Travel Q&A with Sasha Baldwin

Founder of Kudo Lifestyle, Sasha has spent more than 30 years travelling the world and designing bespoke holidays.

What's your dream destination?

Positano is one of those places I still haven’t managed to visit myself, which is surprising given how often I’ve booked it for clients over the years. My grandparents travelled all over the world for work and experienced some of the most iconic destinations and told me it remains the most special place they’ve ever been to. They even said it’s somewhere I should have gone to for my honeymoon, which really speaks to how unique and memorable it is.

There’s something about Positano that feels almost unreal, the dramatic cliffs, the pastel coloured houses cascading down to the sea, and that perfect mix of charm, romance and effortless luxury. It's one of those destinations that rarely disappoints, no matter how well travelled someone is.

What’s one place that completely exceeded your expectations and why?

India exceeded every expectation I had. I visited in 2001 with a friend of Indian heritage, and it became one of the most eye-opening and transformative journeys I’ve ever taken. From a 12-hour mountain pilgrimage and the spiritual atmosphere of the River Ganges to the warmth, generosity and resilience of the people, every day challenged my perspective. Despite witnessing significant poverty, what stayed with me most was the kindness and strong sense of community. It was a journey that taught me to appreciate the simple things in life, and it remains one of the most meaningful travel experiences I’ve ever had.

If you could only return to one destination for the rest of your life, where would it be?

I love being adventurous and seeking out new experiences, whether it’s exploring hidden corners of a city, hiking lesser known trails, or trying unusual foods and activities. So sticking to one destination for the rest of my life may be challenging. Yet, despite my love of adventure, I can never resist the magnetic pull of Ibiza. I have been visiting the island since the early ’90s, long before it became the global hotspot it is today, and every trip still feels fresh and exciting.

Even though I’m now in my 50s, Ibiza’s energy remains unmatched. There’s something for everyone, from world class DJs and legendary beach clubs to serene hidden coves and quiet spots for relaxing with friends. I appreciate the island’s unique blend of vibrant nightlife, stunning landscapes and inclusive, welcoming atmosphere. Each visit reminds me why Ibiza has remained timeless. It effortlessly balances exhilaration with relaxation and adventure with indulgence, and no matter how many times I go, it always has something new to discover.

What’s the smallest detail that instantly tells you a hotel is truly exceptional?

Always the staff and their attention to detail. From the moment you arrive, it’s the little touches that stand out, friendly, genuinely helpful team members, personalised gifts in your room and thoughtful surprises that show they’ve anticipated your needs. When every aspect of your stay feels tailored just for you, and the team goes out of their way to make your experience seamless and memorable, you immediately know you’re somewhere extraordinary. It’s these thoughtful, personal touches that turn a great hotel into an unforgettable one.

Which destination do you think will be the next big luxury hotspot before everyone else catches on?

Sri Lanka perfectly combines stunning landscapes, pristine beaches and rich culture, offering a wide variety of experiences for luxury travellers, from private jungle lodges and boutique beachfront resorts to tea plantation escapes in the hills. It’s still relatively undiscovered compared to other tropical destinations, meaning you can enjoy exclusivity, personalised service and authentic experiences without the crowds. With incredible food, wildlife safaris and a warm, welcoming local culture, Sri Lanka is poised to become the destination for those seeking luxury, adventure and serenity all in one.

What’s a travel trend you wish would disappear?

“Instagrammable” experiences over genuine travel. Too many people now choose destinations, hotels or activities purely for the photo, rather than for what they’ll actually experience or enjoy. It often leads to overcrowded spots, rushed itineraries and a sense of missing the true essence of a place. I believe luxury travel should be about connection, discovery and memorable moments, not just the perfect shot. Experiencing a destination authentically, at your own pace and with thoughtful curation will always outweigh trends driven by social media.

Where have you felt the most relaxed in the world and what made it different?

Thailand is the best because it perfectly combines natural beauty, culture and comfort, creating a sense of total relaxation unlike anywhere else. The country is home to stunning white sand beaches and crystal clear waters, ideal for lounging in the sun or taking a peaceful swim. Beyond the beaches, Thailand is famous for its world class massages, spas and wellness experiences, which make it effortless to unwind. The food is another highlight, fresh, flavourful and incredibly varied, from street markets to fine dining, offering a taste adventure at every meal.

