Anna Tretter (Photo Credit: Anna Tretter)
Travel Advisor Success Stories focus on savvy advisors and how they achieved success. Here’s a look at Anna Tretter, CEO of Tretter Travel.
How did you get your start as a travel advisor?
I started Tretter Travel after years of planning my own trips, sometimes in partnership with luxury advisors, and still feeling like something was missing. It wasn’t the hotels or destination selections that fell short; it was the planning process in the months and sometimes years before the trip.
With my background in management consulting, I was used to running complex projects with precision. I believed there was an opportunity to support travelers who wanted that same level of professional client service, with clear timelines, proactive communication and modern, streamlined planning tools.
The real spark came during a multigenerational family trip to Italy. We were wandering through Rome with our two young kids when my husband ended up carrying our lightweight stroller (kids included!) across cobblestone streets, where the wheels simply couldn’t handle it.
Overall, the trip was seamless, but that small detail made me realize how powerful it is when someone anticipates the little things that make a trip feel effortless. I wanted to build a service that offered that level of white-glove, practical guidance for others.
How did you build your business over the years?
Before I ever announced the business publicly, I spent four to five months behind the scenes building the foundation of my brand, service suite, tech stack, systems and digital presence. By the time I launched Tretter Travel on January 1, 2024, I wasn’t building the airplane while flying it – I had the processes in place to serve clients with consistency from day one. Over time, we've honed a niche around offering approachable, honest expertise to help "new-to-luxury" clients navigate the luxury travel landscape for all their travel plans throughout the year.
What characteristics make you a successful advisor?
My strengths come from two places: the business acumen I developed throughout my career and the meticulous way I approach expanding my firsthand destination and “product” expertise.
I run travel projects the way I ran consulting projects for Fortune 500 companies. Clients appreciate that the process feels structured, intentional and easy for them to be hands-off because they trust every detail is accounted for.
I’m also disciplined in how I scout destinations. I design my own scouting trips to understand the full luxury landscape – not just a single brand or property, but every option that could be the right fit for our typical client profile. This allows me to articulate the pros, cons, logistics, and nuances of each destination and confidently match clients to hotels and experiences that truly align with their needs, style and interests.
What have been your greatest challenges?
Building deep, firsthand expertise in the destinations clients are most excited about naturally takes time. And as a mom of two young children, I’m not in a season of life where I can be on the road nonstop.
That said, I’m intentional when designing my scouting calendar each year. I select destinations based on where demand is trending and where I know my best clients are curious about traveling in the next three to 12 months. It allows me to stay one step ahead of their needs while respecting my personal priorities.
What have your greatest accomplishments been?
This year has brought so many moments I’m proud of, including features in Vogue, The Washington Post, Condé NastTraveler and Fortune; speaking at Fora’s annual Live Forum conference; and producing $2 million-plus in sales in my second year of business.
But the accomplishment that means the most to me is that 82% of my business comes from repeat clients and their referrals. To me, that’s the truest indicator that Tretter Travel is on the right track and delivering on its promise.
What tips can you provide advisors new to the industry?
My biggest piece of advice for new advisors is to identify what only they can uniquely offer. There is space for every type of advisor in this industry, but you need to be able to clearly articulate why someone should want to work specifically with you – and then build your client experience and digital presence around that strength.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
