Wealthyist E75: Comfort With a Bit of Chaos: Why the Wealthy Are Trading Beach Resorts for Culture, Adventure, and One Night as a Local with Matt Reimer

On this week's Wealthyist, Tom Parks of Annex Wealth Management talks with Matt Reimer, U.S. director of Nerpa Travel, about how high earners can use travel as more than a reward or a padded escape.

Nerpa is named after the freshwater seal of Russia’s Lake Baikal — a nod from Welsh founders Kevin and Tom (one of whom is married to a Russian). The company sells small-group trips that keep luxury lodging and logistics but add cultural immersion and “a bit of chaos.” Their tagline is comfort with adventure: nice beds, airport pickups, and planned days, plus at least one “one night local” experience so guests stop being visitors and start participating — Muay Thai and match betting in Thailand, for example.Reimer’s own path is the episode’s origin story. After years in retirement plans, he joined a seven-day, 230-mile mountain-bike trip in Wales run by Nerpa’s founders, then cashed out of his firm. He’d already done the five-star island circuit. What he wanted next was disconnection, physical effort, and a different way of seeing the world.The pitch to wealthy travelers is specific. Insulation and convenience make it too easy to open a laptop on the beach. Nerpa’s clients have often “been everywhere” and still feel like tourists. The company scouts every route itself (a “recce”), cuts the AI-famous time-wasters, and builds guardrails: a core itinerary with some daily options, groups of about 10–15, evenings together, Wi-Fi at the hotel if work can’t wait. Typical trips run about ten days, planned 18 months out so busy people can block the calendar.Status fades fast. Poor connectivity and long days outside produce an adjustment, then calm. Reimer argues that kind of “good suffering” — plus seeing how other cultures work and play — helps people think differently about stuck business and life problems. Small groups also become unexpectedly useful networks.Nerpa has three tiers:

Bespoke: custom family or friend trips after a full scout, with honest pushback on weak ideas.One Night Local (the mid-tier sweet spot for executives): luxury plus one deep local night.Adventure-first (e.g., Lost in Vietnam on electric motorcycles): more freedom, slightly less polish, often a younger or more affordable crowd.Geography is expanding from a UK and Asia base toward Africa (a planned slow electric-motorcycle ride) and eventually South America. The advice isn’t “never do the beach or the cruise.” It’s: do those if you love them — and also design the second half of life around trips that take decisions off your plate, put you in the culture, and leave room to come back changed.Find Nerpa at nerpatravel.com, on X and Instagram, or Reimer on LinkedIn.