Soelily is a Dutch trained legal professional who migrated with her family under the skills in demand program, a mum, wife, Type A planner, travelista + foodie by passion and owner and founder of Serenity Travels. She lived in the Netherlands for over 30+ years and calls Australia home since 2013. Prior to moving to Canberra with her family in 2013, she worked in corporate law and legal aid in the Netherlands.
Advocacy has been her passion from early on and as she felt a void “helping people” in Australia, she commenced volunteering in various community organisations as she always tries to look for ways to support and empower people and improve people’s quality of life where possible.
She fulfilled various volunteer roles on committees, advisory boards and women’s organisations in the ACT like UN Women IWD Committee and Mental Health Foundation Australia and is currently a member of the ACT Cultural Facilities Canberra Advisory Council, the Australian Multicultural Women’s Alliance Thematic Working group on Leadership and Representation and Sitara’s story volunteer committee. In 2024 she was a candidate in the electorate of Yerrabi for the ACT Greens.
You’ve had a career as a legal professional in public service and then moved into starting Serenity Travels. What inspired you to make that professional switch?
I am still working as a legal professional in government, and my business grew from a hobby of helping friends and family with travel planning into something much more intentional. People began encouraging me to take it seriously because of my eye for detail and strong love of planning and research. From there, I explored different business structures, refined my services, and considered what clients would be willing to pay for, which helped shape the business I have today.
My curated private trip planning is something I genuinely enjoy, as I love creating itineraries that reflect each client’s wishes and deliver the best possible result. I offer women’s trips that are open to all, as well as some trips specifically designed for women of colour, creating a safe space to travel, connect, and share stories and experiences. I noticed there were very few options focused on women of colour and on providing a safe space where women can simply be themselves without code-switching. I found inspiration in travel communities and experiences such as Luxe Tribes, Wander With Me, and Om Noire.
These women’s trips are also my answer to the forever-pending group chat trip. I make the process simple by organising everything, clients just book their spot. I also want women to reclaim their me-time, because taking a break is not selfish. A week away to rest, explore different cultures, and be cared for, either alone or with other women, is an important form of self-care.
This year I organised only three trips, and I hope to offer more women’s trips next year. In an ideal world, my business will continue to grow to the point where I can step away from my legal career and focus solely on my business.
Why do you think it’s important to consider cultural diversity when it comes to travel planning? I think it’s a big blind spot that most travel companies miss.
I think this reflects a point I raised in Q2: there is often a misconception that people from CALD backgrounds do not travel much, or that they only travel for family events, which is far from true. I believe this is often a matter of misconception, and sometimes a reluctance to cater to a large and valuable market because of financial considerations.
If businesses are willing to invest time in understanding their clients and their interests, they can create services and trips that genuinely suit their needs and wishes. For example, our trips do not include clubs or beach club crawls, because we know our clients are more interested in cultural experiences, cooking, and wellness activities.
Have you noticed any prominent changes in the travel industry since the COVID-19 pandemic? What are some contingencies you’ve put into place to mitigate risks for your business if such a significant world event happens again?
My business was established just a year ago, so I haven’t felt the impact of COVID directly. However, I am noticing the effects of the crisis in the Middle East and the oil market on travel decisions. Frequent travellers tend to stay informed, monitor developments, and continue travelling, while some clients are understandably more cautious and need reassurance along with alternative options just in case.
Except for the deposit and admin fee, all other balances paid are refundable. We also have signed agreements in place with our service providers to help protect against price fluctuations. For example, our upcoming Vietnam trip is still being offered at the price advertised since November, while a new Vietnam trip for the same timeframe would now be around 25% more expensive.
What are some of the most memorable trips you’ve organised for your clients and why?
I organised a six-week hiking trip to Japan for a solo traveller, covering iconic trails such as Kumano Kodo, Nakasendo, and Kamikochi. Planning this itinerary and doing the research allowed me to learn much more about Japan’s history beyond the usual Golden Triangle routes. I love history and exploring different cultures, so this itinerary felt less like work and more like a history journey.
My clients recently returned from a family reunion in Bali. Organising a trip for 36 people, including 12 children, was something I had not done before. Coordinating accommodation, facilities for both adults and children, transport, and excursions suitable for the whole group was certainly challenging, but the clients were very happy and satisfied with the hotel and services provided. It is always rewarding to take on a challenge and see it succeed.
What are your plans for Serenity Travels in the next 3 years?
My goal for Serenity Travels over the next three years is to continue building the business and brand into the go-to boutique travel business for slow travel, women’s trips, and curated tours, with a steady and sustainable income stream.
I would love to offer monthly women’s trips to different destinations and create opportunities for women to reclaim their time, join our trips, or reach out to us to arrange getaways with their partners or family. As a trusted travel partner, I want to take away the hassle, research, and logistics so clients can focus on the other important aspects of their lives.
I also see my Australia travel guide as a successful resource that helps first-time travellers get the most out of their dream trip in a safe and well-prepared way.
Travel should be smooth and stress-free, and I will do everything I can to help clients enjoy meaningful trips and create lasting memories
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