Meet the luxury travel consultant who curates exclusive journeys for former US presidents and influential global figures

During a 2015 visit to Ethiopia, former US President George W. Bush experienced an unexpected and delightful moment.

Upon his arrival in the historic town of Lalibela, a group of children wearing bright royal blue Texas Ranger caps – a nod to one of Bush's favorite teams – greeted him with enthusiasm.

‘We had planned several unique surprises for that trip,’ shares Jaclyn Sienna India, the founder of Sienna Charles luxury lifestyle agency, with Dinogo Travel.

‘I love finding creative ways to surprise travelers, so I bought around 100 Texas Rangers hats. When Bush arrived in the village, all the kids were wearing them,’ she recalls.

World leaders expect a blend of personal touches, exclusivity, security, and discretion during their travels.

‘It's like putting on a performance,’ says India. ‘World leaders often envision a place as being extraordinary and exotic, and we aim to bring that vision to life with unforgettable experiences.’

Bush wasn't the first world leader India has worked with. Since 2012, her agency has organized over 100 journeys for more than 15 presidents, prime ministers, and other high-profile figures.

‘Whether it’s a former president, billionaire, or celebrity, every client is unique,’ she explains.

‘Understanding what drives them and the purpose behind their trip is key to building a successful relationship,’ she adds.

Creating personalized, unforgettable experiences

India honed her luxury hospitality skills at the now-closed Le Bec Fin, a Michelin three-star restaurant, while completing her bachelor’s degree in art history at the Tyler School of Art at Temple University in Philadelphia.

‘I discovered my passion for serving the ultra-high-net-worth clients,’ she recalls. ‘I thrived in understanding their needs, and that’s been the cornerstone of my career – delivering exceptional, personalized experiences.’

After graduating, the New York native relocated to Palm Beach, Florida, with her then-boyfriend, now-husband Freddy Charles Reinert, where she quickly realized that the service level in 'luxury' tourism was far below her expectations.

‘At the restaurant, you’d have seven staff members attending to you, with silver service; the sommelier knew every grape and winemaker; and the chef would personally visit your table to share where the foie gras came from,’ she recalls.

While everything at the restaurant was meticulously service-oriented, she notes that this level of dedication was rare in the world of luxury travel.

Determined to provide a superior option for high-net-worth travelers, the duo launched Sienna Charles in 2008.

Each journey is customized to meet the client’s desires, whether it’s a multi-generational getaway in Umbria or a secluded retreat on a private island in Indonesia.

‘I personally review every recommendation and have an obsession with ensuring the highest quality and service,’ she says.

A journey through Egypt

In 2012, Sienna Charles had the opportunity to plan and execute its first trip for a world leader.

When reaching out to India, the client (whose identity remains confidential due to a non-disclosure agreement) was focused on Egypt as their destination.

The client had previously visited Egypt for work and had developed a keen interest in Egyptology, according to India.

To satisfy the client’s thirst for knowledge, the travel expert designed a 12-day, multi-stop journey that blended historical exploration with in-depth cultural discussions led by experts and academics.

The journey took the world leader from Cairo to a private yacht cruise along the Nile, with stops at iconic historical landmarks throughout the trip.

The adventure culminated in Luxor, the ancient capital, often called the ‘world’s greatest open-air museum,’ home to some of Egypt’s oldest tombs and temples.

‘We arranged for monuments to be closed for the client, who was eager to delve deeper into their personal passion,’ recalls India. ‘They had this romantic view of the world, filled with excitement to explore the place.’

Thanks to referrals and the success of this first trip with a world leader, India went on to plan journeys for George W. Bush and several other high-profile figures.

The Bushes in Ethiopia

In 2015, India meticulously planned an expedition to some of Ethiopia’s most remote areas for Bush, his wife Laura, four friends, his doctor, and 30 Secret Service personnel.

The large entourage inevitably led to news of the trip spreading quickly.

‘We prioritize discretion and privacy,’ says India. ‘But with so many staff and Secret Service agents, it quickly turned into a media spectacle. Some leaders travel with just one security agent and a baseball cap, and no one recognizes them.’

India explains that Bush chose Ethiopia for his trip because he had visited during his presidency but hadn’t had the time to truly explore the country.

‘He told me he visited nearly 80 countries during his presidency, but at places like the Taj Mahal, he never really got to experience anything beyond the surface due to his packed schedule,’ India recalls.

To fully immerse the former president in the local culture and history, India designed a multi-stop itinerary that began in the remote Omo River Valley – home to some of the most secluded tribes – and ended in Lalibela to the north.

The complex journey required a variety of transport options, from SUVs and helicopters to private jets and riverboats.

‘Lalibela is all about Christianity – it was incredible,’ India says, referencing Bush’s religious background. ‘In the Omo Valley, the villagers performed a ceremonial dance to welcome him.’

The importance of personal touches

India’s team carefully attended to highly personalized requests for food and beverages, as ‘the trip is all about catering to them.’

