Even when travel plans seem straightforward, a great travel agent can elevate your trip from good to exceptional. But in today’s unpredictable world, marked by travel disruptions and complexities, the expertise of the Best Travel Agent is not just a luxury—it’s a necessity.
Image: Traveler benefiting from expert travel agent advice to navigate complex travel scenarios.
This summer, my nephew planned a honeymoon to Venice and Greece, two of Europe’s most sought-after destinations. Despite the allure, these locations were heavily booked. My immediate advice? “You need to use a travel agent.” I recommended a top-tier advisor, Anne Scully from Embark Beyond, and thankfully, he listened. This highlights a crucial first step in finding the best travel agent: seek referrals from trusted sources. In a high-demand market, personal recommendations are invaluable, especially when some agents are at capacity and not taking new clients.
It’s worth noting that while “travel agent” is widely understood, industry professionals often prefer “travel advisor,” reflecting their consultative role. Think of them as expert consultants in the travel domain. So, while both terms are used interchangeably, seeking a “travel advisor” often indicates a higher level of expertise and personalized service – my second key tip in your quest for the best travel agent.
A decade ago, Forbes published a two-part feature detailing the numerous advantages of using travel agents for all types of travel, from business to luxury. The message resonated then, and it’s even more pertinent now. The resurgence of travel, fueled by pent-up demand and bucket-list aspirations, coincides with significant challenges in the travel industry. Airlines, airports, rental car services, hotels, and restaurants are all grappling with staff shortages and operational hiccups.
Image: Illustration of the resurgence of travel demand, emphasizing the increased need for expert travel planning assistance.
Beth Washington, founder of Getaway Guild, a Virtuoso-affiliated agency, emphasizes the heightened stakes. “Pre-pandemic, spontaneity in travel was easier. Now, showing up in Paris without dinner reservations could mean missing out. Advance planning is crucial. A best travel agent handles these intricate details, ensuring nothing is overlooked.”
My nephew’s honeymoon story perfectly illustrates several reasons why travel advisors are indispensable for crafting exceptional vacations.
Benefit 1: Unlocking Superior Rooms and Sold-Out Hotels
It may seem unbelievable in the digital age, but many premier hotels don’t advertise their best suites online. They reserve these for clients of top-producing advisors. Hotels prioritize agents who consistently bring them bookings over occasional direct bookings. Moreover, leading agents often have long-standing personal relationships with hotel General Managers. Thanks to his advisor, my nephew secured rooms at a fully booked, sought-after Venice hotel during peak season.
Anthony Goldman, from the Goldman Group, an Australian agency, notes a rise in luxury clients transitioning from DIY travel. They realize direct bookings, even at high prices, often result in less desirable rooms because they lack personal connections.
Want VIP treatment during your travels? Engage a travel advisor.
Image: Visual representation of VIP travel treatment, highlighting the elevated experience facilitated by a top travel advisor.
While celebrities and CEOs routinely use advisors, you too can experience VIP-like treatment through a skilled agent. One client of Anne Scully shared: “The General Manager and staff knew us on arrival and treated us like VIPs… a first for us! We loved the upgrade and amenities in our suite.” This exemplifies how the best travel agent elevates your status in the eyes of hotels.
Benefit 2: Invaluable Expertise, Local Insights, and Connections
Greece was an early destination to reopen post-lockdowns, quickly becoming a top choice in 2021 and 2022. However, many travelers only know international hotel chains and a few popular spots like Athens, Santorini, and Mykonos. My recommended advisor guided my nephew to Crete, Greece’s largest island, where they found availability at a top-tier, lesser-known resort and enjoyed fantastic local dining.
Beth Washington observes a growing desire to avoid overcrowded destinations. “We offer alternatives that match clients’ preferences, such as Malta instead of Italy, or Guatemala instead of Costa Rica. Trust is paramount. Clients rely on our established trust, and we, in turn, trust our long-term suppliers.” The pandemic disrupted the travel landscape, with new companies emerging and established ones struggling. A best travel agent has vetted, reliable partners. They possess firsthand knowledge of the “current normal” in various destinations, ensuring clients are in capable hands.
An advisor mentioned the challenge of new hotels opening during lockdowns, making it impossible to personally assess them. Consider how many hotels you’ve booked sight unseen. Regarding local expertise, a past Forbes article aptly illustrated this:
“Want to rent a villa in Tuscany independently? Simply Google ‘Villa Rentals Tuscany’ and sift through millions of results, many indistinguishable, legitimate or not. Spend ten seconds vetting each, and you’ll be done in a year and a half – still without a villa.” 2024 Update: Now, there are over 7 million results! The best travel agent filters this overwhelming information, providing curated, trustworthy options.
Benefit 3: Expert Handling of Travel Disruptions
On their departure day, my nephew’s honeymoon’s initial flight leg was canceled – unsurprising in a time of record cancellations and delays. Airlines are stretched thin; even frequent fliers face long hold times. Airport “help desks” are often just overwhelmed phone lines. Trying to rebook yourself on the fly is incredibly stressful. A proactive advisor monitors clients’ travel in real-time, often aware of changes before the traveler and ready to act. In this case, the advisor swiftly rebooked them, ensuring they reached Venice without delay. As one grateful client of Anne Scully noted: “While others queued in long lines due to flight cancellations, you had us rebooked before we even deplaned.”
