The rise of the ‘Travel Designer’ & how they’re replacing agents
Travel Weekly has spent quite a bit of time this year understanding the rise of the Travel Designer and how the face of agencies is changing.
In July, Vogue declared travel agents are the new black.
The article made major waves around the industry and claimed there’s a “fresh new crop of travel experts—more aptly described as travel designers—who offer resources far beyond the basics of organising flights, lodging, and tours”.
“These designers create trips that you can’t just book online, trips for travellers, not tourists. And discerning travellers, at that,” Vogue author, Jenn Rice, wrote.
Following on from that, Seabourn’s Senior Vice President of Global Marketing, Chris Austin, said agents should be called something else again.
“Agents should be called ‘lifestyle planner’ instead of agent,” he told the crowd at the Cruise360 conference.
Austin explained that with agents forging better client relationships and getting to know their lifestyle choices and history, it’s less about selling travel and more about creating amazing life experiences.
So, with Vogue and The New York Times both heralding the incarnation of the Travel Designer, we sit down with luxury industry pundits to find out the day-to-day life of these new travel connoisseurs.
Who is the Travel Designer?
First of all, why a travel designer, and not a travel agent?
Our experts believe, particularly in the luxury space, that designers are future-proofed, heavy on service rather than logistics.
“The best analogy is the stock broker and the financial advisor,” Virtuoso Managing Director Michael Londregran said.
“The travel designer takes each trip or client enquiry with two hands, picks it up and apart, and looks at it for every angle while grilling their traveller with hundreds of question.”
“Every detail is thought through: travel times, aircraft, where to sit. They have insider info, contacts, they’re only a phone call away, 24/7, they swing upgrades, arrange surprises, are present during each step of that trip,” Smartflyer managing director Eliza Woodward said.
It roundly is the difference between booking logistics and holistically working out what the client needs and desires and making the logistics fit that outcome.
“A travel designer offers a more personalised service and is an expert in designing the best tailor-made itineraries,” Ensemble Travel Senior Vice President Trish Sheppard said.
“Agents should be called lifestyle planner instead of agent,” Seabourn senior vice president of global marketing Chris Austin said.
What do Designers do?
Generally there is going to be an existing client relationship. For those without, however, designers need glean as much information from the client before they begin designing an itinerary.
Bespoke luxury travel agency, The Tailor, has this down to a fine art.
“Nothing is left to chance,” Managing Director, Drew Kluska, said.
“The key and skill of our travel designers is to quickly be able to interpret what they are being told and translate that into a journey. We have a very clear set of questions that we have developed over 20 years to extract this information.”
“The luxury space is about personalisation more than anything else – clients are looking for tailored solutions to their individual needs,” Londregran said.
“Having existing knowledge of clients and their preferences is earned over time and this knowledge allows advisors to deliver different experiences for clients.”
Email the Travel Weekly team at traveldesk@travelweekly.com.au
lifestyle planner new york times seabourne travel agent travel designer virtuosoLatest News
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
Global tour operator Collette has announced a series of special offers on selected dates across a range of tours in the peak northern hemisphere 2024 summer season. Greece The offers include ‘Greece & Its Islands’ features classics such as the Parthenon as well as the picturesque islands of Mykonos and Santorini. A saving of $700 […]
Air India and All Nippon codeshare between the two countries
Air India and All Nippon Airways have signed a codeshare agreement connecting their networks. The new commercial partnership will provide more travel opportunities for customers of both India’s leading global airline and the largest Japan’s largest carrier. Effective from 23rd May, the Air India and All Nippon Airways agreement will see passengers fly to their […]
A&K offers minimum 18 weeks paid parental leave
A&K Travel Group will now provide a minimum of 18 weeks paid parental leave for both care-givers, setting a new standard for the travel industry. By providing 18 weeks of paid time off for all new parents, regardless of gender, A&K Travel Group is not only enabling parents to spend valuable time with their newborns […]
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!
Globally-renowned chefs gather for Vivid Food 2024
As a human, we agree that food is a fundamental part of the human experience. Some might say the most fundamental.
Air New Zealand returns to Hobart and Seoul
If you notice an uptick in Kiwis making their way through the Mona, you know why.
European Waterways targets multi-generational families with ‘floating villa’ deal
The jury is still out on whether spending a week on a 'floating villa' with family is a hell or a paradise.
Luxury Escapes launches ‘sail away’ sale
Rest assured, you'll be getting your 'sails' and 'sales' mixed up for the rest of the day.
Rex-owned National Jet Express adds weekly charter between Brisbane and Orange
This is for mining and civil contractors, so please, put your holiday attire away.
Let the games begin. Viking introduces eye-watering benefits for the industry’s top 10 advisors
Did someone say 'trip to Venice'? Hold my coat, this one is far too good to miss!
Best friends or frenemies? What is the REAL relationship between sales and marketing?
We can all stop fighting over the corner office because our mothers were right - we are all important in our own way.
The Walshe Group Announces Two Key Appointments
What we really want to know is whether they got joint or separate welcome parties.
FAMIL: Agents explore the delights of Mauritius on 7-day tour
Go green with envy as you read this fabulous itinerary! Time to book that second honeymoon.