Elite Traveler has unveiled a total transformation under Ascend Media Management, marking a bold new era for the world’s leading ultra-luxury lifestyle platform. The relaunch includes a complete redesign of its website and magazine, new editorial leadership, and the introduction of Orbit, Ascend’s groundbreaking AI-driven audience targeting platform.
Elite Traveler’s evolution has been driven by Chief Brand Officer Ella Danson and newly appointed Editor-in-Chief Paul Croughton, one of luxury media’s most established and highly regarded editors. Together, and alongside a wider team, they have transformed Elite Traveler in 2025 across print and digital.
The reimagined EliteTraveler.com delivers a faster, more intuitive experience with cleaner design, improved navigation and richer visual storytelling, complementing the brand’s long-form, service-led content. In print, the magazine debuts a full redesign on premium paper stock, supported by a 50% increase in circulation across private jets, elite terminals and five-star hotels worldwide.
Orbit, Ascend Media’s proprietary AI-driven audience platform, sits at the centre of Elite Traveler’s new commercial strategy. Built to help luxury brands reach clearly defined ultra-high-net-worth audiences across Elite Traveler and the wider Ascend ecosystem, it enables more precise planning, activation and measurement of campaigns. Orbit is one of a series of AI-led innovations being introduced to strengthen Elite Traveler’s position in the luxury media market.
The relaunch also introduces a new generation of contributors, including Alice Lascelles (Financial Times drinks columnist), Godfrey Deeney (Global Editor-In-Chief, Fashion Network), and Anna Murphy (The Times Fashion Director), alongside a curated roster of world-leading experts spanning travel, dining, fashion, property and private aviation.
“This is a complete reimagining of what a luxury media brand can be,” said Sam Hall, Ascend Media. “Elite Traveler now unites world-class journalism with intelligent technology, redefining how luxury brands connect with the world’s most influential audience. It represents exactly what Ascend Media stands for: elevating iconic brands through innovation, intelligence and excellence.”
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