Curiosity and $2,500: Inside the New PRIOR Travelers’ Club
PRIOR offers a fresh, community-driven approach to travel planning, connecting members to curated experiences for a $2,500 fee.
Curiosity and $2,500: The Gateway to PRIOR, a New Era of Travelers’ Club
If you’re the kind of traveler who seeks unique and immersive experiences over luxury’s obvious trappings, PRIOR may be the club for you. Launched by David Prior, a former editor known in travel circles for his global outlook and editorial storytelling, PRIOR sets its sights on a bold new way to experience the world.
Unlike traditional travel clubs gripped by exclusivity and status, PRIOR focuses on curiosity, diversity, and access. With a $2,500 annual membership fee as the threshold, anyone with a zest for exploration is invited to join a growing community of globally minded individuals eager to connect over extraordinary destinations, events, and stories.
The Vision Behind PRIOR: An Explorers Club Redefined
PRIOR is the brainchild of David Prior, whose career spans stints as a contributing international editor at Condé Nast Traveler and collaborations with celebrated figures in food and travel. PRIOR is designed to break the mold set by plush amenities and instead focus on meaningful, immersive experiences.
- Memberships are open to those who want to “travel for diversity”—who aren’t content with the familiar and crave perspectives different from their own.
- The application process values curiosity and a willingness to collaborate on journey design.
- The experience is about weaving adventure and cultural enrichment into each itinerary, rather than simply checking off luxury or convenience.
Origins: From a Photographic Journey to a Worldwide Club
PRIOR’s pilot trip in India in 2017 set the tone for its philosophy. With participants like acclaimed travel photographers Gentl and Hyers, and Alice Waters—the legendary chef—Prior assembled a group for whom travel meant engagement and story. The success of this trip, amplified on social media, caught the attention of influential backers such as Marc Blazer, chairman of Noma’s parent company.
What Sets PRIOR Apart from Other Travel Clubs?
- Bespoke Travel Planning: Members receive unlimited access to travel planners whose backgrounds span fashion, arts, design, and sports—ensuring a distinct editorial approach.
- Collaboration Over Convenience: Rather than choosing from preset itineraries, travelers work with experts to craft trips from the ground up, based on interests, current events, and insider access.
- Global Gatherings: Membership includes invitations to talks, dinners, workshops, and cultural events held around the world, fostering genuine global connections.
- Small-Group Exclusive Trips: Select journeys are reserved for members, such as a May 2019 retreat at the Italian country home of chef Massimo Bottura, where the group enjoys private meals and coveted reservations.
Membership: How to Join and What’s Required
| Requirement | Details |
|---|---|
| Annual Fee | $2,500 per calendar year |
| Application Criteria | Demonstrated curiosity; preference for diversity in travel |
| Exclusivity | Open to all backgrounds, no travel minimums or referrals required |
| Benefits | Bespoke planning, global events, small-group trips, editorial content |
PRIOR’s Team: The Curators Behind the Curtain
What distinguishes PRIOR’s service is not just access, but perspective. The team comprises experts from across industries, including fashion, arts, design, and even Olympic-level sports.
- Each planner acts like an experience designer, bringing distinct insights and connections.
- The approach is editorial, collaborative, and tailored to each member’s interests and travel history.
- Trips are organized as “prescriptions”—custom-designed journeys responding to a member’s appetite for discovery rather than a simple destination request.
The PRIOR Experience: Signature Trips and Events
From exclusive access to the world’s top restaurants to immersive workshops and behind-the-scenes tours, PRIOR members gain opportunities that aren’t available through standard luxury travel agencies.
- PRIOR Journeys: Invitations to rare and expertly curated adventures, often in partnership with celebrated chefs, artists, and thought leaders.
- Insider Access: Secure reservations at iconic restaurants like Osteria Francescana, private cooking sessions with acclaimed chefs, and stays at estates before their public opening.
- Cultural Intelligence: PRIOR provides guidance for travelers motivated by curiosity, helping them see new perspectives and engage meaningfully with destinations.
Who Is PRIOR For?
Unlike legacy travel clubs that center on status, PRIOR is targeted to those who:
- Crave deep, immersive travel experiences over luxury alone
- Value cultural diversity and nuanced perspectives
- Want access to insider knowledge, not just high-end amenities
- Prefer collaborative, editorial-driven trip planning
- Seek authentic connections with communities and leaders worldwide
The Editorial Approach to Experience Design
PRIOR sees travel as storytelling. The planning process involves:
- Initial consultations to discuss preferences, curiosities, and past experiences
- Curators suggest ideas inspired by their own expertise and network
- Members and planners collaborate to construct itineraries, including exclusive events and off-the-beaten-path activities
This ensures each journey is distinctive and genuinely reflective of the traveler’s interests.
