The story behind And So, Away
I am a dual British-American national and the founder of And So, Away, a London-based travel consultancy offering a highly personal approach to bespoke travel. We work with clients around the world, designing seamless, unforgettable journeys tailored to their individual tastes, interests and style of travel. Before founding And So, Away, I spent my career in public relations, event planning and supporting high-net-worth clients. Those years taught me that exceptional service begins with listening carefully, anticipating needs and paying close attention to every detail. Having lived in New York, Montreal and Paris, travel has always been central to my life. I've come to appreciate that no two travellers are the same. Some are inspired by discovering somewhere completely new, while others find joy in returning to places they know and love. For some, it's the landscapes that stay with them; for others, it's the people they meet, the food they enjoy or a remarkable hotel they'll never forget. That's why I always take the time to understand exactly what each client is looking for before making any recommendations. Whether you're planning a European city break, a family holiday, a once-in-a-lifetime adventure or a return to a favourite destination, we'll curate every aspect of your journey with care. Through our long-standing relationships with trusted hotels and carefully vetted local partners around the world, we ensure every trip is effortless from beginning to end. Ecuador and the Galápagos, Peru, Costa Rica, Iceland and South Africa have all shaped the way I travel, but I'm equally passionate about recommending a favourite hotel in Paris, planning a road trip through south-west France or helping a client rediscover a city they already love. For us, travel isn't simply about where you go. It's about creating experiences that stay with you long after you've returned home—built on trusted relationships, thoughtful recommendations and a genuine understanding of the person taking the journey.
Alex Adam
Meet the team
Alex Adam
Founder & travel designer
With a deep passion for travel and years of operational expertise, Alex crafts every journey with meticulous attention to detail.
Hollie Rogers
travel designer
Hollie is an experienced travel advisor who has worked with high-net-worth individuals, celebrities and professional footballer clients.
Hattie Healy
content manager
Hattie is the creative eye behind And So, Away's online presence, sharing travel inspiration from around the world through visual storytelling.
Exclusive Global Network
Our industry expertise
Luxury travel is always changing, so we make it a priority to stay one step ahead. We regularly meet with hotel brands, representation companies, tourism boards and the sales teams behind many of the world's leading hotels, as well as attending industry events such as ILTM (International Luxury Travel Market). Wherever possible, we also visit the hotels and destinations we recommend, giving us first-hand knowledge and up-to-date insights. This means you can trust that every recommendation we make is based on genuine experience, strong relationships and the latest information.
Our Guiding Principles
Personal Service
Experience seamless service from start to finish with one dedicated advisor who crafts every bespoke detail around your unique preferences.
Trusted Partnerships
Our long-standing relationships with leading hotels and carefully selected local partners unlock exceptional experiences, exclusive benefits and seamless service.
Tailored Travel
Every itinerary is thoughtfully created to reflect your interests, pace and style of travel. We take care of every detail, making the planning process effortless from start to finish.
First-Hand Experience
From the Galápagos to Sri Lanka, these are just some of the destinations we've explored recently, allowing us to share genuine insights and trusted recommendations.














