When you see conflict and change, don’t think doom and gloom. Instead, think opportunity and prosperity. Ten years ago, that’s what we saw at Luxury Travel Advisor. The economy was still recovering from 9/11. Travel agents were being told they were not needed anymore, that the growth of technology and the Internet was going to make them obsolete. Life was not good, to say the least. Luxury travel was still around, but it was serviced by agents being all things to all people. At best, you were all calling yourselves “professionals.”
When we launched this brand we knew the first two words were going to be “Luxury Travel,” but after that how do we label you for the future? That’s when we added the term “Advisor.” It meant so much of what you had to become to prosper and grow. Ten years later, with more than 100 publisher’s columns under my belt, I can tell you I am never at a loss for words when talking about luxury travel. The reason is that I never look back and very rarely reminisce; I am not one to settle—some say I am never satisfied, as I am always looking for improvements. I would say that’s what it takes to play in such a high-service business. Meeting and exceeding expectations is the norm. Over-delivering is what luxury is built on. Raising the bar is what made you all what you are today. Here at Luxury Travel Advisor we share your passion. This work ethic and love doesn’t come easy and just happen.
I would like to thank our entire team—many of whom have been around since the beginning—for making it look easy. I always say that if you love what you do, you will never work a day in your life. So we don’t work much at Luxury Travel Advisor. Finally, the biggest inspiration for us is you, the advisor. Your letters and comments on how important this brand is to you keeps our batteries charged and geared toward the future.