Exploring New Horizons: Developing Our Journeys Through Asia
by Anna
Making sure that Selective Asia trips go beyond expectations is what we do, and every detail of our journeys is curated and combined so that you see the very best of Asia with everything running smoothly. Developing the nitty gritty of our experiences, selecting the most suitable properties, putting all the necessary logistics in place and planning the details of each route is all in a day’s work for our expert Product Manager, Anna. With over 20 years experience working in the travel industry, she’s lifting the lid on the process behind deciding where we head next, and how we get there…
Making it onto the Selective Asia Map!
You might imagine that life as a travel Product Manager is a glamorous affair, but even though I’m forever grateful to be doing a job that allows me to turn a lifelong passion into a profession, my day-to-day is probably more grounded than you might think!
As with everything at Selective Asia, deciding what goes into our journeys is a team effort, and much of my time is spent working alongside our brilliant colleagues in the UK and across Asia, refining and fine-tuning what we offer. That could mean reviewing a particular route, giving a classic itinerary a selective tweak, or occasionally pressing pause on something that’s no longer quite right for us. There’s always something to consider or improve, and even small changes can add up to significantly better experiences for everyone involved.
Alongside continually striving to improve breadth and depth of our journeys, there’s always one question that lingers in the background - where next? Whether it’s a new tour in an existing destination, a new area to be explored, or a whole new country altogether, adding something fresh to the Selective Asia map is undoubtedly one of the biggest and most important decisions we make as a company. With that in mind, I thought it might be interesting to give you a glimpse into how these choices come about.
It starts with a spark
It probably won’t surprise you to hear that we’re always talking about Asia! The seed for a new destination often begins with a spark of interest from someone on the team. Over the years, this has included Karl’s long-standing love of India, and Andrew’s years living in Japan. Equally, it could be a story from the road, like the epic rail journey to the Taj Mahal that our founder Nick took last year, or Stephen reminiscing about the Molucca Islands (just don’t ask him about muck diving unless you have an hour or so to spare!). If someone in the team feels genuinely drawn to a place, and it fits our ethos, these conversations can get lively in the best possible way.
As you’d expect, our local teams and partners in Asia play a vital role. They live and breathe the destinations we all love, and see subtle shifts and minor changes that it’s only possible to appreciate from close quarters. They often suggest new angles, regions or experiences that we might not have known were even possible yet. We're also approached from time to time by passionate local guides, hoteliers, conservationists, or tourist boards. One such approach led to our new Wide Skies of Gujarat journey, inspired by an invitation to explore a lesser-known region of India. I was fortunate enough to visit myself, and the warmth, depth and pleasant surprise of that journey still stays with me, as does the memory of a very special dinner at the Lakshmi Vilas Palace in Vadodara.
Fit comes before firsts
Inspiration is just the beginning. A new destination must be the right fit for our clients, our partners, and the communities involved. Most of Asia has long been open to international travel so we’re rarely the first, and that’s not the point. We’re looking for places where we can offer personally designed, exceptional journeys that go beyond the usual sights; where there are still opportunities to head for less-visited areas that have rich stories to tell, and where people are keen to tell them. If we can do that meaningfully and responsibly, then we move it forwards, and if not, we step back to rethink.
We always carefully consider how something new complements our existing offering. Some destinations, like Raja Ampat in Indonesia, allow us to facilitate visits across a wider season, offering more year-round adventures. Others bring contrast, like our Maldives & Sri Lanka Cultural Journey, taking guests to local islands in the Maldives like Mathiveri, Ukulhas and Rasdhoo, allowing for a fusion of beaches, snorkelling, community and conservation that complements the stand-alone luxury island resorts that still form the basis of most visits to the Maldives.
Practical makes (almost) perfect
Beyond the excitement and curiosity, there’s a practical side too. Every new journey must meet the high standards Selective Asia travellers have come to expect, not just in terms of comfort or style, but also with consistency, safety, and support. We know from experience that ‘luxury’ means very different things to different people, but high standards and thoughtful service are non-negotiable.
We also have to be mindful of the wider context. Political or environmental factors can naturally shape where we travel to. Heartbreakingly, we have been unable to offer trips to Myanmar due to the political situation there for several years - a decision that still weighs heavily on those of us who were privileged enough to visit that fascinating and welcoming country in the past.
On the ground
Once we’ve decided to investigate travelling to a new area or country, we begin with research, and lots of it. We consider many routes, pore over different sources, and ask all the questions. We connect with old friends for their advice, and make new ones on the ground, listening to a wide range of perspectives to better understand the realities of travel to that particular spot right now.
Eventually, members of the team go to see what it’s like for themselves. For some lucky travellers, it’s a return journey to a place they’ve fond memories of, to see it in its current light (most of us have been lucky enough to journey extensively through Asia beyond our careers) and for others, it’s experiencing a corner of Asia they’ve not seen before. The focus goes beyond just experiencing the destination on a personal level; it’s about meeting potential partners, testing routes and stop-offs, and using every form of transport from trains and tuk-tuks to sampans and scooters! We always come back with reams of stories and notes, and lots of opinions - hotel inspections are an unofficial SA team sport! - before we begin the next phase.
With fresh knowledge and experiences in hand, we move on to design, refine, test and repeat. We sketch out journeys, rework experiences, and double check whether the logistics feel smooth and the narrative flows, bringing the wider team’s unique mix of perspective and experience into the loop to fine-tune each aspect. Our content team then joins the process to ensure the story is told in its most evocative light, bringing it to life with honesty and respect.
A gentle start
Once a new destination is ready, we rarely launch it all at once. It’s less like a grand unveiling and more like carefully crossing a busy road in Hanoi, step by step with measured confidence. We gather feedback, sometimes revisit, and gradually grow the offering until it’s ready to stand alongside our trusted stalwarts like Laos Unlocked or Cambodia Encompassed (my personal favourite!)
What comes next?
Everything that we offer at Selective Asia, whether it’s a single experience, a region, or a whole country, is the result of genuine passion, careful research, and a lot of behind-the-scenes collaboration. Each takes shape slowly, through research, conversations, and careful design, and always with our values in mind.
Of course, this process never ends; we’re constantly reviewing what we offer, refining the details, and asking how we can do better. If you’ve travelled with us before then thank you for being part of that, and if you ever find yourself contemplating where Selective Asia should go next, then we’d love to hear your thoughts.
by Anna on 3rd December 2025