For Gen Zers just starting out, choosing a career as a travel advisor can be tremendously exciting, but there’s much to be learned on the business side if your goal is to become a true success.
We scoped out a series of great tips and insights from luxury agency owners and thriving advisors about what they would tell a Gen Z newbie who is just entering the business.
“I love that a new generation is discovering this career. I was the newcomer chasing the dream once too, and I completely understand the appeal,” Jonathan Alder of Jonathan’s Travels tells Travel Pulse. “That said, after 16 years and more than 30,000 trips planned, I've watched far too many people walk in sold on a fantasy.”
His first piece of advice (or perhaps caution)? The job is much more challenging than it looks on Instagram.
“The private jets, the beautiful hotels and the fam trips are the parts everyone sees, but the real work is the research, the complicated logistics, the problem-solving, and being the person who picks up the phone at 2 a.m. when something goes wrong. That's what clients are actually paying for,” says Alder.
He also cautions that being mindful of a client’s privacy is everything in luxury travel.
“Social media can sell you, but your clients aren't content,” says Alder. “Gen Z advisors are genuinely winning business on TikTok, and I think that's fantastic, but at the top of the market, discretion and privacy are everything. Use social to build your brand, but don't assume you can use your clients to help you do it.”
Alder insists that you truly have to know the globe, from geography and seasonality to hotels, airlines, and how a destination really works on the ground.
“When someone is trusting you with real money and limited vacation time, there’s simply no faking that knowledge,” he says.
Loving travel is only the starting point of a career in travel. Being a successful luxury travel advisor means you need to put the time in to cultivating a strong relationship with clients by listening and understanding what they are looking for. It’s about earning their trust and ultimately, turning that trust into a lasting relationship, he says.
“The best advisors aren’t just planning one great trip; they’re getting to know their clients over time, anticipating what they’ll want next and becoming that someone they’ll return to year after year,” says Alder.
Develop Your Network
Hannah Miles, a luxury travel specialist with Cadence, also takes a cautionary view of social media when building your business.
"Don’t be afraid to be old-school. This might be controversial, but you don’t need social media to be successful,” says Miles.
Social media can be a great addition in so many ways to an established business, but it’s not going to land bookings in your inbox as a new advisor, she says. Instead, your focus should be on building relationships.
“Most people still find an advisor from a word-of-mouth referral within their own network. You need to figure out how to break into that network. If you are someone like me, who didn’t have a potential client pool from family and friends, then you might need to get a bit creative,” Miles tells Travel Pulse.
Her advice? “Find a mentor; a seasoned advisor who wants to share their knowledge, uplift the next generation, and maybe pass on a client or two.”
But while you’re at it, be sure you’re a good mentee, says Miles.
“Show up hungry, be willing to learn, and make yourself valuable. Building your own business takes time, and it’s definitely not easy, but the success will come, and it will be worth it,” she says.
Seek Structure
Tracy Anderson, director of leisure for TravelStore agrees 100 percent with the idea of finding a knowledgeable and experienced person to teach you the ropes.
“My best advice for a Gen Z advisor new to the industry is to join an established agency that offers a mentorship program starting as an administrative assistant to a high-producing advisor,” says Anderson. “This way, they will learn how to build relationships by offering exemplary customer service, learn the tools of the trade, and learn about destinations and products.”
The relationship could be mutually beneficial if the Gen Z advisor is adept at social media and able to help the advisor with marketing, she notes.
New advisors should also take as many fam opportunities as they can (or are allowed to) to experience a product and destination firsthand. “Then write about it, share it, and document it everywhere to let the public know that they can offer unique experiences,” says Anderson.
Speak in Real Life
Jay Johnson, CEO & President of Coastline Travel Group agrees that one should never be afraid to learn from experienced advisors.
“Don’t go it alone,” he tells Travel Pulse. “When planning a trip to an unfamiliar destination, a DMC or hotel concierge can be a valuable resource, but another advisor’s firsthand experience adds a different perspective.”
Johnson also suggests asking experienced advisors what has worked well for their clients and to then use that insight to fine-tune a client proposal before sending it.
One of the pitfalls he sees Gen Zers falling into frequently is depending only on texts and emails to communicate with clients.
“Clients are coming to you because you are not a machine, so reinforce that human touch as much as possible,” says Johnson, who says it’s very important to speak with clients in person if possible or at least by phone or Zoom.
Get to know clients on a personal level and listen to them so you understand their likes and dislikes, he says, and be sure to ask for their feedback after they travel.
“If it’s bad, don’t be defensive. Learn from it,” says Johnson.
His secret sauce to building a successful business can be summed up in one word. Relationships.
“Take the time to get to know your hotel partners, DMCs, suppliers and colleagues, because those relationships ultimately translate into better experiences for your clients…and know they are all rooting for you to succeed,” says Johnson, who also recommends taking as many training seminars in person as possible.
“Attend the various trade shows and build those relationships that will last a lifetime,” he says.
Lastly, see the world and to make the most of every trip through site inspections, guided tours, independent exploration, and sampling different restaurants for lunch and dinner. “The more you experience firsthand, the more confidently you can match the right experiences to your clients,” says Johnson.
Don’t Be Shy
Like Johnson, Mia Cutri of Mia C Travel, an independent affiliate of Cadence,believes that the art of communication is one of the most valuable skills Gen Z advisors can learn as they enter the industry.
“While technology, social media, and digital tools are incredibly useful for building your business, nothing replaces genuine, personal communication with your clients,” says Cutri.
“Understand what motivates them to travel and what will make their experience truly memorable,” says Cutri. “Strong communication builds trust, and trust is what turns a first-time client into a loyal, long-term client.”
The same goes for communicating with suppliers and maintaining active relationships with them, which can lead to better support, insider knowledge, personalized experiences, and opportunities that can make a real difference for your clients.
“Don’t be afraid to introduce yourself, ask questions and attend industry events. In an industry built around relationships, staying connected is one of the greatest advantages a new advisor can have,” says Cutri.
Parting Thoughts
Florence Brethome, general manager of TravelStore in Palos Verdes, CA, sums it all up beautifully.
“Welcome the advice of your experienced mentors. Think wiser, not older. They know better and want to help you. AI won’t care for your future success as much as they will. Be humble and curious!”
And here are her eight top-level tips for being a successful Gen Z advisor:
- Work with maps; good ones that respect proportional distances.
- Do not think with your own wallet.
- Practice asking open questions only.
- Memorize weather patterns.
- Memorize the top three attractions of every important country.
- Learn where one can fly nonstop from your city.
- Care for your clients.
- Have fun, be thorough, and ask for the business!
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