Abigail Murthy (Source: Abigail Murthy)
Travel Advisor Success Stories focus on veteran advisors and how they achieved success. Here’s a look at Abigail Murthy, a luxury agent at In the Know Travel Experiences, an affiliate of Global Travel Collection.
How did you get your start as a travel advisor?
My background is actually in public relations and marketing. I spent close to a decade in book publishing, pitching media, planning book tours and coordinating launch events for authors. A lot of that work involved building travel itineraries and managing complex logistics, so that foundation was already built in.
And travel has just always been a constant in my life. I lived abroad in France, I’ve been a lifelong explorer, and somewhere along the way, travel just became a core part of my identity.
So, when a friend founded her own luxury travel advisory and asked me to join her, I was very intrigued. I’ll admit I hesitated, for a couple of years, actually, but eventually I said yes, and it has been the best professional decision I've ever made.
The skills I’d built in PR translated beautifully – the storytelling, the client relationships, the logistics, the ability to stay calm when things don’t go to plan. Combined with the destinations I’d already experienced firsthand, it turned out to be a natural fit for me. I started by supporting my friend with some of her clients, but I was fortunate to build my own roster relatively quickly from there.
How did you build your business?
Really, just one traveler at a time, through their referrals over the years. I can trace almost every single client back to a select few original travelers who’ve been with me from the very beginning, my ‘OGs!’ I’ve deliberately chosen to focus on a smaller number of travelers rather than a larger book of business. Quality over quantity, always. The clients I'm most drawn to are culturally curious and they travel well and widely. Those are the relationships where I do my best work.
For most of my clients, my work goes well beyond a single trip. I consult with them on five-plus year travel plans – we map out their global wish list, identify when they’re available to travel, flag any milestone moments or celebrations on the horizon, and then sequence their itineraries thoughtfully across the years so there’s real variety, both geographically and experientially.
For some clients, the relationship begins with a complex itinerary – an African safari, a multi-country trip through Asia or South America, Australia and New Zealand. Those are the trips that require a real advisor, and when I deliver on them, it naturally opens the door to everything else – Europe, the Caribbean, ‘easier’ destinations where they might never have thought to partner with an advisor before.
What characteristics make you a successful advisor?
First, authentic experience. I’ve traveled to over 85 countries across six continents (still working on Antarctica!), so when I’m building a trip for a client, I’m drawing on something real, not just research. I think most clients appreciate that difference.
Second, I care deeply about the details. The best travel experiences live and die in the specifics – the right sequencing, the right pacing, the property that fits this family rather than just any family. I pay close attention, monitoring from the booking stage, throughout the trip, and I always follow up upon return.
I’m also a deep listener. At the end of the day, everyone just wants to be heard, and when a client feels truly heard, the trust that follows is what allows me to do my best work for them.
Listening well also makes me anticipatory. When you really understand what someone is hoping for, you can get ahead of their needs before they even think to ask, and when something unexpected comes up –because in travel, it always does – you’re already a couple of steps ahead working on a solution.
Lastly, I do just genuinely love this. I love finding the perfect fit for a client and designing an immersive trip that creates lifelong memories.
What have been your greatest challenges?
COVID was truly a defining test for anyone in this industry. Navigating that period – the cancellations, the rebookings, the uncertainty, the client anxiety, the rules and regulations changing mid-flight sometimes – was beyond challenging. But if you could survive those years and keep your clients’ trust intact through all of it, you’re pretty bulletproof. It definitely made me a better, more resilient advisor.
Beyond that, the two things I’d call ongoing challenges are geopolitical events and flight or airline issues. The world shifts quickly these days, and part of my job is staying ahead of what’s happening globally, understanding how a conflict or policy change might affect a client’s trip, and being ready to pivot quickly or advise accordingly.
And airlines! As anyone in this industry knows, flights are the variable that can unravel even the most meticulously planned itinerary. I’ve learned to build in contingencies, manage expectations early and stay calm when things go sideways, because they sometimes do. The clients who feel most taken care of in those moments are the ones who come back.
What are your greatest accomplishments?
I was honored to receive the Ultimate Jet Vacations UJV Africa Top Seller Award in 2025. That recognition meant a great deal to me because Africa is a destination I’m deeply passionate about and to be acknowledged at that level within such a competitive field is something I’m really proud of.
But honestly, my greatest accomplishments are the trips themselves. So many of my itineraries present as a complex puzzle – multiple countries, intricate routing, competing priorities – and there is something uniquely gratifying about solving that puzzle and watching it come together seamlessly for a client. Every new destination I book is a small win for me, too.
I also feel deeply accomplished when I’ve won over a client who might have come to me with some skepticism. Maybe they’d never worked with an advisor before, or had a disappointing experience elsewhere. Earning that trust, delivering something that exceeds what they imagined, and then having them come back with another trip or a personal referral. That’s the metric I care about most. That’s when I know I’ve done my job well.
And underneath all of it is something simpler: I’ve built a business on my own terms, doing work I find deeply fulfilling, with people I genuinely enjoy.
What tips can you provide advisors new to the industry?
Give yourself time and grace to build your business. It doesn’t always happen overnight. Invest your energy and attention in the travelers with whom you really enjoy working and know when to part with those who aren’t the right fit. Your time is your most valuable resource, and protecting it is a business decision, not a personal one.
Invest deeply in your partner and supplier relationships. Go to every meeting, every lunch, every dinner, every conference you can. Say yes to the fam and educational trips, do the site inspections, walk the properties and see all the different room categories.
There is no substitute for firsthand knowledge. Clients can feel the difference between an advisor who has actually stood in that room versus one who is looking at a website. I am constantly learning in this job, and there are always new hotels, destinations and experiences to discover. And the relationships I’ve built with our partners over the years are ones I truly treasure.
Travel as much as you possibly can. Your own on-location experiences are your greatest selling tool.
Learn to listen. The advisors who ask the best questions are the ones who build the most loyal clients. People don’t always know exactly what they want, but they know how they want to feel. A big part of the job is to hear them and understand that.
And finally, know yourself as an advisor. Some thrive by specializing in a travel niche or certain destinations, but I’ve built my business the other way around, as a true globalist. For me, the breadth is the specialty.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
