Lifestyle Trend: How a Love for Travel Became a Lifestyle Travel Brand You Should Know

Osas Imafidon, the founder of a luxury travel and lifestyle brand, The Enjoyment Minister Limited, tells NAOMI CHIMA about her career and other issues

You have built a career spanning sales, marketing and business development. What initially drew you to these fields, and how did that journey eventually lead to entrepreneurship?

My interest in sales, marketing and business development comes from their focus on people and value. Early in my career, I became curious about what drives decisions; why people choose one thing over another and how trust is built.

Sales helped build my confidence and resilience. Marketing helped me understand audiences, while business development gave me a broader commercial perspective.

At some point, I realised I was often the one spotting opportunities and asking how things could be done differently. I was not only executing ideas but also generating them. With that mindset, I naturally gravitated toward entrepreneurship.

Starting The Enjoyment Minister felt like a natural next step; one that was long overdue. It brings together my commercial experience and my passion for travel, lifestyle and meaningful experiences. My journey has really been about evolving from selling products to building something that helps people enjoy their lives more fully.

What personal experiences or gaps in the travel market inspired you to launch The Enjoyment Minister in 2022?

Two things inspired me to start my brand: a love of travel and a frustration I couldn’t ignore.

Travel has always been part of my life; not just something I dreamt about. Experiencing different cultures around the world showed me the magic of authentic, on-the-ground experiences—from the food to the people and the unexpected moments. That became the foundation of my business.

I also noticed a gap between what travellers wanted and what the industry offered. Many trips felt transactional. Clients often had to do most of the work themselves, which took away the joy even before the journey began.

When I launched the brand in 2022, my goal was to bring that joy back. Every trip is built on real experience, cultural depth and genuine attention to detail. It is travel shaped by curiosity, care and the belief that the journey should feel just as rewarding as the destination.

You studied International Business and Management at the University of Westminster. How did your academic experience shape the way you approach business today?

Studying International Business and Management gave me a global perspective on how companies operate across cultures. I also learnt how strategy, consumer behaviour and real-world business models connect. That knowledge still influences how I approach entrepreneurship today.

I tend to evaluate opportunities through both commercial and cultural lens, especially in travel, where understanding people and experiences matters just as much as the business itself.

I later studied marketing at Ulster University to deepen my understanding of how audiences connect with products and services.

Looking back at your early professional years, what were some of the pivotal moments that prepared you to build and run your own brand?

One of the most defining moments in my career was managing global corporate travel for more than 3,000 employees at Sahara Group. It was a demanding role that pushed me to think big and operate at scale.

I had to balance company policies, budgets and logistics while managing airline partnerships, consular requirements and the realities of supporting staff across countries and time zones. It taught me how to stay organised, make tough decisions quickly and communicate clearly under pressure.

The Enjoyment Minister started from Nigeria and has expanded to the UK and the US. What were the biggest challenges and lessons in scaling a travel and lifestyle brand across multiple markets?

It has been both exciting and challenging. One of the biggest lessons has been understanding that each market has different expectations, spending habits and travel behaviours. The brand must remain consistent while still being locally relevant.

Another challenge has been building trust across borders. Travel is deeply personal, and clients need to know you understand their preferences and can deliver on your promises.

The biggest lesson for me has been adaptability. Expanding into new markets is not just about growth; it is also about listening, learning quickly and evolving the business while staying true to the brand’s core vision.

Why was it important for you to build a concierge-style experience rather than a conventional travel agency model?

It was important for me to move beyond the traditional travel agency model because many travellers today want thoughtful experiences, not just bookings.

I wanted the brand to feel more like a travel concierge, where clients receive personalised support from the planning stage through to the trip itself. Travel often involves many moving parts, so having someone who understands your preferences and handles the details makes the experience much smoother and more enjoyable.

Our focus is on curation and care. It is about designing trips that feel personal rather than transactional.

In an era where many people can book trips online themselves, how do you ensure your brand continues to provide unique value to clients?

Today, anyone can compare flights or scroll online for inspiration. That is why I take the question of value very seriously. I always tell my clients that I sell experience, not information.

I have travelled to about 30 countries, and each journey has shaped how I serve my clients. Real experience cannot be replicated by an algorithm or search tool; it comes from being there, feeling a place and bringing that insight back.

I have also built strong relationships with trusted partners around the world, giving my clients access, care and local expertise that go far beyond what a booking site can offer.

We make sure every trip starts with a conversation, not a form. It is about understanding each person and creating something that fits their life. Technology has made travel easier, and my role is to make it meaningful.

How do you approach building relationships with hospitality brands and service providers globally?

In luxury travel, partnerships are built on relationships. That belief shapes how I work with every vendor and hospitality partner.

My background in sales and business development taught me early on that people do business with those they trust. I focus on building genuine relationships first—showing up, following through and ensuring partners know that every client I send is a great fit and will be treated with care.

Having travelled to about 30 countries, I bring firsthand knowledge to those conversations. When I meet with a hotel or service provider, I understand their product and their guests, which builds genuine respect.

My brand is intentionally curated, and that extends to our collaborators. I prioritise partners who share our values of quality, attention to detail and authenticity. Over time, that trust pays off because partners go the extra mile knowing that we will too.