And So, Away – founded by Alex Adam – becomes the latest addition to Wimbledon-based Swords Travel's affiliate portfolio, which welcomed Tailoring Travel as its first independent partner five years ago.
“From our first conversations, it was clear Alex and Hollie [Rogers] of And, So Away share our approach to travel," Stuart Swords, who co-owns Swords Travel with husband Mark, told TTG. "It's highly personal, genuinely knowledgeable and completely focused on creating exceptional experiences for their clients.
"Just as importantly, they’re lovely people with real energy and ambition for the business. We’re very selective about the affiliates we bring into the Swords Travel family, and Alex and Hollie felt like a natural fit.”
This sentiment was echoed by Alex, who launched And, So Away earlier this year: “I feel like Mark and Stuart really believe in me," she said. "I wanted a nurturing environment and, as they’re a small business, I feel like they really provide that.”
Previously Head of Operations at Privé Luxury Travel, Alex is conscious the journey to success won’t be quick. “I’m under no illusion that it will take some time to get this going,” she said. “I really feel they [Mark and Stuart] recognise that too, and they’re on my side. They’re such good people – honest and straight up. I don’t want to be working with charlatans."
Starting her own agency had never been top of Alex’s list of priorities. But after five years at Privé Luxury Travel, she felt the time was right to move on and to forge something for herself.
“I was doing a lot of bookings for footballers, and although it was great income, I wanted to design more exciting itineraries,” she said. “I also wanted more freedom and flexibility to do things on my own terms.”
Her ambition is not without its challenges, including finding fresh leads to get her business off the ground. “I’m beginning with my own personal network,” she said. “It’s people I know, I’ve gone to everyone I know to say, 'hey, I'm here'."
Alex is already seeing a demand for more experiential travel, with trips to Sri Lanka and Memphis in the pipeline. Though her focus is mostly leisure, she also makes corporate bookings, and is currently working on an enquiry for a party of 100 employees.
In terms of And So, Away's position in the market, Alex stresses the agency will work across a variety of budgets. “We will definitely book trips that are more reasonable,” she said.
The enquiry process will also be flexible, with options for both remote and in-person consultations. If clients wish to meet face-to-face, Alex can host them at Soho Works, where she has membership, or visit them near their homes.
She believes this in-person approach is particularly important for nurturing relationships – an integral part of building a sustainable business.
“I know there’s a lot of wheeling and dealing in this industry, but honestly, I’m not a very salesy person,” Alex said. “Obviously we want to make money but we also want people to have amazing experiences. That’s what I care most about.”
