PRIOR connects curious travelers to world cultures, weaving expert insight into immersive experiences that inspire wonder and celebrate the rare and beautiful.
PRIOR connects curious travelers to world cultures, weaving expert insight into immersive experiences that inspire wonder and celebrate the rare and beautiful.
About Prior
Who We Are
Prior is a travel company that brings an editorial lens to personalised travel planning, immersive group journeys, and rich cultural experiences. Our Travel Designers provide access to the rare, real, and wonderful while our editors put expert knowledge and insights at your fingertips. We create meaningful journeys and publish original stories that help travelers see the world with greater context and connection.
Travel Design
Discover PRIOR Access and unlock the possibilities of truly immersive custom travel, where your dedicated PRIOR Travel Designers craft unforgettable journeys with seamless ease.
Group Trips
Crafted group journeys and cultural celebrations where artistry, tradition, and insider access converge, inviting travelers into the essence of culture in extraordinary global settings.
Editorial Guides
Original stories and insider guides crafted by a network of experts, where fresh perspectives and deep knowledge converge to inspire wonder and inform your most meaningful travel discoveries.
OUR STORY
David Prior
David Prior
Co-Founder and CEO
David Prior, the CEO of PRIOR, has brought a unique vision to the world of travel and media. Founded in 2018, PRIOR is celebrated for its innovative approach to travel, blending the allure of a travel magazine with immersive, real-life journeys. David, originally from Australia, has always been driven by a passion for global exploration and storytelling. David's fascination with the world began in Brisbane and led him to explore diverse cultures and destinations, which he now weaves into PRIOR's bespoke experiences.
David's journey started with a scholarship to the University of Gastronomic Sciences in Piedmont, Italy, an institution founded by Slow Food. His education in gastronomy paved the way for his collaboration with renowned restaurateur Alice Waters in California. To fund his travels David fell into writing for various magazines both at home and globally, a pursuit that eventually led him to become a Contributing International Editor at Condé Nast Traveler and a long-time editor at Vogue Living. His extensive network, described as an “unrivaled black book of contacts from the fisherman to the prince” by Condé Nast Traveler, reflects his deep connections across the globe.
PRIOR has been recognized for its elegance and innovation in travel. The company has been praised by Food & Wine as “one of America’s most innovative companies,” and Vogue for “creating the most beautiful trips.” David serves on the Travel + Leisure Advisory Board and has spoken on panels for the Condé Nast Traveler Points of View Travel Summit, the New York Public Library, and others. David’s work is driven by a deep-seated curiosity and a passion for storytelling, transforming travel into an art form that captivates and inspires.
As featured in:
As featured in:
how we work
PRIOR offers an exclusive, highly personalised way to travel for those who want every journey to be extraordinary. For $3,250 a year, you receive unlimited, personalized planning with your own dedicated Travel Designer, who shapes each trip around your passions and style. Through our network of cultural tastemakers, local artisans, and trusted insiders, we open doors to private homes, rare experiences, and places few ever see—crafting seamless, meaningful journeys that can’t be found anywhere else.
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Testimonials
Testimonials
"Nothing was missing—it was perfect! PRIOR curated the trip beautifully, making everything happen with ease and allowing me to truly relax and enjoy my vacation."
- Italy
"Nothing was missing—it was perfect! PRIOR curated the trip beautifully, making everything happen with ease and allowing me to truly relax and enjoy my vacation."
- Italy
PRIOR did a fantastic job in and around Chiang Mai. The tuktuk tour, markets, food, drinks, and conversation made for a lot of fun and were greatly appreciated. Yo was also a great guide, making our whirlwind adventure through Bangkok truly memorable."
- Thailand
PRIOR did a fantastic job in and around Chiang Mai. The tuktuk tour, markets, food, drinks, and conversation made for a lot of fun and were greatly appreciated. Yo was also a great guide, making our whirlwind adventure through Bangkok truly memorable."
- Thailand
"Thanks for everything you did to ensure such an extraordinary trip. We truly enjoyed every second of our time in both France and Portugal. It was an idyllic experience in so many ways. Truly memorable! I wanted to extend our personal thanks and appreciation to you for your stellar planning and penchant for details. Working with you and your team has been a delight."
- Portugal
"Thanks for everything you did to ensure such an extraordinary trip. We truly enjoyed every second of our time in both France and Portugal. It was an idyllic experience in so many ways. Truly memorable! I wanted to extend our personal thanks and appreciation to you for your stellar planning and penchant for details. Working with you and your team has been a delight."
- Portugal
"Nothing but great experiences to share! Our guide was outstanding—knowledgeable, patient, and perfectly balanced between support and space. Every detail was flawlessly managed, with not a single misstep. I can't wait to return and discover even more hidden gems. Thank you, thank you, thank you!"
- India
"Nothing but great experiences to share! Our guide was outstanding—knowledgeable, patient, and perfectly balanced between support and space. Every detail was flawlessly managed, with not a single misstep. I can't wait to return and discover even more hidden gems. Thank you, thank you, thank you!"
- India
"Our trip through Switzerland was absolutely wonderful—Zurich’s food tour was a highlight, St. Moritz stole our hearts with unforgettable bike rides and hikes, and Zermatt’s mountain views and art made it all feel magical. The guides were fantastic, the meals memorable, and everything ran so smoothly thanks to your thoughtful planning. We’re officially Prior fans!"
- Switzerland
"Our trip through Switzerland was absolutely wonderful—Zurich’s food tour was a highlight, St. Moritz stole our hearts with unforgettable bike rides and hikes, and Zermatt’s mountain views and art made it all feel magical. The guides were fantastic, the meals memorable, and everything ran so smoothly thanks to your thoughtful planning. We’re officially Prior fans!"
- Switzerland
our philosophy
We work in close collaboration with local communities and individuals to bring to life experiences that both showcase and preserve the diversity of the world’s cultures and traditions — be they culinary or craft, design or natural, timely or timeless.
Now more than ever, we believe in the fundamental importance of trust. We are committed to our travelers’ safety, time and investment through rigorous research and protocols. We also take pride in how our point of view and on-the-ground expertise culminate in experiences and journeys that authentically connect travelers not only to a place and its people, but to their best selves.
We strive to make PRIOR's travelers feel that they have never wasted a moment, a meal or a chance to feel truly of a place. They bring us their dreams about travel. We translate them into extraordinary experiences and memories that inspire for years to come.
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