SOUL Searching

Abdul Aziz Draim talks to Ben Foo, president of Holiday Tours & Travel, about finding the essence of a destination through T'ROKA, a new luxury consumer travel brand that's ready to redefine the idea of travel.

- Abdul Aziz Draim

Are you a tourist or a traveller? That is the question. “The idea of the traveller only came to me in the last two years or so,” reveals the affable Ben Foo, president of Holiday Tours & Travel. “Before this, I was a different kind of traveller. More Airbnb-oriented, budget oriented,” he admits with a smile. “But my perception changed after Covid.”

Ben Foo believes that travelling has to be about more than just visiting a beautiful hotel and location. He feels a traveller should also be open to discovering the soul of a place, to fully immerse themselves in the “sights, sounds, and flavours” of their chosen destination. Hence, the launch of T’ROKA, a luxury consumer travel brand from Holiday Tours & Travel (HTT) that aims to provide all that (and then some) to luxury travellers everywhere. Through its vast network of airline and hotel partnerships across the globe—courtesy of HTT’s 50-year legacy in the business—T’ROKA is on a quest to redefine the way travellers explore and connect with the world.