Royal families, CEOs, celebrities and hedge fund tycoons all rely on Black Edge Concierge to make their journeys the perfect place. Founder Nacer Tazi has been planning trips for family and friends since studying hotel management at Glion Institute of Higher Education in Switzerland.
Nacer Tazi grew up in Morocco, helping his parents at work since the age of six. âI would greet VIP guests at the door, dressed in traditional Moroccan clothes and help the waiters carry small salad plates,â he recalls with a smile. At nine o’clock he was giving full tours of the property of the riad and the imperial palace.
Travel and hospitality are in Tazi’s blood and he has been planning trips for his family and friends since his studies in hotel management at the Glion Institute of Higher Education in Switzerland. After training in management with brands like Ritz-Carlton, Park Hyatt and Viceroy, Tazi founded Black Edge Concierge in 2016 and a year ago her sister Ghita Tazi quit her corporate job to join her brother.
âIt took me a full year of non-stop travel to make all the connections for Black Edge,â says Tazi. He has personally tried all the places he recommends. Whenever he travels to a new city, he will visit all of the best hotels in town for a meal, spa service, or an overnight stay to understand the strengths and weaknesses of each property. Over the past decade, he has lived in five different countries and is fluent in English, Arabic, French and Spanish.
âThe luxury travel management industry is focused on the smallest details,â says Tazi. âWe exceed customer expectations and create unforgettable memories that will last forever. Since we started, we haven’t had a single customer who has stopped booking with us.
Other exclusive travel agents, such as Fischer trip, charge rates up to $ 100,000 just to get your foot in the door as a new customer. Tazi is shaking up this business model by offering the same caring, 24/7 luxury concierge services free of charge that these travel agents are proud of.
âNo Virtuoso agency offers a full, comprehensive concierge service while you travel like us without charging,â he says. âOthers charge per year or per task. Typically, agents will charge a fee for their time and depending on the difficulty of fulfilling client requests.
âOur customers don’t pay anything more,â says Tazi. âBut they get so many additional amenities, including Virtuoso’s VIP benefits. Everything is manageable. Tazi arranges reservations and customers make payments directly to the hotel, restaurant or supplier.
Recently, on my first visit to Dubai, Tazi gave me a taste of what it’s like to be one of his VIP clients for a few days. I had booked a superior king room at Jumeirah Zabeel Saray, an opulent Ottoman palace on Palm Island. Upon arrival, I was greeted with a bouquet of flowers from the Black Edge concierge team and upgraded six room categories to an Imperial Suite with a lavish welcome platter of Turkish sweets and champagne. I can only imagine the kind of perks guests get when they book the Imperial Suite to begin with.
Throughout my stay Tazi was always available via WhatsApp to answer any questions you might have, hence buying the best dates to give as a gift (Bateel) to a last minute request to find a traditional henna artist for me. visit for an appointment at my hotel. He even managed to get me a good deal on the front row seats for The Pearl of Dragone, which Tazi recommended as Dubai’s most spectacular show.
Unfortunately for most travelers, if you’re booking Standard Rooms or Junior Suites, Tazi just doesn’t have the time for you. The commissions he would collect from hotels on cheaper rooms would not be worth it. âWe make the most of our money in villa rentals, private jet rentals, yacht rentals and hotels,â he explains. âUsually it’s around 7-10% commission and it’s not a lot when you have people who only take standard rooms. We don’t focus on small travelers. We focus on wealthy travelers who travel at least once a month, typically staying 10-12 days a month in suites.
However, for those frequent travelers who spend a lot, Tazi can move mountains. It can even invite clients to the Oscars, Grammys, any fashion show, and events that are not open to the public. This type of access is something that money cannot buy. âWe’ll get you a ticket and deliver it to you anywhere in the world,â he says. âPeople appreciate this kind of gesture and continue to book more and more. This type of recurring, high-volume activity, along with word of mouth, has helped Tazi grow Black Edge Concierge to 200 members worldwide.
âAbout 60% of our members are Americans and the rest are a mix of European and Middle Eastern travelers,â he says. âWe have royal families, government delegations, artists, models, CEOs and private investors in New York. We work a lot with delegations from Africa when they go to the Middle East. We have contacts in all the luxury hotels in the world.
Nothing is out of reach when money is not an issue, whether you are looking to plan a million dollar honeymoon in the Maldives, want a tailor-made multigenerational African safari or need to book a last minute yacht for New Years Eve. in St. Barts.