Fraser, the CEO of Smiling Albino, has spent more than 25 years immersing himself in Thailand’s rich culture. In doing so, he’s created a successful niche in the travel industry. He relocated to a Southeast Asian country with almost no financial cushion. Immediately, he had to learn survival Thai language that he saw as necessary to thrive. Living outside the usual tourist hotspots, Fraser developed a deep connection with the local culture, which became the foundation for his business.
His other company, Smiling Albino, believes in planning just that kind of unusual adventure. They serve their low-profile, sensitive clients — the tech billionaires, Hollywood celebrities, Grammy-winning musicians, and elite athletes. They purposely create increased accessibility, choices, and quality that turn each trip into a once-in-a-lifetime experience. Travelers will experience the long-term results of every journey. Building real relationships and living culture Fraser’s approach emphasizes authentic engagement, collaboration, and deep learning.
In recent years, he has expanded the company’s offerings to include unique experiences like surprise train parties and immersive activities in northern Thailand. The company’s mission is to provide experiential travel that fast-tracks visitors into the local lifestyle and traditions of the region.
The Evolution of Smiling Albino
Fraser’s odyssey in Thailand first started when he saw the demand for travel experiences that went off the beaten path of traditional tourism. He realized that more than 80% of tourists flocked to just six locations: Bangkok, Chiang Mai, Phuket, Koh Samui, Pattaya, and Hua Hin. This trend encouraged him to take the road less traveled and develop unique local experiences.
Acting as producer and creative director, Fraser and his team created experiences that redefine the meaning of travel as we know it. He recalls one memorable event involving a surprise train party: “We took them to northern Thailand, places a little off the grid where there’s no luxury, really, and created meaningful local experiences, including a surprise train party where we attached a couple of luxury train cars (to the regularly scheduled train) that we retrofitted and decorated in a 1920s Gatsby theme.”
Just the logistics of these experiences alone necessitates tons of detailed planning. It was a time where there were seven stations, and we had all kinds of different performers getting on and off at each station. As Fraser put it, the logistics were so exact, you would think it was straight out of the space age. The mission was to disrupt everyone’s thinking and oriented them to discover and explore their own nation like they had never imagined.
Creating Unique Experiences
This focus on creating the most amazing, life-changing, extraordinary, etc experiences for rich people is evident at Smiling Albino. Fraser points out that attracting ultra-high net worth clients is not just about providing top-notch luxury lodging. If we’re flying people with 007-style experiences, there’s a biblical logistical structure underneath,” he said.
This level of service requires a commitment to creating immersive environments that feel like theatrical productions rather than simple tours. Fraser stressed, “And we like to remind our creative team that we’re not just designing a tour, we’re designing an incredibly immersive theatrical production that will be a real reflection of the local community.” This philosophy makes certain that each detail of the experience is carefully planned and crafted.
The company focuses on all budgets—from entry-level to high-end. You can go on day trips starting at just $200 per person, while indulging in the highest quality! Fraser hopes that by providing these different options they’ll be able to demonstrate the incredible beauty, culture and excitement of Thailand away from the beaten track.
Challenges and Triumphs
Fraser’s path has not been without challenges. In 2013, he and his business partner—whom he’s still good friends with—decided to separate on friendly terms. With this transition, he was able to make his move to guide Smiling Albino even further into uncharted territory. Now, when he reflects on his and his company’s early days in the business, he recalls with a chuckle, “We were purists. We thought we had to go against the grain, and that maybe even set us back in those formative years.”
Despite these hurdles, Fraser’s determination and out-the-box thinking have propelled him to opportunities that many only dream of. In 2011, he got invited to host a travel program on Thai PBS. This placement allowed him to explore hidden temples, colorful festivals, and bustling villages. Along the way, he attracted the attention of important Thai artists and progressive politicians.
Throughout his career, Fraser has remained committed to his mission: “Our mission is to bring the most discerning, most elite travelers in the world to Southeast Asia, and ensure that they experience something that they can’t experience somewhere else or with someone else here.”
