FAMILIARITY OVER FORMALITY
Travel works best when it feels personal. We build lasting familiarity with our clients, understanding how they travel, what inspires them, and what feels like home, so every trip fits naturally into their rhythm of life.
OUR ETHOS
DISCRETION BY DESIGN
Privacy isn’t a request; it’s a given. Every journey, conversation, and arrangement is handled with the quiet care and confidentiality that define how we work.
ACCESS, THOUGHTFULLY
Our relationships open doors that matter: private villas, preferred partners, local guides, and rare experiences. Each opportunity is offered with intention, chosen for fit, timing, and meaning rather than excess.
THE STUDIO
South of East is a travel studio that builds journeys with the same attention and intention as a well-designed space: considered, personal, and quietly luxurious. We design travel that feels intuitive rather than orchestrated, rooted in a sense of place and shaped by how you want to move through the world.
Every itinerary is an edit of what matters most: beauty, rhythm, and ease. From multi-country expeditions to a single perfect hotel, our work is guided by an understanding that luxury is less about excess and more about feeling at home, wherever you are.
FOUNDER’S PERSPECTIVE
Aileen is the founder and lead advisor of South of East. Born in Asia to an Indonesian mother and an American father with Scottish, Hungarian, and Nordic heritage, she grew up across continents and cultures. Indonesia remains her second home, a place she returns to often. For her, travel has never been an escape but a way of life.
With a background in fashion and luxury lifestyle management, Aileen’s approach is defined by restraint, discernment, and empathy. She designs journeys that reflect who you are and how you want to feel, with the discretion, access, and precision expected at this level. It is not about ticking boxes or collecting places, but about crafting experiences that linger long after you return.
TRUSTED PARTNERSHIPS
Our partnerships with the world’s most respected hospitality brands give South of East travelers access to exclusive amenities, priority upgrades, and a level of care reserved for industry insiders.
THE IMPORTANT
DETAILS
by Aileen
AISLE OR WINDOW: Always aisle, sometimes bulkhead
FAVORITE HOTEL RITUAL: Room-service french fries
CARRY-ON ESSENTIAL: Noise-canceling headphones and an indifference to time zones
MOST PERFECT SOUND: Rain on a tin roof somewhere tropical
UNFORGETTABLE BEAL: Grilled sambal shrimp and nasi, eaten off banana leaves with my hands in Jimbaran
IN ANOTHER LIFE: A perfumer, archivist, or marine biologist
FAVORITE CITIES: Stockholm, Bangkok, Brooklyn, and anywhere in Indonesia
PREFERRED AIRLINES: Cathay Pacific, Singapore Airlines
MOST USED PHRASE WHEN TRAVELING: “Can we stop for coffee first?”
IN EVERY BAG: A travel-size bottle of something expensive and unnecessary, and approximately four different lip products
TRAVEL NON-NEGOTIABLE: At least one day with no plans AND room in my luggage to bring new things home. And a trip to the supermarket
TESTIMONIALS
“What stood out most about working with Aileen was how she made us feel taken care of from start to finish. She handled all the logistics so we could simply enjoy the trip, kept in touch before and during our stay, and made sure we knew she was ready to step in if anything went wrong. Her recommendations were thoughtful and based on knowing our preferences, and she checked in on us in a way that felt personal rather than transactional. Even when the hotel experience fell short, Aileen’s professionalism and presence made the trip feel supported.”
GEORGE M.
“Aileen didn't leave a single stone unturned in helping me plan this last minute birthday trip for my sister. She presented me with every option in Miami at every price point and gave very fair and detailed recommendations. When I chose The Edition, she went above and beyond to make sure that I received every perk imaginable including a room upgrade and some birthday bubbles delivered on ice. There is a reason my whole family now works with Aileen.”
MIKAELA S.
“The property was showing as fully booked everywhere, but Aileen tracked down the owner, connected with them directly via WhatsApp, and managed to secure our reservation. From there, she handled all the details seamlessly and made sure our stay was exactly what we hoped for. We’ll absolutely book with her again.”
DIANA P.
FREQUENTLY ASKED QUESTIONS
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Item descriptionIn most cases, no. South of East has access to preferred rate programs at hotels worldwide, which means the rate you'd pay booking direct is typically the same — or better — when booked through us. On top of that, preferred bookings often include added amenities: room upgrades when available, daily breakfast, hotel credit, and early check-in or late checkout. You're not paying more. You're getting more.
Commission is paid by the supplier, not by you. The planning fee, where applicable, is agreed upon in advance and reflects the scope of work involved.
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The internet has made it easier than ever to book travel. It has not made it easier to book travel well.
An advisor with deep destination knowledge and established relationships does something a search engine cannot: filters for what is actually worth your time, anticipates problems before they arise, and has someone to call when they do.
The difference is most visible in complexity — multi-destination itineraries, high-stakes occasions, and destinations where access is earned rather than purchased. But it shows up in simpler bookings too: the right room category, the upgrade that actually came through, the restaurant reservation that wasn't available online. The value is in the relationships, not just the research.
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Earlier than you think. For complex itineraries — multi-country travel, private charters, peak-season bookings, or trips with significant logistical coordination — six months feels about right. For landmark occasions such as honeymoons, milestone birthdays, or once-in-a-lifetime experiences, a year (or more) is not unusual.
Availability at the properties and experiences worth having is finite, and the best options rarely hold. If you have a trip in mind, the right time to start is now.
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Your planning fee covers the research, design, and curation time required to build your itinerary. This includes destination research, routing, hotel and experience recommendations, and coordination with our preferred partners. The fee is applied in full to your final booking once confirmed.
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Planning fees vary by project scope and are confirmed in writing before any work begins. In most cases, South of East earns compensation through supplier commissions at no additional cost to you — the planning fee applies when the scope of work warrants it. Fees are non-refundable once planning has commenced, as they reflect time and expertise already invested.
All terms are outlined clearly before you commit.
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If you already have a property in mind, we can handle the booking at no additional cost through our partner networks (Fora Reserve, Virtuoso, Marriott STARS & LUMINOUS, Rosewood Elite, etc.). You’ll still receive upgrades, amenities, and priority recognition.
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Destination Guidance is a standalone pre-planning service for travelers exploring destinations or hotels before committing to a full itinerary. You’ll receive a visual brief of recommendations tailored to your style and season.
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Yes. Group travel, destination weddings, and corporate travel are all within scope. Whether it's moving a team to an offsite, guests to a wedding weekend, or a group of friends across three countries, the logistics are manageable when someone is actually managing them. Reach out with the details and we'll take it from there.
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That’s our favorite question. Let us inspire you. Through The Edit, we’ll curate a tailored selection of destinations and stays that fit your style, season, and rhythm. It’s a thoughtful starting point — a way to explore what feels right before you decide where to land next.
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While most of our travelers prefer elevated experiences, our focus is on what feels right for you, and not what’s most expensive. We care more about design, rhythm, and authenticity than about star ratings.
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Yes! Though we also like to think beyond traditional cruising. We work with select partners specializing in luxury yachting, small-ship expeditions, and privately chartered vessels. Whether it’s sailing through Raja Ampat, an Arctic voyage, or a Mediterranean yacht itinerary, each journey is designed for intimacy, access, and a true sense of discovery.
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South of East works on cash bookings, which is where preferred rates, supplier relationships, and property-level access live. If you're working with a points or miles strategy for flights or hotels, we can coordinate around that — just flag it at the start so we're building the trip with the full picture.
