LiNGER is a new luxury travel company specialising in sabbatical trips, family holidays, celebration trips (eg milestone birthdays/anniversaries etc, adventure stag/hen trips, adventure honeymoons. Trips will be tailormade/bespoke targetting a luxury market audience who are sophisticated and discerning and caring for the planet. This is not bling or brash or obvious luxury. The regions covered will be South/North America, Africa, Asia. There is a strong ethical focus and an encouragement of going local, getting involved in community projects for various lengths of time depending on trip length, and marrying this with a luxurious travel experience. Accommodation is focusing on small, individual properties which have a story eg a hotel that supports a local school and has a very strong community presence. This is the concept behind LiNGER. Some ideas that have been bounced around involve writing LiNGER with a small 'i' and then perhaps a simple version of a location pin as the 'dot' of the 'i' or a stylistic hot-air balloon as the dot of the 'i'. It is important that the word LiNGER remains completely clear so there is no hesitation in terms of what the word says. The less-is-more approach is favoured.
In the words of Carl Honoré, author of In Praise of Slow “the slow philosophy is… about seeking to do everything at the right speed. Savouring the hours and minutes rather than just counting them. Doing everything as well as possible, instead of as fast as possible.” Apply that to your travels; linger longer in one place rather than dashing from spot to spot, eat sustainably, regionally and seasonally; take the time to chat, absorb, walk, and explore. It can lead to arguably more enlightening experiences.