Sheri Fazleabas: Curating a Blend of Luxury and Discovery
Sheri Fazleabas began her 40 years of travel industry experience with renowned travel agency Thomas Cook in 1978. Twenty-two years later, she went on to found her own company, A&S Signature Journeys (ansjourneys.com).
Today, as President of A&S, Fazleabas and her team of tour operators specialize in customizing tours for travel to Asia, Africa, South and Central America, the Pacific and the Middle East, and over the past four years have booked over 1,000 trips.
"Historically, A&S has served travel agents and only recently began working directly with clients," shared Fazleabas, who relocated from Chicago to Grand Rapids, Michigan 16 years ago. She and her team have visited well over 100 countries and are intentionally located in every time zone around the world to ensure accessibility once clients are on their journey.
Their aim is to make exotic destinations more accessible and less intimidating for groups, along with providing a unique, authentic experience where travelers are fully immersed and learn about the culture and country they're visiting in a very comfortable, guided experience.
"We have been able to offer our clients experiences like a traditional Japanese tea service, dinner overlooking an African watering hole in the evening, observing Indian wedding traditions and cruising down the Amazon on a jaguar expedition," Fazleabas said.
Some of her favorite authentic experiences A&S has offered also include interacting with a renowned cheetah conservationist when on safari; arranging privileged entrance to the King's private chambers when visiting the Palace of Versailles; visiting a tea factory that once belonged to Fazleabas' family and learning the art of tea making in Sri Lanka; and more.
"Since COVID, we have travelers asking for more personalized, smaller group trips," Fazleabas said, noting how travelers are choosing to fly more often and are venturing further afield than prior to COVID when they made more car trips. "They are asking to experience the culture and are looking for curated, unique experiences to be part of their travels. We see a lot of family travel where we curate trips for families to bond at different age groups with activities to keep their interest."
Fazleabas also recognizes the importance of going the extra mile for clients, as she ensures A&S offers concierge service to secure reservations to specialty restaurants and provides skilled and professional private guides.
"This ensures our guest's experience is one that is fully vetted and unforgettable," she explained, sharing some accomplishments she's particularly proud of over the span of her career so far. "I was very proud when A&S was featured in National Geographic Traveler magazine and when we were awarded multiple TRAVVY awards, which are very special because they are a 'people's choice' award for the travel industry worldwide. Most recently, we were recognized with Global Excellence Awards in 2023 and 2024 from LUXLife Magazine."
Her advice for industry newcomers?
"Don't be afraid to go out of your comfort zone!"
Written by Sarah Suydam, Managing Editor for Groups Today.
This article originally appeared in the Mar/Apr '25 issue of Groups Today.
Photos courtesy of Sheri Fazleabas
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