Bella Syme founded ALS Private in 2013 after spending over a decade in the Swiss Alps as a professional freeride skier and coach. With more than 30 years of alpine experience and insider knowledge cultivated across the world’s most exclusive destinations, she has established ALS Private as a leader in ultra-luxury travel, curating extraordinary experiences for ultra-high-net-worth individuals and global corporations. Her portfolio encompasses luxury chalets, private islands, super yacht charters, and exclusive hotel buyouts across six continents.

Your career transition from professional skier to founder of a luxury travel company is remarkable. After spending over a decade in the Swiss Alps coaching freeride skiing, what prompted you to channel your alpine expertise into establishing ALS Private in 2013?  

“I grew up skiing in The Three Valleys with my family, and quickly realised it was one of my favourite things to do in the world. I then moved to Verbier where I lived for 10 years, competing and then acquiring my qualifications in the French and Swiss systems in order for me to coach freeride. It was during this time that I really grew my expertise and contacts not only in Verbier but in other resorts further afield – this provided me with the insider knowledge and contacts that formed the foundation of ALS Private.“

“When I decided to transition from skiing full time, I wanted to make sure I could stay in the industry, doing what I loved. Friends would always come to me to ask advice on anything to do with skiing, so I saw an opportunity and in 2013, and launched ALS Private. My vision was to create the most exceptional holidays and events in the world’s most unique and luxurious properties. I founded ALS Private in order to provide guests with unparalleled ski and chalet experiences, pushing the limits of possibility in ultra-luxury travel and events, for a discerning global clientele with both private clients and global corporations.” 

With over 30 years of alpine experience, you possess insider knowledge and contacts that few in the luxury travel sector can match. How has this depth of expertise enabled you to curate experiences that turn the “impossible into reality” for ultra-high-net-worth clients, and what does this philosophy mean in practical terms when designing bespoke experiences?

“Together with my team, we are able to deliver the most exceptional experiences to our clients, no matter how intricate or ambitious, we have both the relationships and the expertise to make it happen seamlessly and discreetly. I think the key behind this is that we love what we do and we like to think this is portrayed through our work.“

“Turning the ‘impossible into reality’ is about precision, creativity, and emotional intelligence. It might mean organising a client’s dream 40th Birthday party in a undisclosed location, curating a never done before heli-ski adventure, or bringing together multi generational families in a new location abroad annually amongst everyones high pressured and busy lives. Every detail is orchestrated to reflect the client’s requests whilst preserving the authenticity of the setting.“

“In practical terms, as part of our philosophy we listen deeply to our clients, anticipate unspoken desires, and bring together the right people in the right place at the right moment. The result is an experience that feels effortless, original, and unforgettable.  As a brand, we strive to search for the newest and latest properties and locations on the planet, discovering the next place our clients who have done everything, want to be.”

ALS Private has evolved considerably since its inception, now offering luxury villas, warm-weather escapes, and super yacht charters from the French Riviera to the Arctic Circle. What drove this strategic expansion, and how have you maintained the same level of knowledge and service quality across such diverse destinations and offerings?

“When I started ALS Private, we focused solely on snow and curated amazing skiing and winter holidays for guests; however, after the success of the ‘winter’ destinations, we saw how our guest’s wishes evolved and so ALS Private grew to curate exceptional experiences in warmer climates and to further-flung bucket-list destinations. Although our portfolio of destinations, luxury chalets, villas and hotels have grown, the foundation of curating and designing off-the-scale experiences for private guests, corporations, and events on land and at sea.”  

“At ALS Private, we are passionate about luxury, discretion, privacy and bespoke service in the world’s most unique destinations and luxurious properties, ensuring every journey is meticulously curated and turning the ‘impossible into reality’. We are now proud to have a highly curated selection of exclusive villas in areas such as the Caribbean, Greek islands, Cote d’azur, Amalfi coast and Tuscany, Marbella, Ibiza and Mallorca to name a few.“

“A natural progression for us with our connection to colder climates was to start booking Private Explorer Yachts for Expeditions to locations such as Antarctica, the Arctic, Papua new Guinea and  the Galapagos islands. These Super Yachts can access parts of the world most others can’t. We also love to book Super Yachts to the usual popular Sunny destinations, as well as working with Private Islands for private stays.  Lastly, we work with the very best hotels across the world for buyouts for both private individuals and corporate trips.”

Your portfolio includes access to private islands and exclusive hotel buyouts worldwide. Could you share how you identify and secure these extraordinary properties, and what the process reveals about the evolving expectations of today’s most discerning clients?

“From travelling a lot, I have gained a good understanding and knowledge of what works best for each individual client. However, we always run site visits ahead of bookings and trips in order to do any further research. This is imperative for us, you can always get much more done in person than at the end of a phone or email! Today, our clients long for more. A lot of them have done everything and so its hard for them to be impressed or find the next thing for them to do…this is a challenge that we love to take on!”

The luxury travel sector has undergone significant transformation since 2013, with clients who have often experienced everything demanding constant innovation. How has the definition of ‘luxury’ evolved for your clientele, what emerging trends are shaping how ultra-high-net-worth individuals and corporations approach bespoke travel, and how do you continually discover new properties and destinations that exceed these evolving expectations?

“Over the past decade, the very meaning of ‘luxury’ has evolved dramatically from opulence to authenticity. At ALS Private, our clients are extraordinarily well-travelled and have long since moved beyond the allure of grand hotels and first-class cabins alone. Today, true luxury lies in access to experiences and creating moments with loved ones – our clients are looking for time away with their family and friends in the utmost of privacy to enjoy activities that are culturally immersive, and often completely off the map, whether that be heli-skiing, a guided safari in Botswana, or relaxing on a one of a kind superyacht.“

“We’re continuing to see a strong shift toward privacy, purpose, and personalisation. Ultra-high-net-worth individuals are seeking journeys that reflect their values – sustainability, creativity, wellness, and meaningful connection. It’s no longer just about where you go, but how you feel while you’re there. For some, that may mean a private island stay designed around restoration and artistry; for others, it’s a multi-generational expedition blending adventure with philanthropy.“

“At ALS Private, our strength lies in constant discovery. We cultivate deep relationships with local insiders, discerning property owners, and partners across the globe, allowing us to unlock exceptional destinations before they even appear on the industry’s radar. We travel continuously, curate discreet collaborations, and only introduce places and experiences we’ve personally fallen in love with. That human touch, the intuition to understand what will truly move someone, remains at the heart of everything we do.”

Building a company that serves such an exclusive clientele whilst maintaining growth and expansion requires unique leadership qualities. What have been the most significant challenges you’ve navigated whilst establishing ALS Private’s reputation, and what advice would you offer to entrepreneurs entering the luxury services sector?

“Most significant challenges – learning to delegate. I am a perfectionist. I hate to lose control.
Advice – nurture every client. They must feel like they are the most important person in the world.” 

Looking ahead, how do you envision the luxury travel sector developing over the next decade, and what opportunities do you see for ALS Private to continue leading in this space whilst staying true to the core values that have defined your success since 2013?

“We know that the luxury travel sector will continue to develop extensively over the next decade with more key trends coming to the fore, and with the rise of AI and technology. However we know that there are some principles for luxury travellers that continue to remain paramount – exploring under the radar destinations, privacy and discretion, health and wellbeing, and time – spending time an surrounding yourself with the people you love the most.”  

“Whilst we, like the rest of the industry, will need to continue evolving to meet the demands of our guests, we will continue to use our unparalleled insider knowledge, passion, expert knowledge, unrivalled contacts and unique skill set to transform our clients’ dreams into reality.”