Even with the drumbeat of economic uncertainty growing louder, luxury travel advisors are staying firmly in the cautious optimism camp for 2025.
Top agency leaders convened this week at Luxury Travel Advisor’s Ultra Summit and shared insights on client trends, advisor training, AI’s growing influence, and strategies to stay resilient in a volatile world.
The mood was clear: Strong early momentum, some soft spots around spring holidays, but an overall confident outlook.
“There’s a lot of anxiety, but there’s also a tremendous amount of opportunity,” First in Service CEO Fernando Gonzalez said. “Now’s the time to be more strategic about your bottom line—not just what you’re selling, but what you’re actually earning.”
“People are craving those one-of-a-kind moments,” Kimberly Floyd, a luxury travel advisor with FROSCH added. “We’re leaning heavily into that.”
As clients demand more personalized, relationship-driven service, agencies are doubling down on advisor training, but the focus today looks different than it did even five years ago.
For Floyd, it’s all about soft skills: emotional intelligence, storytelling, and forming authentic client bonds from the first interaction.
“[Luxury] is about painting the picture for the client [and] putting them virtually on that trip,” she added.
Gonzalez described a return to basics like investing in traditional training on systems and supplier partnerships, paired with monthly master classes on social media and best practices. His firm also rolled out in-person roundtables to share knowledge among advisors.
“There’s so much talent within our own community,” he said. “You learn so much just from how differently everyone approaches things.”
Mentorship is also front and center, with veteran advisors coaching newcomers.
“[Senior advisors] have so much institutional knowledge to pass down,” Floyd added. “It’s invaluable.”
Using AI—and Using It Smartly
When it came to artificial intelligence, the group was bullish but practical (a theme shared throughout ULTRA). Rather than fearing AI’s disruption, advisors are actively finding ways to integrate it to enhance service and efficiency.
Amanda Kilmak, president and co-owner of Largay Travel, shared how AI is now used to personalize client communications by creating podcasts, videos, and even avatar-generated training materials tailored to each client’s preferences.
“[Clients] don’t want a long email if they prefer to listen to a podcast on their commute,” she said. “It’s about meeting them where they are.”
Gonzalez emphasized AI’s operational benefits, especially on tedious mid-office tasks like duty of care updates and documentation.
“If we can automate the administrative work, advisors have more time to focus on relationships,” he said.
There was wide agreement that while AI can streamline operations, it will never replace the human touch luxury clients expect, especially with ultra-high-net-worth travelers.
Winning (and Keeping) the UHNW Traveler
When it comes to attracting ultra-high-net-worth (UHNW) clients, the advice was unanimous: Focus, know the client’s world, and execute flawlessly.
“You have to know what events are happening around the world, from Formula One to wine harvests, so you can anticipate their interests before they even ask,” Gonzalez said. “Connections matter more than anything.”
That attention to detail, combined with true empathy, is what builds long-term trust.
“Clients need to know you genuinely care,” Kilmak said. “When something goes wrong, they remember who answered the phone and made it right.”
Word of mouth remains the only marketing that matters for this elite group.
“[UHNW clients] are careful with referrals because their reputation is on the line,” Floyd said. “It’s a long game.”
Bracing for Uncertainty, Building for Opportunity
While acknowledging the backdrop of economic and geopolitical uncertainty, the panelists emphasized that adaptability has always been a survival skill in travel.
“We’re in the business of uncertainty,” Kilmak noted of past disruptions from Zika to Y2K to COVID-19.
The key to success? Prudent cost management, proactive client engagement, and continuous education.
Floyd advised advisors to deepen their destination knowledge, including local “staycation” options that may appeal during times of hesitancy.
And amid all the noise, the luxury sector continues to expand. Gonzalez pointed to the robust global pipeline of new hotels, cruise lines, and experiences launching through 2028.
“There’s more luxury product in development than ever before,” he added. “Focus on what’s coming, create your blueprint, and manifest success.”
As for top travel trends? Experiential travel, solo journeys, luxury train trips, and emerging destinations like Saudi Arabia, the Philippines, Albania, and parts of Latin America are all gaining momentum.
“Ultra-high-net-worth travelers will keep traveling—no matter what,” Floyd said, closing on a high note.
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