Why Premium Travel Agencies Are Your Best Bet for Unforgettable Journeys

Even when travel plans seem to be falling into place effortlessly, the expertise of Premium Travel Agencies can elevate your trips from good to exceptional. In today’s unpredictable world, marked by travel disruptions and complexities, the need for a seasoned travel advisor is more critical than ever.

My nephew’s recent wedding was followed by an ambitious honeymoon plan: two weeks split between the allure of Venice and the ancient wonders of Greece. These destinations, currently among Europe’s most sought-after summer escapes, were almost entirely booked months in advance. While I often offer travel tips to loved ones, this time my advice was direct and crucial: “You need to connect with a premium travel agency.” I recommended a top-tier advisor, Anne Scully from Embark Beyond, a respected figure in the industry. Fortunately, my nephew heeded my advice. Seeking referrals from trusted sources remains the gold standard for finding the right travel advisor, especially now when demand is high, and many agencies are operating at capacity.

It’s worth noting that within the industry, “travel advisor” is increasingly preferred over “travel agent,” reflecting a role closer to that of a consultant. However, “travel agent” remains more widely recognized by the public. The key takeaway is to seek someone who embodies the advisor role – a true expert in crafting exceptional travel experiences.

A decade ago, Forbes published my extensive two-part feature detailing the compelling reasons to utilize travel agents for all types of travel, from business to leisure, encompassing everything from standard to ultra-luxury experiences. The article resonated deeply, and I still receive acknowledgments from readers who benefited from this advice.

Travel is experiencing a powerful resurgence, fueled by pent-up demand and a desire for bucket-list adventures. Premium travel agencies are instrumental in transforming these aspirations into reality.

The resurgence of interest in travel advisors is driven by two key factors: the significant rebound in travel, particularly aspirational trips after pandemic lockdowns, and the current complexities within the travel industry. Airlines, airports, and rental car services are particularly strained, but staffing shortages affect hotels, restaurants, and various service providers across the board.

Beth Washington, founder of Getaway Guild, a prominent Washington, D.C. agency affiliated with Virtuoso, emphasizes the heightened stakes: “Before the pandemic, travelers could arrive in destinations like Paris with only a hotel booking and still manage to arrange activities. Today, without advance planning, you risk disappointment. Dining reservations are now essential. Capacity restrictions and evolving protocols across various venues underscore the importance of meticulous planning. Premium travel agencies excel at managing these details, ensuring a seamless and stress-free experience.”

My nephew’s honeymoon story perfectly illustrates several key advantages of partnering with premium travel agencies.

Advantage One: Unlocking Superior Accommodations and Sold-Out Hotels

It may seem unbelievable in the digital age, but many premier hotels don’t list their best suites and rooms online, reserving them for top-producing advisors. Premium travel agencies generate substantial repeat business for these hotels, booking multiple stays regularly, while individual luxury travelers might book infrequently. Hotels prioritize those who bring consistent value. Furthermore, top advisors often maintain long-standing personal relationships with hotel General Managers. In my nephew’s case, leveraging their advisor’s connections secured them rooms at a highly sought-after, fully booked Venice hotel during peak season.

Anthony Goldman, a third-generation owner of the leading Australian agency, Goldman Group, notes a trend: “We’re seeing an influx of new luxury clients who previously booked independently. They’ve realized that direct bookings, even for high-end accommodations, often result in less desirable rooms because they lack personal connections with the hotel.”

Seeking VIP treatment during your travels? Engage a premium travel agency.

Celebrities and CEOs almost universally rely on travel advisors. For those who aren’t in the spotlight, a premium advisor becomes your advocate, ensuring you are treated like a VIP. As one of Anne Scully’s clients remarked in a thank-you note: “The General Manager and staff at the 5-Star hotel knew us upon arrival and consistently treated us as VIPs. The room upgrade and amenities were exceptional – it was a first for us!”

Advantage Two: Invaluable Expertise, Local Insights, and Connections

Greece rapidly emerged as a top destination after reopening post-lockdowns. However, many travelers primarily know international hotel chains and a few iconic locations like Athens, Santorini, and Mykonos. My recommended advisor guided my nephew towards Crete, the largest Greek island, where they secured availability at a top-tier, less-known resort and enjoyed authentic local dining experiences.

Getaway Guild’s Washington points out the growing desire to avoid overcrowded destinations: “We offer alternatives that match our clients’ preferences, such as Malta instead of Italy or Guatemala instead of Costa Rica. Trust is paramount now. Our clients rely on our established trust, which extends to our relationships with global suppliers. Many travel suppliers didn’t survive the pandemic, and new companies are emerging. Individual travelers face challenges in vetting these options. Online reviews may not reflect your personal tastes or standards. We have cultivated partnerships with reliable suppliers worldwide, understanding their resilience and commitment during challenging times. We selectively entrust our clients’ valuable travel investments.”

An advisor shared that vetting new hotels was a major pandemic challenge, as in-person visits were impossible. They were hesitant to book clients into unverified properties. This underscores the value of firsthand knowledge and research.

The challenge of independent villa rentals in destinations like Tuscany further illustrates this point. A simple online search for “Villa Rentals Tuscany” yields millions of results, many indistinguishable in quality and legitimacy. Sorting through these options is incredibly time-consuming and still provides no guarantee of quality. (In 2022, this search now yields over 6.2 million results!). Premium travel agencies streamline this process, offering curated and vetted options.

