Mr & Mrs Smith started out as a publisher of boutique holiday guide books. They were certainly nicely presented and well written although (as with most hotel guide books) they never tell you that the hotels had paid a fee to be included.
(They also used to do a surprisingly good range of Smith-branded compilation CD’s, oddly enough! A couple are still available via their website.)
I have heard some good things about their online travel agency, which specialises in independent, boutique, niche or otherwise quirky properties. Rather like a version of American Express Fine Hotels & Resorts, you will usually find that you can get a better package via Smith than you would by booking on the hotels own website.
Smith has now teamed up with British Airways to offer their packages via BA Holidays. This is a genuine improvement, because you retain all of the benefits of booking via Smith directly – ie the special perks given to Smith guests and the cashback loyalty scheme they run. In addition, booking via BA, you will also receive up to 10,000 Avios with every booking.