The Rise and Rise of Luxury Travel Agents

The Rise and Rise of Luxury Travel Agents

When online travel booking sites became the norm for people to book their travels, everybody soon became their own travel agents.

For a number of years, we’ve seen the closure of a number of brick and mortar travel agencies as self-booking tools grew stronger than ever.

The fate of a travel agent’s career has been on dangerous grounds over the last decade, if we are to believe the headlines and articles that were written about the industry.

The traditional brochure-laden travel agent as we know it may be gone, but the last few years have seen the rise of luxury travel agents.

Here are the reasons why we will be seeing more of luxury travel agents or travel designers, as some of them are known.

1.) Online booking sites were not designed with the luxury traveller in mind.

Online travel booking sites do not necessarily target luxury travellers.

Most flight aggregator and hotel booking websites were created to search for the cheapest fares/ rates and promotions. These are not the elements that a High Net Worth Individual (aka the common luxury traveller) requires when travelling.

As we have discovered with previous years’ luxury travel trends, most luxury travellers have embraced multi-generational travelling and as such, require complex bookings over multiple villas and rooms in resorts and hotels. Special requests are a normal part of a luxury traveller’s itinerary.

In their article “The Super Rich are Leaving Technology in the Draw”, Forbes rightfully and aptly describes organising trips for luxury travellers more similar to planning a concert tour for The Rolling Stones than looking for the best deals on airfare and accommodation.

2.) Luxury travellers are getting more adventurous

Luxurious adventurers are exploring farther.

Adventure travel mixed with luxury is a growing trend. Most luxury travellers these days want adventures beyond the brochures. In fact, it seems that the more an activity or tour is in a brochure, the more some of these luxury travellers will avoid it.

The past two years’ luxury travel trend predictions included reports that luxury travellers not only want high-end products. They want products, destinations, and experiences that no one, or only very few have done.

Experience has played a huge part in influencing traveller’s decisions, including luxury ones. As luxurious adventurers go to more far-flung destinations and engage in bolder activities, this involves complex itineraries and requests so a trip like this is best handled by an experienced travel agent.

3.) Luxury / VIP Travellers need advice from someone who’s been there

Luxury travellers want an agent who’s been there and done that. Image from

Luxury and VIP Travel agents are twice more likely to be well-travelled than the regular travel agent. There was a recent discussion on Flyertalk forum, a site where hundreds of thousands of frequent fliers worldwide gather and share travel tips. One member stated that he uses a travel agent because he or she may provide an insight about the destination he’s going to. Knowing that the agent has been to a destination and may have partnerships with travel brands in that area gives travellers a sense of confidence.

Luxury travellers need more than just an agent who knows a brochure from the first page to last. They actually want someone to tell, show and describe to them their own personal experiences. As the luxury travel agent is someone they would have established trust with, they rely on the agent’s personal experience and advice. And as the agent would also know their client’s travel style, they can advise appropriately on whether a destination or an activity is recommended.

4.) It’s not just for the luxury traveller. Many are back to use the service of a travel agent.

Millennials are the fastest growing segment of travel agency users.

Some consumers who used to book their own travels online are now reverting back to the services of a travel agent. Studies reveal that one of the fastest growing segments of travel agency users are technology-tied Millennials. They may spend a lot of their waking hours glued to technology, but not all of them actually have the time to book and plan their travel itinerary.

Increasing factors of travel disruption such as airline delays, natural disasters, and global terrorism have reinforced travellers that they need a professional to look after their itineraries, should any of the disruption factors occur. People’s busier lifestyles also mean that they would rather call, send an SMS or email one key contact for changes in their travels, rather than be put on hold or email a generic customer service centre.

Souces: Forbes: The Super Rich Are Leaving Technology in the Draw and Travel Market Report

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Jean Carmela Lim is the voice behind luxury and adventure travel blog, Holy Smithereens. Since a childhood trip to Hong Kong and her first typewriter, Jean has spent a lifetime pursuing her passion of travel writing. With a background in the airline industry and government travel, Jean now creates travel content full-time on blogs and social media, exploring life's unforgettable moments through luxurious travels both near and far.


  1. A says:

    I couldn’t agree more with this article. We started with the same thoughts and sentiments and the feedback we get from our clients prove that we’re on the right track.

  2. I am the compiler of the book The path to the hills which helped south Indian plantation tourism to attract so many ex planters children to revisit their ancestral property and we made it a memorable time. Regards George Abraham

  3. Proves the writer is up to date and on the ball. This is also the exact reason why Fred Finn (The World’s Most Travelled Person) and I started Exclusivetravel4U to provide a unique travel service based on our years of experience of actually visiting the destinations where we now provide tailor-made bespoke adventure itineraries for our clients.

  4. Jason Bragg says:

    I agree with all your points Jean. Travel is really moving to niching down and excelling rather than competing with big OTA’s who offer the cheapest of everything at litte margin. Build your niche travel brand, then provide the best customer experience and charge a suitable margin. We can help any niche focused tour operator by increasing profitability through efficiency. Send and email to learn more. Thanks Jason.

  5. Nigel Tutt says:

    Can you give me the names of the best luxury travel agents in the main European markets, Germany, France, UK and Italy. I am building a luxury hotel on the Greek island of Kythnos and keen to find the right customers.

  6. Spot on – true luxury has always been more about good taste and this is increasingly found in small boutique hotels not found by those who don’t know where to look. At So Morocco we couldn’t be top of our game if we hadn’t stayed in every hotel, driven every road, tried out every activity and met and trained every driver on our tours of Morocco.

  7. Olivia says:

    I agree that some mass websites would not be appealing for high end guests. These websites target the mass people to generate more money. Luxury travellers may also look at ethical & sustainable hotels, then some websites may assist very well. It will be less time consuming and if at a point of time a luxury agent assists by chat or over a call it will make the difference.

  8. Echo the same sentiment as others that commented. Well written Jean, also perfect timing for us as we just launched a new service Luxury Experiences Turks & Caicos – that’s 100% dedicated to travel advisors. Loving this new trend!

  9. Melanie says:

    Hi Jean,
    Thanks for sharing this well written article, We operate a small tour company that specializes in private Morocco tours and we definitely believe that customized travel is the best way to travel this days and get to experience what interests you rather than be another follower.

  10. Amber Rowan says:

    Pick a few destinations or activities and resolve to be a better expert at them than anyone else. Consumers now have access to so much travel information, particularly at their fingertips via the Internet that they have themselves become “generalist travel agents.” Pretty good post. I found your website just right for my needs. Thanks for sharing the great information. Good Luck!

  11. Swati Kakkar says:

    The travel operators have their favored hotel partners and contract reasonable rates with these lodgings, and pass on this preferred standpoint to their arrangement of visitors, constantly these rates are much lower than the online gateway rates. The information shared in this article is really appreciable. I totally agree with this.

  12. Morocco is one of the unique countries in the world and a country of dizzying diversity. You may wander through spice markets, explore sweeping deserts and enjoy warm hospitality. Morocco is roughly the size of California, this is why day tours are so popular! Perhaps this is one of the most exciting Morocco Desert Tours.

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