For many, the allure of globetrotting as a profession remains a distant fantasy, a daydream during mundane work hours. Yet, for a select few, this dream ignites a genuine ambition, a drive to transform passion into profession. One compelling avenue to realize this aspiration is by becoming a luxury travel advisor, a career path drawing individuals from diverse backgrounds – law, finance, fashion, media, education, and beyond. Oprah Winfrey herself spotlighted this profession as one of the “happiest jobs in America,” underscoring its potential for personal fulfillment and professional success.
Are you captivated by the idea of making travel your vocation?
The travel and tourism sector is experiencing unprecedented growth, outpacing other industries with a remarkable 7.2% growth rate and generating thousands of new employment opportunities, according to the U.S. Department of Commerce. My attendance at Virtuoso Travel Week, surrounded by leading luxury travel advisors and premier suppliers, was a pivotal moment. It illuminated the tangible financial rewards attainable by curating exceptional travel experiences for discerning clients. I encountered numerous advisors who, within mere years of career transitions, had built businesses generating millions in revenue. Furthermore, I had the pleasure of meeting dynamic young advisors such as Kristen Korey Pike and Kate Corey of Currie & Co. Travels, Josh Alexander from ProTravel, Erina Pindar of SmartFlyer, Laura Allen representing Century Travel, and Lindsey Epperly of Columbus Travel – all individuals whose insights and enthusiasm I was eager to explore further. My conversation with Pike about her journey from the corporate world to becoming a successful luxury travel advisor provided invaluable insights, portions of which are shared later in this article.
Embarking on any new career, especially one as rewarding as luxury travel advising, presents initial hurdles. However, the potential rewards are substantial. Ultimately, in this industry, your most valuable asset is yourself.
Here are key insights gleaned from industry leaders to guide your path to success as a luxury travel advisor, potentially within established Luxury Travel Agencies or by building your own.
1. Cultivate a Lifestyle Passion for Travel
A recurring theme echoed by seasoned professionals is the indispensable nature of a genuine passion for travel. Phrases like, “If you’re not an avid traveler yourself, this isn’t for you,” and “You must deeply love travel, or you’re in the wrong field,” emphasize this core requirement. A profound love for exploration and a desire to share enriching experiences are crucial to avoid burnout. While certain aspects of the profession may appear glamorous, much of the work, like any career, involves dedication and effort behind the scenes. Working with luxury travel agencies often means crafting intricate itineraries and managing client expectations, requiring firsthand understanding of the nuances of travel.
2. Develop a Network of Potential Clients
Before transitioning into a career as a luxury travel advisor, particularly if you aim to join or establish your own luxury travel agency, it’s essential to cultivate a preliminary network. This involves identifying individuals within your existing contacts who are likely to utilize luxury travel services. This initial network serves as your foundation, generating referrals and subsequent bookings. As a luxury travel advisor, you are essentially a problem solver and a facilitator of dream fulfillment. Your network is your initial pool of opportunities. Luxury travel agencies thrive on strong client relationships, making your personal network a valuable starting point.
3. Master the Art of Delivering Exceptional Experiences
Clients who seek the expertise of luxury travel advisors and agencies are willing to invest more for superior, personalized service. Therefore, your value proposition must be unequivocally clear. Every aspect of your service should simplify and enhance their travel planning experience. At Virtuoso Travel Week, it was revealed that online booking platforms achieve a 28% satisfaction rate, while booking through a travel advisor boasts a significantly higher 78% satisfaction rate. Matthew Upchurch, Chairman & CEO of Virtuoso, emphasized the importance of understanding and projecting your worth and expertise. Confidence and capability in the planning process between advisor and client are paramount. This fosters trust, ensures client satisfaction, and cultivates long-term client loyalty – crucial for both individual advisors and luxury travel agencies.
