Comment: Inside the running of a luxury travel agency

I have run a luxury travel agency since 2013, building it from the ground up. Along the way, I made numerous mistakes and learned invaluable lessons through my own experiences and from other agents and industry professionals.

Running a luxury travel agency might sound like a dream job to many, with the allure of working from anywhere, designing amazing travel experiences and staying at five-star resorts throughout the world. While these aspects are certainly appealing, the reality behind the scenes is a mix of pressure, stress and immense satisfaction. So, what’s it really like to manage a luxury travel agency and why, despite the challenges, do I continue to love what I do?

The pressure and stress of running a luxury travel agency

High expectations:

Clients with high budgets seek luxury travel experiences and have equally high expectations. They demand seamless itineraries, exclusive experiences and impeccable service. As a travel agency owner, meeting these expectations requires meticulous planning and attention to detail.

Every aspect of the trip, from transportation and accommodations to dining and activities, must be flawless. Ensuring this level of perfection involves careful coordination, constant communication and a deep understanding of each client’s preferences and needs.

Logistical complexities:

Coordinating luxury travel involves navigating complex logistics. This includes booking premium flights, offering airport VIP services, securing reservations at top-tier hotels and restaurants, arranging private tours and ensuring all components of the trip are perfectly synchronised.

No matter how much you plan and ensure you use reputable suppliers, things inevitably can go wrong, and any disruption can lead to dissatisfied clients, which can be stressful and demanding to manage. Clients may also encounter issues during their trip that require your immediate support and intervention.

Whether it’s dissatisfaction with an aspect of their journey, last-minute changes to restaurant reservations or difficulties locating their transfer driver at the airport, you are their primary point of contact. Resolving these problems often involves leveraging your industry connections and providing prompt, effective solutions to ensure their travel experience remains seamless and enjoyable.

24/7 availability:

Due to varying time zones, you need to be available around the clock, which can be exhausting and difficult to balance with personal life. For example, a client may want to book something last-minute, and we can’t afford to miss out on what might be the last available room or risk live price changes, so it must be booked immediately, regardless of the time.

Additionally, over the years, I’ve often been at social events, out with friends, or simply worn out after a long, busy day, only to receive a call from a client who has missed their flight and needs help to rebook or requires assistance with another emergency. Unlike traditional travel agencies, as a luxury travel agency owner, when your team has finished for the day, it’s up to you to attend to these issues for your valued clients.

Crafting unforgettable experiences:

In addition to managing all the finer booking details, you need to find the headspace, creativity and foresight to add those special touches that make your clients’ trips truly memorable and justify booking through you rather than online. As well as offering key recommendations for the best restaurants, beach clubs, and activities at each destination, we also arrange personalised experiences that elevate the entire trip. This might include organising romantic destination dining for a honeymoon couple on the Amalfi Coast, arranging a special yacht day in St. Tropez, or providing access to exclusive experiences such as a Michelin-star breakfast on a hot-air balloon over Marrakech. The extra work of creating unique, personalised experiences is what sets your luxury travel agency apart and gives your clients unforgettable moments.

Competition and client acquisition:

The luxury travel market is highly competitive. I’m fortunate to work in partnership with The Limelight Collection and we take care of the travel needs of professional footballers and entertainment people. If you’re starting from scratch, attracting and retaining clients requires continuous marketing efforts, networking and providing exceptional customer service. Building a reputation for excellence is essential, but it takes time and consistent effort.

Additional challenges:

It can be challenging to convey to new clients the difference between using an experienced agent who offers top-notch service, exclusive contacts and unique experiences, and using online travel agencies (OTAs), which may offer lower rates, but only provide 9-to-5 call centre agents who lack the dedication and personal touch of business owners.

Before booking with us, clients don’t always grasp the difference in service levels and the value of the personalised experience we provide. Often, it’s only when things go wrong that they can truly feel the difference. There really is nothing like having a dedicated agent or team supporting you when you travel, easing the way and adding those amazing special touches.

Another common challenge in our industry is investing significant time offering advice and creating detailed itineraries, only for clients to use our expertise but book elsewhere. Among my peers, there is a growing sentiment that, for the exchange of our experience and knowledge, we also deserve to be compensated with planning fees. While people readily pay for professional services like those of a lawyer, accountant or architect, this expectation isn’t prevalent in our industry.

Thankfully, this trend seems to be changing slowly, especially at the higher end of the market, where clients increasingly recognise the value of expert planning and the seamless, personalised service we offer. Our services ultimately save clients from making expensive mistakes and removes the headache of organising everything themselves, allowing them to fully enjoy their much-deserved trip.

The perks that make it worthwhile

Experiencing luxury first hand:

One of the most significant perks of running a luxury travel agency is the opportunity to experience high-end travel first hand. Familiarisation trips, or “fam trips”, allow agents to visit and evaluate luxury properties, tours and destinations. These experiences are not only enjoyable but also crucial for acquiring first-hand knowledge, enabling us to provide clients with precise recommendations. This insight allows us to suggest the perfect accommodation, down to the exact room type or location, giving us a competitive edge.

Over the years, I’ve been fortunate to stay at some of the world’s finest hotels, experiencing their most incredible suites. Highlights include lounging in the top duplex suite cabana at Cloud 22 at Atlantis The Royal with my team, staying in an unbelievable private villa in St. Tropez, helicoptering over Iguazu Falls between Brazil and Argentina and enjoying a Belmond River Cruise to the temples of Bagan in Myanmar.

Creating dream holidays:

There is immense satisfaction in helping clients achieve their dream holidays. Hearing from our clients, whether through messages, phone calls, gifts or social media, is just the best! The gratitude and positive feedback from satisfied clients are a significant motivator.

Building relationships:

Running a luxury travel agency allows you to build strong relationships with clients and industry professionals. Over time, clients become repeat customers and may refer friends and family, creating a loyal client base. Additionally, industry connections can lead to exclusive deals and insider access, enhancing the services we offer. We are fortunate to learn about the best activities and attractions in each destination and to work closely with esteemed partners from brands such as Four Seasons Hotels and Resorts, Belmond, Mandarin Oriental, Shangri-La Group, The Peninsula Hotels, and Edition Hotels, plus thousands of boutique luxury hotels and destination management and hotel representation companies. I’ve made so many great friends on fam trips and attended some of the most amazing, creative and fun trade shows around the globe like ILTM, Le Miami Limited, Connections Luxury, Pure Life Experiences and Private Luxury Events.

Continuous learning and adventure:

The travel industry is dynamic and ever-changing. As a travel agent, you are constantly learning about new destinations, trends and experiences. This continuous learning keeps the job exciting and allows you to stay ahead in the market. Plus, the opportunity to explore different parts of the world keeps the sense of adventure alive.

Conclusion

Running a luxury travel agency is a demanding yet deeply rewarding career. The pressures and stresses are significant, but the perks of experiencing luxury travel, creating unforgettable experiences for clients and continuously exploring new destinations make it all worthwhile.

Thankfully I’ve never wanted a ’typical’ job and, despite the pressure, the highs are incredible. It would be hard to switch to another career now, especially since I get to taste the lifestyle of wealthy individuals without the hefty price tag! By finding the right balance and embracing both the challenges and rewards, you too can thrive in this exciting and fulfilling industry. If you’re a woman in the industry who owns a luxury travel agency and is seeking support with like-minded professionals, check out The Travel Sisterhood Collective for valuable resources and a thriving community.