Our story

Travel should feel personal. We believe the most memorable trips begin with understanding the traveller, not simply the destination. Every recommendation is shaped by curiosity, careful planning and a deep appreciation for the places that leave a lasting impression.

The philosophy behind 33 South has been shaped by its founder, Millie Smith, whose years of living abroad and career within the luxury travel industry have inspired a more personal approach to travel. From living in Italy, the French Alps and Portugal to now calling Australia home, she developed a deep appreciation for slowing down, embracing local culture and discovering the details that give each destination its unique character.

That perspective was further refined while working at Mr & Mrs Smith within the global partnerships team, collaborating with leading hotels and travel partners across an international network. There, she gained an insider's understanding of luxury hospitality — not simply which hotels are exceptional, but why they're exceptional and which travellers they're best suited to. Along the way, she developed an appreciation for elevated design, genuine hospitality, impeccable service and the small details that transform a stay into something unforgettable.

Today, 33 South is a private travel agency built around carefully curated recommendations, trusted relationships and considered advice. Every itinerary begins with understanding how you like to travel, resulting in handpicked hotels, meaningful experiences and seamless journeys tailored to you. Through our network of trusted hotel partners, clients also enjoy exclusive benefits and insider access that elevate every stay.