4. Partner Strategically with a Travel Consortium and Agency
Aligning with a reputable travel consortium and agency network is a critical step, offering mutual benefits for both advisors and their clients. These partnerships provide access to enhanced hotel, tour operator, and cruise line benefits, as well as favorable commission structures and valuable education programs. Virtuoso, an invitation-only network specializing in luxury travel and generating $9.6 billion in annual sales, is highly regarded for its member benefits. Their Hotels & Resorts program, for instance, offers exclusive amenities valued up to $450 per stay, providing tangible value to clients booking through Virtuoso-affiliated luxury travel agencies and advisors. The Virtuoso Trust program offers comprehensive training in sales skills and supplier knowledge. Furthermore, these consortiums foster strong community and relationship building, offering support and access to suppliers committed to exceptional client service. Annual conferences, such as Virtuoso Travel Week, are instrumental in building industry relationships, bringing together thousands of advisors and luxury suppliers.
Other prominent consortiums include Signature, Ensemble, and Travel Leaders. When selecting an agency and consortium, consider lead generation policies, specialization opportunities (cruises, tours, resorts), destination support networks, and mentorship programs for new advisors. Luxury travel agencies often leverage these consortium partnerships to provide enhanced services and offerings to their clientele.
5. Stay Informed with Industry Publications
Continuous learning is vital in the dynamic travel industry. Luxury travel advisors must stay abreast of trends, new destinations, and industry developments. Valuable trade resources for advisors include publications such as TRAVELAGE WEST, LUXURY TRAVEL ADVISOR, TRAVEL AGENT, AGENT AT HOME, VACATION AGENT, and Travel Pulse. These publications provide up-to-date information on industry news, trends, and best practices. VIRTUOSO LIFE magazine, while exclusive to the Virtuoso network, offers further insights and luxury travel inspiration. Luxury travel agencies often subscribe to these resources to ensure their advisors are well-informed and can offer the most current and relevant advice to clients.
6. Leverage Social Media for Business Growth
In today’s digital age, social media is an indispensable tool for marketing and client engagement. Developing creative and innovative social media strategies is crucial for luxury travel advisors and agencies to promote their services and connect with potential clients. Stacy Small, President of Elite Travel International, highlighted at Virtuoso Travel Week the transformative impact of social media on her business, leading to a fourfold increase in the past three years. She emphasizes that consistent engagement on platforms like Facebook and Twitter is the modern equivalent of direct marketing, expanding reach and building brand awareness. For luxury travel agencies, a strong social media presence is essential for attracting and engaging with a digitally savvy clientele.
Insights from a Rising Star in Luxury Travel Advising
Kristen Korey Pike, a dynamic young Virtuoso-affiliated travel advisor, exemplifies the successful transition from the corporate world to luxury travel. Recognized as one of Travel Agent Magazine’s Top 35 Under 30 Travel Agents, Pike serves on the Saveur Travel Advisory Board, curating bespoke epicurean itineraries. Her global upbringing, fluency in French and conversational Arabic, and experience planning complex international events uniquely positioned her for this career. “After seamlessly coordinating 30 Americans to travel to Lebanon, I decided to translate my passion into a career. The planning process was not only enjoyable but incredibly fulfilling, knowing I created life-altering experiences for my guests,” she recounts. She is now affiliated with Currie & Co. Travels in Atlanta, operating as an independent contractor within a reputable luxury travel agency framework.
Image: Kristen Korey Pike, recognized luxury travel advisor.
Keys to Success as a Luxury Travel Advisor, According to Pike:
Pike emphasizes, “First and foremost, effectively communicating our value to the consumer is essential. Just as clients rely on financial advisors, they need to understand the unique benefits we provide to establish the necessary trust for a successful client-advisor relationship.”
She further notes the evolving nature of today’s luxury traveler and the importance of understanding their nuanced needs. “Attending the International Luxury Travel Market in Cannes provided valuable economic perspective on the future of luxury travel. I believe in offering clients ‘extras’ that distinguish authentic travel from mere tourism. At Currie, being part of our own target demographic allows us to deeply understand our clients’ desires. While my client base is diverse, starting with family and friends has led to remarkable organic growth, now extending across the US, Europe, Asia, and the Middle East.”
Social media’s impact on business development is also underscored by Pike: “Platforms like Facebook and Twitter offer unique avenues to share experiences and ideas with current and prospective clients, often sparking new business opportunities.”
By embracing these strategies and cultivating a genuine passion for travel, aspiring professionals can successfully launch their careers as luxury travel advisors, contributing to and benefiting from the thriving world of luxury travel agencies.