For example, India recalls that Bush enjoys comfort foods like peanut butter sandwiches and pasta when traveling, so she made sure his favorite dishes were available, even in Ethiopia’s most remote locations.

‘For world leaders, the level of service at home is extraordinary, with executive assistants following them everywhere,’ India explains. ‘When they travel, their expectations are understandably very high.’

Because the hotels in Ethiopia didn’t meet her standards, India collaborated with local partners to create luxury camps for Bush and his team instead.

They sourced brand new furniture, bedding, and sheets, effectively constructing elegant accommodations from the ground up.

The benefit of working with world leaders, she says, is that they understand the value of delegation.

‘I present the ideas to them, and they trust me to take it from there. These are leaders of nations, so they recognize the importance of hiring experts and are comfortable relinquishing control to those who excel at what they do,’ India explains.

On one occasion, she helped a world leader celebrate his wife’s birthday by transforming the entire floor of a private villa with ‘Cherry Snow’ roses flown in from Ecuador.

Another time, she collaborated with movie set designers and styling experts to create a cinematic Parisian experience in the heart of Miami, with renowned chef Eric Ripert crafting a bespoke menu.

Discretion, security, and exclusivity

India says that, in most cases, her clients approach her with a clear vision of what they want to experience on their travels.

This could mean immersing themselves in Chinese culture, lounging by the pool in St. Barts, or simply renting a villa and enjoying a week of family time in Italy.

After an initial consultation, India – who has explored over 80 countries and insists on personally experiencing every recommendation – typically presents three to five options, highlighting the advantages and drawbacks of each.

From there, the travel expert collaborates closely with the client’s chief of staff, personal assistant, and security team to finalize the details.

‘From room preferences to food allergies, favorite types of restaurants, wake-up times, preferred newspapers, and the kind of tour guides they prefer… we leave no detail overlooked,’ she explains.

Travel logistics are typically seamless, as 100% of her clients have access to their own private yachts, helicopters, and jets.

As part of her security protocol, Sienna Charles often arranges for major landmarks and museums to be closed to the public, allowing clients to enjoy them in complete privacy.

‘We’ve closed down the Sydney Opera House, the Hagia Sophia in Istanbul, the Louvre, Versailles, the Great Sphinx of Giza, Machu Picchu... so many iconic monuments,’ says India. ‘When you're willing to pay, it’s a straightforward discussion.’

‘We don’t believe in spending money just for the sake of it,’ she explains. ‘It’s all about knowing who to contact. But if they can experience it privately, that’s the real success.’

Embracing spontaneity

Security becomes more complex, especially when working with world leaders who typically travel with at least one security agent.

‘They come with a heavy security presence – and the security team demands a detailed itinerary,’ she explains. ‘They want to know every step, from the car to the monuments, to the restaurants.’

At first, this was frustrating for India because she believes travel should be about spontaneity and surprise.

‘The trip evolves as the clients travel. We quickly learned after our first trip in Egypt that while we prepare a detailed schedule for the security team, we also need to keep the client's experience in mind,’ she says. ‘If the client enjoys the trip, that’s a win for me.’

This sometimes means straying from the meticulously planned schedule. For example, during her trip to Ethiopia with Bush, India seized the chance to visit a remote tribe in the Omo River Valley.

However, the group would have to navigate a treacherous, narrow path with poor visibility to reach the river, and then take a boat to get to their destination.

‘I asked his team if he could make the journey so Bush could experience more, but they immediately said no,’ recalls India.

‘But this was the only way to connect with this tribe, so I turned to Bush directly, and he said, ‘Absolutely.’’

‘I’ve learned to appreciate the security and staff who are focused on keeping the individual safe, but that rigid schedule can sometimes prevent them from truly experiencing things,’ she says.

A new chapter in 'out-of-control' spending

India states that the pandemic has not slowed down the travel plans of the ultra-wealthy and elite.

‘Many destinations, like Fiji and Thailand, began allowing private jets in about six months ago,’ she explains. ‘It’s a good time to be ultra-high-net-worth. Like anything, money talks. If you're willing to spend, you can do pretty much anything.’

India has observed several luxury travel trends emerging from the pandemic. For example, her clients now often plan trips on short notice, sometimes just a day or two before, due to the ever-changing rules around borders and quarantines.

Many of her clients are bypassing middlemen altogether, opting instead to purchase their own yachts, private jets, and even vacation homes.

Furthermore, India notes that privacy has become a higher priority than ever before.

‘Wealthy travelers no longer take to social media simply for the sake of sharing their trips,’ says India. ‘Given the world’s challenges, they’re less inclined to post pictures from their private yachts.’

Still, the amount being spent on travel these days is 'insane', she adds. ‘Clients demand the best – from the priciest yachts to top-tier staff who know how to cater to their every need.’

‘The spending is out of control,’ India admits. ‘It’s happening across the board. People will pay anything for exclusivity, for being in the right place at the right time.’