What truly sets Thailand apart, however, is the warmth of the people. The locals are welcoming, kind and genuinely happy to share their culture, which makes every interaction feel personal and effortless. The weather, with its sunshine and tropical breeze, adds to the overall sense of calm, making even a busy day exploring temples or markets feel rejuvenating. Whether you’re seeking adventure, indulgence or simply time to recharge, Thailand has a unique ability to make you feel relaxed, refreshed and completely at ease.

If you had to plan a last minute trip with no research, where would you go and why?

Lisbon is one of those European cities that perfectly combines city life with proper beaches. Within 30 to 40 minutes by train, you can reach three beautiful sandy beaches, ideal for relaxing after a day of exploring. While the water is the Atlantic and a little chilly, it’s refreshing and invigorating, and the coastline provides the perfect balance of relaxation and scenery. Lisbon itself is vibrant and charming, full of colourful streets, historic architecture, amazing food and lively culture. It’s the best of both worlds. You can spend the morning wandering the city’s winding streets and the afternoon flopped on the sand. For a spontaneous, last minute getaway, it ticks all the boxes, easy to get to, effortlessly enjoyable and full of variety.

What’s the biggest mistake people make when booking luxury holidays?

People sometimes assume that more expensive automatically means better. Many travellers focus solely on star ratings or price tags and overlook the details that actually make a trip exceptional, such as location, personalised service or unique experiences. Others underestimate the value of expert guidance, thinking they can handle everything themselves, which often leads to missed opportunities, less flexibility or hidden costs. True luxury isn’t just about spending more; it’s about having every element of the trip carefully curated, from seamless logistics to authentic experiences, so the holiday feels effortless, memorable and truly tailored to you.

If budget wasn’t a factor, what would your perfect seven day itinerary look like?

My ultimate seven day trip would combine the thrill of a safari with the bliss of a tropical paradise, a once in a lifetime experience blending wildlife, culture and total relaxation.

Days 1 to 3: Private Safari

• Stay in a luxury lodge with infinity pools overlooking the savannah.

• Personal guide and tracker for morning and evening game drives.

• Sunrise hot air balloon, private walking safaris and optional photography tours.

• Cultural visits to Maasai or Hadzabe communities and bush dining under the stars.

Days 4 to 7: Zanzibar Paradise

• Fly via private charter to an overwater villa or boutique resort.

• White sand beaches, snorkelling at Mnemba Atoll and sunset dhow sailing.

• Spice farm tours, fresh local seafood, spa treatments, yoga and relaxation.

• Adventure, culture, luxury and relaxation all in one, with thrilling safaris, immersive local life and a tropical island escape for the perfect once in a lifetime trip.

What’s one trip that you’ve gone on that you never thought you would?

The one trip I never thought I would take in my life turned out to be incredibly special. I believe it’s important to take children on trips individually whenever possible, to create memories that are unique to each child. In this case, I had never imagined going on a cruise, but I promised my son that if he did well in his exams, we would go. That promise led us to embark on a Royal Caribbean cruise aboard Icon of the Seas, and it ended up being a surprisingly wonderful experience.

For my son, who has ADHD, it was the perfect holiday. The structure and variety of the cruise meant there was no chance of getting bored. With over 5,000 guests, 18 decks, loads of water slides and restaurants, the trip was full of fun. Even if he wasn’t spending time on the ship itself, we were exploring a new destination every day, from sun soaked ports to bustling local markets. The combination of adventure, exploration and the endless novelty of cruise life kept him fully engaged, and it turned a trip I never expected to take into one of the most memorable holidays we’ve ever had together.

What’s the most unusual experience you’ve ever had on holiday?

A working trip to Israel at just 16. I had never had the opportunity to travel in this way before, and the trip turned out to be both challenging and life changing. The area I visited was an active conflict zone, complete with land mines and armed checkpoints, which made me acutely aware of the fragility of life.

Despite the dangers, I was able to fully immerse myself in the local culture, exploring historic sites, meeting incredible people and gaining a perspective that few teenagers ever do. The experience gave me a deep appreciation for life back home, as well as a lasting respect for the resilience and vibrancy of the people I met.

About Sasha Baldwin

Founder of Kudo Lifestyle, Sasha has spent more than 30 years travelling the world and designing bespoke holidays.

As a mother, she also understands how much thought goes into planning trips that work for every member of a family, whether that means balancing different ages, interests or energy levels.

Her passion lies in matching people with places they’ll never forget, creating journeys that feel personal, considered and memorable.