Pure Destinations is a Birmingham-based luxury travel agency founded in 1987, with more than three decades of expertise in crafting tailor-made holidays for discerning travellers. The company holds ATOL protection (ATOL 2866) and has twice been voted Best Luxury Holiday Company at the British Travel Awards, in 2018 and 2019. With two physical stores in Birmingham and a team of dedicated holiday specialists, Pure Destinations builds personalised itineraries across nine global regions, from the Indian Ocean to the Caribbean and beyond. Their philosophy is simple: no two holidays should be alike, and every trip should be shaped around the traveller.
Pure Destinations designs holidays around the people taking them rather than off-the-shelf packages. Whether the brief is a multi-generational family holiday, a romantic escape for two, a honeymoon, a milestone anniversary, or a special celebration, their specialists build each itinerary from scratch. Multi-centre holidays combining two or more destinations – such as Dubai with the Maldives, or Thailand with a Mauritius beach stay – are a particular speciality. The team draws on long-standing relationships with premium hotel partners to secure complimentary extras including room upgrades, private dinners, and spa treatments that are not available through general booking channels.
Pure Destinations covers a carefully curated portfolio spanning some of the world's most sought-after luxury destinations. Their Indian Ocean programme includes Mauritius and the Maldives, while the Middle East offering centres on Dubai. Further afield, clients travel to Mexico, Thailand, the Seychelles, and destinations across Africa, Asia, the Caribbean, Europe, and North America. Safari holidays and cruise packages sit alongside beach and city-break options, giving travellers a wide range of experiences under one specialist roof. As a Kuoni specialist partner agent, Pure Destinations has access to exclusive packages and benefits at a range of five-star properties worldwide.
Pure Destinations has received sustained recognition from both the trade and the travelling public. Key awards include:
All bookings are ATOL protected, giving travellers financial security when booking flight-inclusive packages.
Yes. As of 2026 Pure Destinations continues to operate as a luxury travel agency, with two stores in Birmingham and an active website at puredestinations.co.uk. The company has traded since 1987 and remains one of the UK's recognised independent luxury travel specialists.
Pure Destinations holds ATOL protection under ATOL number 2866. ATOL cover applies to flight-inclusive holiday packages, meaning customers are protected if the company were unable to fulfil a booking. Prospective travellers should confirm current protection details directly with the company.
The company covers luxury destinations across nine global regions. Popular choices include the Maldives, Mauritius, Dubai, the Seychelles, Thailand, Mexico, and the Caribbean, with safari holidays in Africa and cruise itineraries also available. They also build European city breaks and escorted tours worldwide.
Family holidays are one of Pure Destinations' core specialisms. Their specialists select resorts with strong family facilities and can build multi-generational itineraries that balance adult relaxation with activities for children. Multi-centre family routes combining beach and city or safari and beach are available on request.
Tailor-made packages typically include flights, accommodation, and transfers, with the itinerary built to the traveller's brief. As a specialist partner agent, Pure Destinations can often add complimentary enhancements at partner hotels – such as upgrades, private dinners, or spa credits – at no extra cost. Each booking is handled by a dedicated personal holiday specialist.
Yes. Pure Destinations has been recognised at the British Travel Awards (winning Best Luxury Holiday Company in both 2018 and 2019), the TTG Luxury Travel Awards (Luxury Travel Agency of the Year 2018), and the Travel2 GMT2 Awards (Simply Luxury Agency of the Year for four consecutive years up to 2019).
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