What the press say

As travel evolves, “sub-holidaying” - simple, low-pressure getaways focused on rest, reset and presence - is on the rise. Rather than forcing itineraries or ticking boxes, people increasingly seek slower breaks where comfort, flexibility and mindful travel matter.

October is now being called the “new peak season” by Little Emperors after a 179 % surge in bookings, with a 22 % year-on-year rise. Travel-makers favour milder weather, festivals and fewer crowds. Many demand flexibility: 64 % prefer late check-out. Members seek “beyond traditional” experiences (like stargazing), and brands respond with perks such as 6 am check-in and flexible check-in/out windows.

“Luxury lives in the details, and our AI does not miss them": From Tinder for hotels to image-based search, Rebecca Masri offers insights into the proprietary AI stack powering Little Emperors’ impressive growth. She adds: "We are opening up our search. You can type in anything. 'I want to ski, I want to surf. I like wine. I want to spend 500 euros a night and stay within an hour of where I live.'"

Little Emperors, the members-only platform offering luxury stays with preferential rates and complimentary benefits has recently announced partnerships with Mr & Mrs Smith and Tablet Hotels. Joining Little Emperors’ MyLER programme, Mr & Mrs Smith and Tablet Hotels opens MyLERs up to an additional, handpicked boutique and luxury stays around the world.

Many agencies are still just getting their feet wet when it comes to artificial intelligence. At Little Emperors, however, it’s becoming a crucial part of the agency's infrastructure. (...) Founder Rebecca Masri MBE has been quietly building a backend system that rewires how content, context, and client data flow through the business. The result isn’t artificial intelligence as most people would think of it. It’s something more grounded and more deliberate: what she calls "automated intelligence."

Rebecca Masri, founder of private members’ club and hotel booking app Little Emperors, said AI should be used to handle “efficiency, logistics and instant personalisation” while humans should focus on “connection, emotion and experiences”. (...) Masri said: “AI has allowed us to scale without losing human touch. It’s a balance we strive for daily. In fact, it strengthens the human connection by freeing up advisors to focus on building relationships.”