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-cancelling headphones and an indifference to time zones
Most Perfect Sound: Rain on a tin roof somewhere tropical
Unforgettable Meal: 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, Brooklyn, and anywhere in Indonesia
Preferred Airlines: Cathay Pacific, Singapore Airlines
Most used phrase while traveling: “Can we stop for coffee first?”
In Every Bag: A travel-size bottle of something expensive and unnecessary
Travel Non-Negotiable: At least one day with no plans AND room in my luggage to bring new things home
Frequently Asked Questions
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It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
When timing is tighter, we adjust — extraordinary travel is rarely limited by a calendar.
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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 and deposits are non-refundable, as they account for design and consultation time prior to booking. However, if your plans change, the amount can be held as a credit for future travel within 12 months.
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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, Rosewood Elite, etc.). You’ll still receive upgrades, amenities, and priority recognition.
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The Edit 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. If you move forward with itinerary design, your Edit fee is credited in full.
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Yes! We design and manage travel for groups, events, and corporate off-sites, handling everything from hotel blocks and transfers to full itinerary coordination.
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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.
Contact us
Ready to start planning? Share a few details below, and we’ll be in touch soon.
Looking forward to hearing from you.