5 Ways To Position Yourself as a Luxury Travel Advisor

There seems to be a shift in the industry as of late: luxury travel is on the rise. It’s having quite the moment, but can we really call it a trend? We already know it’s not easy to define, as it means something different to each traveler. Instead of flashy rooms and high-priced experiences, travelers are in search of a moment that puts them in a luxury state of mind — and this looks different for everyone.

If you’re interested in selling luxury moments, it’s important to position yourself as a luxury travel advisor. But what does this mean? We spoke with three luxury travel experts to find out. Here are five ways advisors can position themselves in the rapidly growing luxury segment.

Walk the Walk

According to Jessica Pressler, CEO and founder of Radiance Travel, it’s all about firsthand knowledge.

“You have to walk the walk,” she said. “Stay at luxury properties whenever possible. Build meaningful relationships with luxury brand representatives and destination partners. Seek out high-level FAM experiences. Luxury is about understanding the difference between ‘nice’ and truly exceptional.”

This also applies to brand alignment. Pressler said everything from your website and color palette to how you present yourself at events is important and should reflect the thought you’ve put into it. “At the same time, humility matters. Luxury isn’t about flash; it’s about expertise and elevated professionalism,” she said.

During planning sessions, Pressler said the initial conversation is more about finding out how the client wants to feel on the trip. Figure out what they’re in search of and offer the solution. Lead with the experience before even bringing up the budget. The firsthand knowledge you’ve gained will allow you to place them in a spot where they’ll find this state of mind.

“Ultimately, what luxury clients are buying is peace of mind — and your role is to confidently deliver that,” she said.

Get Obsessed With Your Brand

Vanessa McGovern is the SVP of partner product, marketing and events for Global Travel Collection, an Internova Travel Group company. This network of luxury travel advisors generated $2.4 billion in luxury travel sales in 2025, and her advice to those hoping to position themselves as luxury advisors is to get obsessed with the visuals.

“Be obsessed with your visual brand and client experience,” she said. “Every touchpoint, your website, social presence, proposals, email communications, and LinkedIn profile, should reflect the caliber of travel you design and mirror the luxury brands your clients already trust. Luxury clients notice details, consistency, and polish.”

In addition to looking like a luxury advisor, it’s also important to be intentional about where you show up. This might include private clubs, charitable boards and local professional networks.

McGovern shared an example of a travel advisor in her network who volunteers with her local opera organization. That organization has grown to become the largest source of luxury clients she works with. Partnering with other luxury service providers like high-end automotive dealerships and luxury real estate professionals can also help, she said.

“Luxury businesses grow through proximity, trust, and credibility, not mass marketing,” McGovern said. “The most successful advisors are crystal clear about the traveler they serve and surround themselves with a professional ecosystem, including a host organization and preferred partners that give them access, legitimacy, and the ability to deliver at the highest level.”

Stay Consistent

Amber Render, independent travel agent at Serity Luxury Travel, says in addition to being able to confidently offer first-hand knowledge, consistency is key.

“[Be] consistent about who your audience is,” she said. “If you are looking to book luxury clients it’s good to be sure that your marketing is tailored toward those luxury, high valued destinations, activities and resorts.”

Just like anything in the travel world, it doesn’t happen overnight. Learning to sell travel, handling the various processes, figuring out how to qualify clients … these things take time.  

“Booking travel, especially luxury, takes time, patience and consistency,” she said. “You will wake up one morning and find yourself living the dream, just keep working – I know I am!”

Choose the Right Partners

Advisors hoping to position themselves as luxury travel advisors need to surround themselves with the right partners. Choosing which host agency to belong to, brands to work with and events to attend all matter.

“Alignment with a luxury consortia such as Virtuoso, and/or a host that has established preferred partners, further strengthens your positioning,” Pressler said. “It provides access to elevated amenities and an enhanced client experience — while reinforcing your credibility through association.”

The network you create as an advisor shouldn’t just be a place you’re a part of; it should elevate you and offer resources to help take your business to the next level.

“Advisors who are supported by a sophisticated network of preferred partners, global relationships, and operational resources can deliver experiences that go far beyond what an individual advisor could access alone,” McGovern said. “Positioning isn’t just about aesthetics, it’s about demonstrating that you have the platform, connections, and expertise to deliver exceptional outcomes consistently.”

Know Your Clients

We hear it time and time again, but it’s vital to remember when working with luxury clients especially that their budget may be vastly different from your own. Each traveler has their own priorities, and it’s your job to guide them through choosing what’s important.

“Don’t sell from your own wallet,” McGovern said. “Luxury travel is defined by your client’s priorities, not your personal spending habits. Stay open to the fact that value at the high end often means time saved, privacy, access, and seamless execution, not just price.”

We’ve already established luxury clients are attracted to advisors with firsthand knowledge. They want to know you’ve properly vetted a place or have strong partners to back up the information you’re sharing. In addition to knowing the places, though, it’s equally important to know and understand your clients.

“Truly knowing your clients allows you to personalize each trip in a way that fosters a meaningful emotional connection — not only to the destination and to each other, but also to you as their trusted advisor,” said Pressler. “When you create experiences that feel deeply personal, clients hold you in high regard, return to you repeatedly, and confidently refer you to others.”