Guest Post: Beyond first class - Travel agents’ role in luxury travel era

Robin Lawther, VP of Expedia TAAP, reveals why agents' knowledge and resources are 'magic'

In the years following the pandemic, people were simply grateful to travel again. Now, travelers are raising the bar. Not only is the demand for travel higher than ever before, but so are the budgets. Travel agents are seeing a higher demand for luxury travel experiences, and research shows that it’s only expected to increase with time. 

Luxury travel takes many forms

What does luxury travel involve? It depends on who you ask. When people think of luxury travel, most think of extravagance, pampering and indulgence. And while that may be true, luxury travel is far more complex than five-star hotels and white-glove service. Nowadays, luxury travel embodies a unique, holistic experience tailored to the passions and interests of the traveler. This isn’t just hearsay; it’s a core principle echoed by our network of expert luxury travel agents.

“Clients are looking for unique and personalized experiences,” said Tara, owner of Resfeber Travel, Inc., in a recent survey. 

“When they travel, they just don’t want a hotel. They want something unique and different, and they will pay for these experiences.”

For the travelers that want to lounge and relax, a luxury experience is something like a private bungalow perched in the crystal-clear waters of the Caribbean. Every aspect revolves around comfort, ease, and having everything in one place. For the more adventurous traveler, however, a luxury experience might look like an African safari. In that case, it’s all about being immersed in nature and exploring the terrain. 

The devil is in the details

Regardless of individual preferences, there are two key aspects that make a travel experience truly luxurious. 

The first is acute attention to detail. Travelers want to feel known, and they want their preferences to be understood and reflected in the service they receive. To provide a true five-star experience, every detail, down to the mints placed on the pillow and the fold of the towels, must be considered thoughtfully and carefully. 

The second aspect of any luxury travel experience is unparalleled service. The trip could be in the center of a massive city or a remote mountaintop. Regardless, luxury travelers expect to have their every whim catered to. Whether it’s arranging last-minute reservations at the most in-demand restaurant or organizing a helicopter tour of some remote landscape, the hallmark of any luxury experience is the seamless execution of every request. 

Anna-Lisa, owner of the travel agency Just Pack, said her luxury clients expect “head to toe service, itinerary customization, and planning all logistics: accommodations, transfers, flights, activities (unique ones like Balian healers or Samurai lessons in Japan) … even down to restaurant booking.”

Planning is everything

Above all else, planning is the most important (and often least talked about) aspect of a luxury travel experience. Meticulous planning is the driving force behind any travel experience. The kind of planning that goes into creating a luxury travel experience takes a lot of time and energy dedicated to meticulous research, not to mention a wide network of trusted resources and service providers, curated for these luxury travelers.

That’s where travel agents come in. Without the assistance and expertise of travel agents, luxury vacations would be almost impossible to plan. And the more exotic or obscure the destination is, the harder it is to plan. In fact, a Phocuswright survey of travel agents revealed that a majority (55%) of their clients are affluent travelers seeking personalized service and expertise, typically those with a six-figure income. The survey also found that travel agents seem to have the most success when they have a particular niche or area of focus, making luxury travel an emerging specialization.

The role of travel agents

Travel agents not only have time to plan these vacations, as it’s their full-time job, they also have the expertise and connections to ensure premium quality throughout the vacation. Most clients seem to agree, as 85% of luxury travelers view travel agents as the best way to book personalized, luxury travel experiences. 

Luxury travel often goes beyond what a quick Google search can uncover. Exclusive tours, private dining experiences or hidden gem accommodations might not have a flashy online presence, but a seasoned travel agent will know how to find them. Their connections with these high-end destinations grant travelers personalized entry to experiences beyond the reach of a typical traveler.

Potentially one of the most important aspects of a travel agent’s role is their unmatched level of support throughout the entire traveler’s journey. Their ability to nimbly navigate schedule changes and last-minute adjustments to plans are what most travelers value, considering this can be extremely difficult to do for a traveler operating alone. The relationships that travel agents build with their networks are a huge contributor to the seamless travel experience and support their customers can benefit from.

Looking ahead

Luxury travel has exploded with possibilities, which gives us hope that the demand will continue to rise. There are endless options now when it comes to creating a custom travel experience. As options continue to increase, travel agents will become even more crucial in the process of making that trip a reality. 

Their resources and knowledge base are truly the magic behind the curtain of these luxury experiences. As demand grows, it’s essential to support travel agents with access to premiere networks and advanced tools to make their job as seamless as their customers’ vacation experiences.