Swords Travel has announced its newest affiliate partner, boutique luxury agency And So, Away. This marks the second partnership in a month for Swords Travel, following its recent backing of Travlux.
Founded by Alex Adam, And So, Away joins Swords Travel’s affiliate portfolio, which includes Tailoring Travel as its first independent partner, welcomed five years ago.
A natural fit
Stuart Swords, co-owner of Swords Travel, expressed enthusiasm for the partnership. “From our first conversations, it was clear Alex and Hollie Rogers of And, So Away share our approach to travel,” he said. “It’s highly personal, genuinely knowledgeable, and completely focused on creating exceptional experiences for their clients.”
Swords also highlighted the personal connection, stating, “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 said, “I wanted a nurturing environment and, as they’re a small business, I feel like they really provide that.”
A new venture
Alex, previously Head of Operations at Privé Luxury Travel, acknowledged the challenges ahead. “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.”
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Starting her own agency wasn’t initially a priority for Alex. However, after five years at Privé Luxury Travel, she sought more creative freedom. “I was doing a lot of bookings for footballers, and although it was great income, I wanted to design more exciting itineraries,” she explained. “I also wanted more freedom and flexibility to do things on my own terms.”
Alex’s approach to building her business is grounded in personal connections. “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.’”
And So, Away is already attracting interest in experiential travel, with trips to Sri Lanka and Memphis in the pipeline. While primarily focused on leisure, the agency also handles corporate bookings, including a current enquiry for a party of 100 employees.
Flexibility and relationships
The agency aims to cater to a range of budgets. “We will definitely book trips that are more reasonable,” Alex assured. The enquiry process is equally flexible, offering both remote and in-person consultations. For face-to-face meetings, Alex can host clients at Soho Works, where she has membership, or visit them near their homes.
This in-person approach is key to Alex’s philosophy. “I know there’s a lot of wheeling and dealing in this industry, but honestly, I’m not a very salesy person,” she said. “Obviously we want to make money but we also want people to have amazing experiences. That’s what I care most about.”