Rocky Horan (Photo Credit: Rocky Horan)
Travel Advisor Success Stories focus on accomplished advisors and how they achieved success. Here’s a look at Rocky Horan, a travel advisor at Scott & Thomas, an affiliate of Virtuoso.
How did you get your start as a travel advisor?
I actually started my career as an emergency room registered nurse. Travel had always been a huge passion of mine, and I began traveling internationally when I was 18. Over the years, I found myself constantly researching destinations, cruises, airlines, hotels, and unique experiences, not just for myself, but eventually for friends and others.
The best part of my nursing contract was working twelve 12-hour shifts in a row, then getting 16 days off, which is ideal for jetting off to a new corner of the world every month.
I’ve continued my education, earned my master’s in clinical informatics, and started consulting on electronic healthcare records across the U.S. I often worked long hours and contracts for three to six months, then got a similar period of bench time, which is perfect for more travel!
I really fell into the industry somewhat accidentally. One day, I woke up and told my partner I wanted to go to Antarctica. I posted the idea on social media, formed a small group, and before I knew it, I was working as an advisor for Scott & Thomas. About a year later, I was in Antarctica with 55 people!
Today, I have traveled to more than 115 countries across all seven continents. I’ve spent more than a month in over 40 of those countries, traveled to many destinations multiple times, completed more than 20 expedition and small-ship luxury cruises in the past four years alone and have been on seven safaris across six countries.
How did you build your business?
I built my business by combining firsthand travel experience with specialization, relationships and responsiveness. Rather than trying to be everything to everyone, I developed particular expertise in expedition travel, luxury cruising, remote destinations, safaris and complex international itineraries. I work with clients traveling everywhere from Antarctica and the Arctic to Africa, the Galapagos, Europe, Asia, South America and the South Pacific.
I make a point of regularly meeting with representatives from cruise lines, tour operators, destination management companies (DMCs) and hotel companies. I have strong relationships with companies such as Seabourn, Lindblad Expeditions, Silversea, Explora Journeys, Aurora Expeditions, Swan Hellenic, Scenic, Emerald Cruises and many others.
I attend trade shows, conferences, supplier meetings and industry events because those relationships are incredibly important when I need to help a client. They give me access to people and resources that aren’t always available to the general public
I am also part of Scott & Thomas Travel, a Virtuoso agency, which is one of the world’s most respected luxury travel networks, and both agencies and preferred partners are carefully vetted. Virtuoso has allowed me to build relationships around the world and provide clients with additional amenities, exclusive promotions, and support.
What characteristics make you a successful advisor?
My background as an emergency room nurse has probably influenced how I work more than anything else. In emergency medicine, you learn to pay attention to details, communicate clearly, prioritize quickly and respond when something isn’t going right. You also learn that documentation matters. I bring those same skills into my travel business.
Travel can be a major investment, and whether someone is booking a weekend getaway or a six-figure expedition, I understand the experience matters, and guests want quick responses and personalized service. When things go wrong, I draw on my vendor contacts to escalate and resolve.
I’m also honest. I will tell a client when I don’t think a product, ship, hotel or itinerary is right for them. My goal isn’t simply to make a booking; it’s to make sure the client is having the right experience.
Finally, I am persistent. Travel doesn’t always go as planned. Flights are canceled. Ships have mechanical issues. Suppliers make mistakes. When that happens, I want my clients to know they have someone in their corner who understands the industry and knows who to call.
What have been your greatest challenges?
One of my biggest challenges has been helping clients understand the value of a travel advisor in an era when people believe they can book everything online.
Anyone can book a hotel, cruise or flight online. But the real value of an advisor often becomes apparent when something goes wrong or when a traveler wants to make sure they are truly getting the right product and the best possible value.
Another challenge is that travel is an industry where so much is outside of our control. I can plan an incredible itinerary, but I can’t control the weather, an airline delay, a ship’s mechanical issue, a labor strike or an unexpected operational problem halfway around the world.
My job is often about managing those situations, communicating honestly, finding solutions and advocating for my clients. I may not always be able to change what happened, but I can make sure my clients aren’t trying to navigate a complicated situation alone.
Balancing travel with running a business has also been a challenge. I travel between four and seven months a year to visit destinations, experience new products, attend industry events, and travel with clients.
What are your greatest accomplishments?
Professionally, one of my greatest accomplishments has been building a successful business in just five years.
I am proud to have become one of Virtuoso’s top producers in both cruise and adventure travel, and in 2026 I will reach Icon status, placing me among the top 1 percent of the network’s advisors for cruise sales with preferred partners.
I am also proud of the relationships Ihave built throughout the industry. I have built direct connections with people at the headquarters of many major travel brands and regularly meet with suppliers to strengthen those partnerships. Those relationships have become incredibly valuable for my clients.
What tips can you provide advisors new to the industry?
Find your niche. You don’t have to sell everything to everyone. Specialization is one of the best ways to build a successful business. Find the destinations, products or types of travel that genuinely excite you and become an expert.
Travel when you can, but with a purpose. Experience hotels, ships, tours, transportation and destinations as your clients would. Take notes and pay attention to what makes one experience different from another.
Your relationships with suppliers, BDMs and other advisors are incredibly important. Attend industry events, schedule meetings and invest time in getting to know people. Those relationships become invaluable when you need help for a client.
Don’t underestimate the value of your network. Being part of an organization like Virtuoso gives you access to thousands of preferred partners and advisors worldwide. You don’t have to know everything. What matters is knowing where to find the right answer and having the right people to call.
If a client reaches out to you, respond. Acknowledge the request and let them know you’re working on it. Communication builds trust. Remember, you are not just selling travel; you are providing expertise, advocacy, relationships, and peace of mind.
A client can often book the same cruise, hotel or tour online. But with the right advisor, they may receive additional benefits such as complimentary breakfast, upgrades, resort or onboard credits, exclusive promotions, special experiences, and access to private pricing.
At the end of the day, success in this business isn’t about simply making a sale. It’s about building trust and creating relationships where clients know that you genuinely care about their experience and will be there before, during and after their trip.
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