This reason alone justifies using a travel agent!
Agencies have dedicated air departments and support staff, enabling them to track flights and efficiently manage disruptions. This infrastructure also often allows them to secure better fares and upgrades than individuals, regardless of their air travel savvy. Michael Holtz, founder of SmartFlyer, a leading agency, has witnessed and performed ticketing “miracles.”
Image: Depiction of premium airline cabins, emphasizing the value and accessibility offered through a skilled travel agent.
SmartFlyer once booked me Business Class to Tokyo and First Class return for $1,500 and 100,000 miles – significantly less than United’s direct quote. On a Bali trip, they found Premium Economy to Hong Kong and Business to Bali on Cathay Pacific for less than Cathay’s Premium Economy price for the entire journey. The best travel agent leverages industry knowledge and systems to find optimal flight solutions.
Holtz emphasizes the critical need for experienced advisors now more than ever. “In these times, our relationships allow flexibility when it seems impossible. If flight delays cause a missed hotel night, we advocate for adjustments and solutions with the property. This is just one example of navigating travel unpredictability.”
Goldman adds that airline chaos is driving DIY travelers to advisors. “Clients spend hours on hold with airlines; we make changes in minutes via direct access to the GDS (Global Distribution System).”
Benefit 4: Seamless Handling of Plan Changes
Towards the end of their honeymoon, my nephew and his wife decided to visit friends on another Greek island. The advisor smoothly arranged ferry transport and adjusted their return flights – tasks you’d rather avoid handling from your vacation.
Beth Washington recounts assisting a client who had partially booked through a credit card program but needed detailed planning help. “Credit card programs offer amenities (as we do!), but not our destination expertise. The client’s feedback was telling: ‘The guides and drivers were top-notch, a clear difference from our own arrangements. They were also incredibly helpful with last-minute changes.‘” The best travel agent provides crucial in-trip support.
Holtz notes the “shocking personalization” for those switching from credit card travel desks to luxury advisors. “Instead of call center agents, SmartFlyer clients have a dedicated advisor who offers tailored recommendations based on a long-term understanding of their preferences. Guests are also prioritized for upgrades and amenities at hotels.” Switching to a dedicated agent transforms the travel experience into a premium one.
Image: Visual comparison of the efficiency of a travel agent versus individual traveler dealing with flight changes, highlighting time savings.
A top advisor prioritizes “collaboration” and “individualized” service. Another Scully client remarked: “There were nine of us, and each felt the trip was designed just for them… how did you do that? We’ll never travel without you again!”
These are just some reasons to use an advisor, all highlighted in one honeymoon trip. But there are more, including:
Benefit 5: Potential Cost Savings
Many believe advisors are more expensive. Some do charge fees. However, they often access cheaper fares, especially for premium travel, and secure valuable extras like upgrades and amenities.
Image: Breakfast setting, illustrating the complimentary perks often included when booking through a Virtuoso travel agent.
This is where consortia like Virtuoso come in. Virtuoso is a global network of top travel agencies, including SmartFlyer and Embark Beyond. Virtuoso agencies are independent but have access to exclusive supplier benefits due to their collective buying power – $26.4 billion in travel bookings in 2019.
Virtuoso hotels (luxury brands like Four Seasons, Mandarin Oriental, Ritz-Carlton, etc.) contractually provide perks to Virtuoso agency clients: free breakfast, upgrades, early check-in/late check-out, and more. Virtuoso estimates these hotel benefits average over $500 per stay – while you often pay the same or less than booking directly!
Cruise benefits can be even greater. Booking a cruise without an advisor is unwise. The cruise industry relies heavily on loyalty from repeat passengers and agencies. Upgrades to suites, free shore excursions, and onboard credits are common perks for advisor clients, often for the same price as direct bookings.
Image: Luxurious cruise suite, representing the potential for upgrades and enhanced cruise experiences through a travel agent.
Advisors can also save you money on flights, sometimes significantly. Getting more for the same price is a win, frequently achieved with travel advisors.
Finding Your Best Travel Agent
Referrals are the best way to find an advisor who matches your travel style. Virtuoso offers an online “matchmaker” to suggest compatible advisors based on your interests. Interview potential advisors to ensure a good fit. Location is irrelevant; a UK-based advisor noted an increase in American clients. Focus on communication and collaboration. The best travel agent is proactive, suggesting relevant opportunities based on your interests, like a new Kentucky Bourbon Trail cycling trip for cycling and whiskey enthusiasts.
In today’s uncertain travel climate, the reasons to use a travel advisor are amplified. But ultimately, the best reason is a better, more enjoyable trip.
As I wrote previously in Forbes: “They know more, are better connected, offer exclusive benefits, and can match or beat prices. They plan a superior trip and provide a safety net. A best travel agent offers VIP treatment, saves time and hassle, and potentially money.” Find your best travel agent and transform your travel experiences.
