Pioneering Luxury Travel in Poland
Interview with Diana Carter, CEO of LTM LUXURY TRAVEL MANAGEMENT SP. Z O. O
When LTM Luxury Travel began offering high-end travel experiences in Poland in 2003 – just one year before the country joined the European Union – the market was far from ready. Two decades later, as Poland has emerged as a major economic force, the company has guided thousands of clients on extraordinary journeys, from African safaris to once-in-a-lifetime trips to the edge of space. In an interview with European Business, Founder and CEO Diana Carter reflects on the company’s early challenges and its enduring commitment to exceptional customer experiences.
European Business: Ms. Carter, LTM Luxury Travel started offering luxury travel experiences in Poland in 2003. What made you believe the market was ready at the time?
Diana Carter: In reality, the market wasn’t ready – but my sister, who co-founded the company with me, and I believed it was better to be too early than too late. I was 29 at the time, and as we say in Poland, ‘youth has wings.’ Failure simply wasn’t an option for us. In the early years, we incurred significant losses. But the market potential grew rapidly. When Poland joined the European Union in 2004, infrastructure improved, the economy began to take off, and many entrepreneurs became significantly wealthier. That said, it was still challenging to convince clients that paying $1,000 per night instead of $200 for an all-inclusive package was worth it – as long as the experience would be truly unforgettable. Naturally, this journey has not been without its challenges. The Global Financial Crisis triggered a sharp downturn in our business, as did the COVID-19 pandemic more than a decade later. Other events – such as the Ebola outbreak in West Africa and the 2010 eruption of Eyjafjallajökull – also disrupted key destinations, requiring us to respond quickly and adapt with agility.
European Business: How did you manage to convince your clients that their trips with LTM would be worth their money?
Diana Carter: That required a great deal of research and persistence. Our Carter Luxury Travel Brochure, which we still publish today, was a key entry point into the market. Producing it was not easy. In some cases, we traveled to destinations such as Lake Como to photograph luxury hotels ourselves, because the materials they provided us with did not meet our standards. At the same time, those efforts helped us build close, lasting relationships with our partners – relationships we continue to rely on to this day.
European Business: In spite of the rise of social media, your printed brochure remains a core marketing tool.
Diana Carter: We do offer digital and messaging-based versions, but the printed brochure remains very important to us. We often send it to clients along with a bottle of wine, premium chocolates, or French cosmetics to inspire their next journey. In addition to the brochure, we collaborate closely with the Polish edition of Forbes and participate in high-end events with luxury car brands and banks whose customer base closely aligns with ours.
Many of our clients travel with us five times a year or even more often, and some have been with us for decades. Over more than 20 years in business, only one lawsuit was ever filed against us – despite serving thousands of customers. I believe that speaks to the level of trust and satisfaction we have built.
European Business: How do younger travelers differ from those of older generations?
Diana Carter: Our clients range from their twenties to well into their eighties. The differences we see are more generational than age-based. Twenty years ago, even many affluent entrepreneurs in Poland did not speak any foreign languages, which made international travel less comfortable. That is no longer the case for younger generations. Many of them have also accumulated wealth earlier in life – whether as professional athletes, social media personalities, or technology entrepreneurs – and they are more willing to spend it sooner.
European Business: What changes is your company undergoing today?
Diana Carter: We are currently investing heavily in our IT systems to further streamline our processes. At the same time, we continue to rely on our dedicated team, whose commitment has steadily elevated our service standards over the past two decades. As for our offerings, they already span an extraordinary range of experiences from private events such as opening the New York Stock Exchange, to flights into the stratosphere, to immersive journeys in Mongolia where guests can stay in traditional yurts, or exclusive after-hours visits to the Vatican.
European Business: Are there destinations you personally favor?
Diana Carter: I have always had a deep affinity for Africa. I fell in love with its deserts on my very first cruise, years before founding our company. I am also passionate about luxury train travel, which we offer to our clients as well. It took some time for Polish customers to embrace this concept, as trains are not traditionally associated with luxury in our market. Personally, I also enjoy more adventurous trips such as exploring remote destinations by motorcycle with my husband. It is my way of truly unwinding, because when I am in a five-star hotel, it often feels like I am still at work.