Case Study: PRIOR’s Italian Retreat
A shining example of the club’s ethos is the spring journey at chef Massimo Bottura’s country home in Modena, Italy. Members not only stay at the newly restored estate prior to its public opening, but also enjoy:
- Intimate cooking sessions and dinner prepared by Bottura
- Reservations at Osteria Francescana—the World’s Best Restaurant, 2018
- Opportunities to interact with culinary innovators and local producers
How PRIOR Differs From Traditional Travel Agencies
| Feature | PRIOR | Traditional Agencies |
|---|---|---|
| Membership Fee | $2,500/year | None (commission-based) |
| Customization | Highly bespoke, editorially driven plans | Mostly standard itineraries with upgrades |
| Access | Global, exclusive events and trips | Bookings at available properties |
| Community | Networking dinners, workshops, talks | No community focus |
| Team Expertise | Diverse backgrounds beyond travel | Travel agents only |
Membership Benefits in Detail
- Unlimited travel planning: Members can request as many bespoke trips as desired within the year.
- Editorial storytelling: Each journey has a narrative approach, designed for engagement and discovery.
- Global access: Invitations to local and international events exclusive to PRIOR.
- Network: Interaction with thought leaders, chefs, photographers, and creative experts.
Frequently Asked Questions (FAQs)
Who can join PRIOR?
Anyone passionate about travel, culture, and diversity is encouraged to apply. There’s no requirement for referrals or minimum travel experience.
What’s included with the $2,500 membership fee?
The fee grants unlimited travel-planning services, access to exclusive journeys, priority invitations to talks and workshops, and editorial content.
How do PRIOR’s trips differ from luxury agencies?
PRIOR focuses on immersive, narrative-driven experiences designed in collaboration with members, often including events and access not available elsewhere.
Do I have to book a certain number of trips?
No, there are no travel minimums. Your membership provides unlimited consultation and planning.
Is PRIOR right for me if I seek traditional luxury hotels and amenities?
PRIOR offers luxury in the form of access, exclusivity, and personalized service. If you’re seeking only the best thread counts or infinity pools, you may find other agencies a better fit. However, if you prize immersive experiences, insider stories, and cultural engagement, PRIOR is designed for you.
Joining PRIOR: Application and Onboarding Process
- Submit Application: Fill out an interest form online, expressing your curiosity and travel aspirations.
- Review: The PRIOR team reviews applications for diversity of perspective and demonstrated curiosity.
- Welcome Interview: Approved members are typically invited for a short welcome interview or orientation.
- Start Planning: Once onboarded, members enjoy unrestricted access to planners, events, and editorial content.
Community and Culture: Global Gatherings
PRIOR isn’t just about the destinations but about the people you meet and the stories you create along the way. Club gatherings—including dinners, thematic talks, and regional workshops—are curated to foster networking, learning, and genuine connection among members.
Key Features of PRIOR Community:
- Small-group journeys, often led by experts in food, art, and culture
- Exclusive events held in international cities and remote locations
- Collaborative workshops and editorial storytelling sessions
- Integrated online content featuring travel stories, interviews, and video dispatches
Editorial Point of View: Why Story Matters
By treating trip planning as editorial content, PRIOR brings a richer dimension to travel, helping members navigate the intersection of destination, narrative, and cultural values.
- The focus is always on transformative experiences that inspire and inform
- Members are invited to collaborate as storytellers, not just consumers of travel
Final Thoughts: Is PRIOR Worth the Membership?
For those driven by curiosity, yearning for authentic international connections, and eager to be part of a like-minded community, PRIOR delivers value far beyond conventional luxury travel clubs. The $2,500 fee is not a barrier but an invitation—to access places, people, and perspectives few have known.
- Unlimited, personalized planning opens worlds beyond the obvious
- Editorial guidance ensures each trip is memorable and impactful
- Global events build bonds, spark inspiration, and fuel future journeys
PRIOR Travelers’ Club FAQs
Q: Can anyone apply, or is PRIOR invitation-only?
A: PRIOR is open to all who share a curiosity for immersive travel, regardless of background.
Q: How is PRIOR different from a travel agency?
A: The club uses an editorial, collaborative model for planning, providing story-driven itineraries that connect members with culture and community beyond just accommodations.
Q: Can members take more than one trip per year?
A: Yes, members enjoy unlimited access to planning and can take multiple bespoke journeys annually.
Q: Does the fee cover trip expenses?
A: The annual fee covers membership, planning, and event access; travel expenses (flights, hotels, event costs) are typically additional.
