The travel agency earned recognition for promoting a new model for ultra-luxury travel rooted in culture.
Smiling Albino clinched the Specialty Travel Agency of the Year category at the TDM Travel Trade Excellence Awards 2025 - Thailand with its one-of-a-kind journey through Laos.
This particular trip was highly customised, designed for an ultra-high-net-worth guest who asked the company to imagine an experience that offered deep cultural connections, uniquely creative touches, and elegance inspired entirely by the people and traditions of Laos.
With this, the company has demonstrated that exclusivity reaches its most authentic form when inspired by local culture, proving that the most extraordinary experiences are often those rooted close to home.
Over several days, the guest didn’t just visit Laos but ultimately became part of it. They enjoyed live performances by traditional musicians and rituals that were normally reserved for dignitaries.
Every detail of the journey spotlighted local artists, customs, and landscapes in fresh ways. Amongst the highlights are the heritage band who opened dinner with live Pong Lang / Mo Lam music; a spiritual dance ceremony held in a hidden cave by the Fang Lao Dance Troupe; and a sword ritual in Vang Vieng that honoured the guest in a centuries-old tradition.
There was also a sky-high coffee tasting which followed a rock-climbing adventure and a custom silk fashion show by Ok Pok Tok that featured garments inspired by the guests’ own journey. Moreover, the Lao National Circus delivered a night of joyful theatrics, whilst a full Dragon Boat Festival—with 120 rowers—turned an ancient tradition into a powerful moment of community celebration and fundraising.
To add another layer of magic, Smiling Albino crafted a personalised storyline, which was threaded through the entire outing, in which the guest became the protagonist of their own adventure. Along the way, they collected meaningful, handmade tokens from the people and places they encountered, which came together in the final moments of the trip, tying the entire experience together in a meaningful and creative way.
More than a luxury trip, this was a working model for how travel can uplift local culture. With this approach, artists, musicians, and performers were meaningfully employed. The donations also supported a rural school, a UXO-clearing NGO, and multiple village communities. Furthermore, a historic welcome by a Hmong village at a Cold War-era airbase became a moment of reconciliation and respect.
As the luxury travel world searches for new meaning, Smiling Albino offers a perspective where luxury is not merely purchased – it’s inspired by the land, the people, and the stories that already exist.
The TDM Travel Trade Excellence Awards - Thailand highlights the exemplary hotels, airlines, airports, cruise lines, tour operators and travel agencies, booking platforms, and travel technology, projects, and initiatives that elevate the standards in the travel industry.
The TDM Travel Trade Excellence Awards 2025 - Thailand is presented by Travel Daily Media Magazine. To view the full list of winners, click here. For more details, please contact Marni Marco at +65 3158 1386 or marni@traveldailymedia.com.
