The Azure X Factor

Revolutions can begin in the unlikeliest of places. Take Malta’s Blue-Flag Golden Bay beach for example. Typically home to idlers and loungers soaking up the Mediterranean’s sultry sunshine, IT’s hardly a place conducive to pioneering business ventures.

But just a hop, skip and jump away from these sandy shores, lies Azure Group HQ where a team of passionate innovators has just launched a brand new e-currency-based service that’s set to take the travel and leisure industry by storm.

For nigh on twenty years, the Azure Group has made it its mission to empower people to live the aspirational lifestyle by placing the finest hotels, luxury motor yachts, supercars and more within reach.

Spearheaded by Managing Director Perry Newton – a former artilleryman from the 29th Commando Regiment Royal Artillery in Her Royal Majesty’s Armed Forces – the key to Azure’s success has always been its chutzpah to adapt to the times and put forward brave and bold ideas that best serve the modern traveller. And with Malta fast becoming a major hub for the blockchain and cryptocurrency industry in recent years, Perry was struck with a eureka moment: what if the Azure Group were to create an innovative service that made the company’s enviable portfolio easily accessible via a unique e-currency called XPs.

The idea certainly had legs and more importantly, the Azure Group was uniquely positioned to put this daring dream into motion. Industry recognition (over 60 awards to its name) combined with invaluable years of experience has given the company the vision, confidence, and above all, the essential assets to introduce the world’s first e-currency-based private club – Azure X.

ONE CLUB TO EXPERIENCE IT ALL

In an age of Netflix and Spotify, people increasingly expect to find the things they love all bundled together in one irresistible, easy-to-use package which they can access anywhere on the go. Azure X has taken this modern philosophy one step further and innovatively applied it to the travel and leisure industry.

Through the Azure X online portal, members can conveniently find the entire products portfolio on offer to them. Whether booking a supercar, a hotel or a motorhome, it’s all accessible within the same place and through one e-currency.

This ingenious, streamlined system does away with the usual booking headaches. Now there’s no need to have a confusing cluster of browser tabs open in order to juggle syncing reservation dates, converting currencies and booking engines threatening to time you out every few minutes. With Azure X, members put in their requests for as many experiences as they like, all in their own good time.

This also makes it easy for members to design their ideal dream itineraries with ease. Fancy staying at a five-star beachfront resort in Malta coupled with a luxurious day on a motor yacht in the heart of the Med? Easy. How about spending a weekend unwinding in a lush Champneys spa with a Lamborghini Hurácan Spyder at your disposal for scenic country drives? No problem at all. Members simply pick and choose their desired experiences, place a booking request and a team of Travel Experts will handle all the rest.

CURATED LUXURY

What’s more, Azure X’s enviable portfolio of assets has been carefully curated. That means you can forget all those endless hours searching for the perfect hotel on Booking.com only to go on your holidays and discover that the palm-treed lagoon pool you were promised has all the exotic appeal of a stamp-sized swamp.

Perry and his team continuously scour the globe in search of the finest products and brands to partner up with, offering members unparalleled luxury from experience to experience. From the Rolodex of premium worldwide resorts to the iconic Sunseeker yachts and magnificent supercar fleet, everything available under the Azure X brand comes with Perry’s seal of approval.

PRIVATE MEMBERSHIP 2.0

Private Membership is all about those little, unique privileges and perks that make you feel as if you’re truly part of an elite crowd. And Azure X is certainly in no short supply of members-only benefits.

The erudite traveller may be thinking at this point so far, so garden variety private club. But the trump string to Azure X’s bountiful bow is without doubt the Wildcard programme. Every month, members can apply for a rollercoaster range of exhilarating experiences – all of which come completely free of charge. In previous months, Azure X couples have been treated to VIP tickets at Ed Sheeran’s sold-out Wembley Stadium concert, seats at heavyweight boxing fights, and a cooking masterclass from everybody’s favourite cheeky-chappie chef Jamie Oliver.

Above all, there’s the personalised service to consider. Azure X prides itself on having a team of seasoned travel experts who have made it their mission to enhance its members holidays and leisure experiences in any way they can. The Travel Experts assist members every step of the way. From booking experiences to assisting with special occasion planning and restaurant reservations, the Travel Experts are members’ unwavering point of call no matter which experience they choose to embark on next.

With hundreds of new members joining and more people being converted to the ease and simplicity of a blockchain-based private membership, Azure X’s future certainly looks bright.

A longer version of this article originally appeared in Executive Traveller issue 12.