile world.

With online booking directly integrated with many of the hotels’ own systems, best rates are guaranteed and a concierge team is available to make recommendations or handle more complex itineraries and villa bookings.

Luxury Explorer’s plans include launching its own digital wallet, which will enable luxury travel gifting and loyalty for all its hotels and villas.


The early launch results in October 2015 show average dwell times of more than 5 minutes, low bounce rates and average users viewing 5 pages per session – well ahead of most competitors and hotel websites. Luxury villas in Italy have been particularly popular, as have the luxury hotel video guides that attract thousands of views.