Advantage Three: Expert Handling of Unexpected Disruptions

On their departure day, my nephew’s honeymoon itinerary hit a snag – their initial flight was canceled, a common occurrence in a year of record flight disruptions. Contacting airlines directly often leads to lengthy hold times and limited solutions. Premium travel agencies proactively monitor client travel in real-time, often anticipating issues before travelers are even aware. In this instance, the agency swiftly rebooked their flights, ensuring they arrived in Venice without delay. Another client’s testimonial to Anne Scully highlights this: “While others were in long lines due to flight cancellations, you had us rebooked before we even deplaned.”

This proactive problem-solving is a compelling reason to utilize premium travel agencies.

Agencies have dedicated air departments and support staff, enabling them to track flights and resolve issues efficiently. This infrastructure also allows them to access better fares and upgrades than individuals, regardless of frequent flyer status. Michael Holtz, founder of SmartFlyer, a highly successful agency, emphasizes their expertise in navigating complex air travel scenarios.

SmartFlyer once secured me a round-trip Business/First Class flight to Japan for a Forbes article for significantly fewer miles than United quoted directly. On another trip to Bali, they found Premium Economy to Hong Kong and Business Class to Bali on Cathay Pacific for less than the airline’s Premium Economy fare for the entire journey. These examples demonstrate the cost-saving potential and access to premium cabins through expert agencies.

Holtz emphasizes the critical role of seasoned advisors in today’s travel landscape: “SmartFlyer advisors leverage relationships to create flexibility when it seems impossible. If flight delays cause a missed hotel night, we advocate for our clients to adjust reservations and find solutions. This is just one example of how we navigate travel unpredictability.”

Goldman adds that airline chaos is driving DIY travelers to agencies: “Travelers face hours-long hold times with airlines for booking changes. We can make the same changes in minutes due to direct access to the Global Distribution System (GDS).”

Advantage Four: Seamless Adaptability to Changing Plans

Towards the end of their honeymoon, my nephew and his wife decided to visit friends on another Greek island. Their advisor effortlessly arranged ferry transport and adjusted their return flights home. Managing these changes independently while on vacation would be stressful and time-consuming.

Washington recounts assisting a client who had partially booked through a credit card program but needed detailed planning help: “Credit card programs offer hotel amenities, as we do, but lack the destination expertise of a dedicated advisor. The client’s feedback highlighted the value: the guides and drivers were exceptional, a clear improvement over self-arranged tours. They were also invaluable for last-minute changes. In-trip adjustments are common today, making a travel advisor’s advocacy a significant time and money saver.”

Holtz notes the personalization that surprises clients switching from credit card travel desks to premium advisors: “They move from call center agents to a dedicated advisor who provides tailored recommendations based on a long-term understanding of their preferences. Clients are often surprised by prioritized upgrades and amenities upon arrival. It’s a complete transformation for those seeking a premium experience.”

Unlike impersonal credit card services, premium travel agencies offer a personal touch. Collaboration and individualized service are key. As a Scully client noted: “Each of the nine of us felt the trip was designed just for them. How did you do that? We will never travel without you again!”

These four advantages are just a glimpse into the value of premium travel agencies. Additional benefits include:

Saving You Money:

While some associate travel advisors with added costs, they often provide cost savings. Some may charge fees, but they frequently access better fares, especially for premium class travel, and secure valuable extras like room upgrades and amenities.

Breakfast is an excellent way to begin a vacation day, and complimentary breakfast, often secured by premium travel agencies, is even better.

Virtuoso, a global network of top-tier luxury travel agencies, exemplifies this value. Agencies like SmartFlyer, Embark Beyond, Goldman Group, and Getaway Guild are Virtuoso affiliates. While these agencies remain independent and recommend diverse options, Virtuoso’s collective buying power, booking $26.4 billion in travel in 2019, secures exclusive perks from hotels, cruise lines, and tour operators within the network.

Virtuoso hotels (including Four Seasons, Mandarin Oriental, and Ritz-Carlton) contractually guarantee benefits for clients booking through Virtuoso agencies. These include complimentary breakfast, upgrades, early check-in/late check-out, and spa credits, averaging over $500 in value per stay, often at the same or lower price you could find independently.

Cruise benefits can be even more substantial. Booking cruises without an advisor is often disadvantageous. The cruise industry relies heavily on loyalty, both from repeat passengers and travel agencies. Upgrades to suites, complimentary shore excursions, and onboard credits are frequently offered to agency clients at no extra cost.

As previously mentioned, agencies can also secure significant savings on flights. Ultimately, premium travel agencies deliver enhanced value and experiences for your travel investment.

The best way to find a premium travel agency is through personal recommendations. Virtuoso also offers an online “matchmaker” tool to connect you with suitable advisors based on your travel preferences. Begin with an interview to ensure a good fit. Location is no longer a barrier; many advisors work with clients globally. Prioritize advisors who focus on understanding your needs and preferences.

Effective communication and collaboration are paramount. A proactive advisor will not just react to your requests but will anticipate your interests and suggest relevant opportunities. For instance, if you are a golf enthusiast, your advisor might inform you about new golf-centric travel packages. Their role is to keep you informed about travel experiences aligned with your passions.

In conclusion, while travel advisors are valuable at any time, they are indispensable in today’s complex travel landscape. The most compelling reason to use a premium travel agency is simple: they ensure you have a better trip.

As I wrote previously in Forbes, “Premium travel agencies possess superior knowledge, connections, and access to exclusive benefits. They can often match or beat online prices, plan exceptional trips, and provide crucial support and a safety net. Partnering with a top travel agent elevates your travel experience, saves you time and hassle, and potentially even money.”

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