Think about how many moments of travel inspiration have come from postcards of scenic vistas or videos of people on new and unique adventures around the world. These experiences, often surprising and off the beaten path, are also the ones that make for the best travel memories. And it’s these experiences that drove Jacinta Lim and Lina Gedvilaite to start a platform called Seek Sophie in 2018.
It was also born out of frustration with mainstream travel platforms. Lim explains, “We wanted things that were a little bit more alternative, a little bit more off the beaten path, non-touristy kind of experiences. But there wasn’t a site that spoke to us like that, so we decided to build it ourselves.”
Both Lim and Gedvilaite dropped by the WiT Studio recently to talk about the genesis of their popular platform, as well as serving a new and rapidly evolving demographic of traveller.
Watch full interview:
The early days of Seek Sophie were marked by hands-on exploration. Gedvilaite recalls, “I hit the road, travelling across Southeast Asia, going door to door, speaking with local guides to find hidden gems in their backyards.” One of the first offerings was a biodiverse expedition along the Kinabatangan River, which felt, in her words, “like stepping into a documentary of my childhood.”
Their initial target audience consisted largely of international travelers seeking extreme adventures. “At the beginning, our customers were super cool,” says Lim. “We had French documentary makers, travel writers, and even New York Times photographers planning their personal travels through our site. That’s when we knew it was going to work.”
However, the pandemic shifted the company’s trajectory.
With borders closed, Seek Sophie pivoted to uncovering hidden gems closer to home. “We started looking at disappearing kelongs, rooftop bee farms, and heartfelt experiences in plain sight,” says Lim. This pivot not only resonated with locals but also opened doors to new possibilities.
COVID-19 also catalysed the formation of a strong creator community, which has since become integral to Seek Sophie’s operations. Lim explains, “We linked small mom-and-pop shops with creators who wanted to tell stories. It was a win-win – creators got to work, and small businesses gained visibility.”
This symbiotic relationship has flourished, leading to organic storytelling and valuable feedback loops. “Our creators have become a strong feedback loop for us,” Lim shares. “If there’s anything about an experience they don’t like, we tweak it for our customers.”
The team itself is equally immersed in the experiences they promote. From customer service staff to co-founders, everyone is encouraged to participate. Gedvilaite emphasises, “It’s vital to ensure that the partners we work with meet our standards—not just in fun and authenticity but also in safety.”
As Seek Sophie grows, balancing tourism with sustainability remains a priority. In areas that are naturally self-limiting, such as community-protected regions around Ho Chi Minh City, local partners play a critical role. “Our partners are champions of their own communities,” says Gedvilaite. “They set limits on group sizes to ensure that tourism doesn’t overwhelm the area.”
Even in tourist-heavy locations like Mount Batur in Bali, Seek Sophie finds ways to do things differently. “We partnered with a guide offering an alternative route with fewer visitors, engaging parts of the community that typically wouldn’t see tourism dollars,” shares Gedvilaite.
All in all, Seek Sophie continues to change what it means to explore, with the aim being to make every journey meaningful, sustainable, and deeply personal.
