What a Travel Advisor Truly Does and Why You Should Consider One

In today's world, planning trips can feel like a full-time job: booking flights, perfecting itineraries, and reserving the best restaurants and hotel suites. Fortunately, this is a full-time role for many skilled professionals who will handle all the planning and reservations for you.

There are thousands of travel advisors worldwide who specialize in nearly every destination and type of journey. Their services are increasingly sought after as travelers look for authentic, meaningful, and responsible experiences amid concerns about overtourism, travel disruptions, and environmental impact.

But what value can travel advisors provide in this interconnected era, where you can instantly message anyone or any company worldwide, and countless startups are substituting personal interactions with AI-generated responses? They offer substantial value.

More Than Just Logistics

Today, the term “travel advisor” typically refers to what was once known as a travel agent—a generalist located in your home country who can organize an itinerary almost anywhere through local providers they know globally. However, it’s also beneficial to expand your understanding of trip planners to include destination experts—local providers who create and manage trips exclusively within their region and often interact directly with travelers. Regardless of the type of travel planner you choose, there are numerous advantages to be gained, extending beyond just booking flights and accommodations. They can grant you access to a VIP realm of exclusive reservations, unique experiences, and special perks.

“The best ones possess an in-depth knowledge of the destination and have the connections to make things happen that you might think are out of reach,” says travel journalist and industry expert Wendy Perrin, who keeps a “Wow List” of highly-rated planners and matches travelers with the right professionals for their needs.

Her website, WendyPerrin.com, is filled with comprehensive reviews from travelers who have utilized the experts on her list. For instance, Jeannie Mullen, who serves on the board of a professional theater company in her hometown of Highlands, North Carolina, was connected with Jan Sortland of Norwegian Adventures. He arranged for Mullen to meet his actress sister-in-law for coffee, followed by a backstage tour of Oslo’s National Theatre, and even included storytelling with a reindeer herder and four nights of northern lights viewing.

Advisors can also unlock valuable perks such as hotel credits for complimentary breakfasts and late checkouts. These benefits “can be worth hundreds of dollars, depending on the accommodations, without needing to navigate the points and rewards system,” states Josh Bush, the CEO of family-owned travel advisor group Avenue Two Travel. Other advisors might also have access to cruise credits and cabin upgrades.

When Things Go Wrong

Advisors can also be invaluable during your travels. They maintain a vast support network on the ground to “help avoid the pitfalls that can derail a trip,” says Perrin.

Amina Dearmon, founder of Perspectives Travel, recalls an instance when some of her clients were departing from the Caribbean nation of Dominica. Their Friday flight home was canceled due to severe weather, and they were informed at the airport that the next available flight would be on Tuesday. Using her expertise and connections, Dearmon secured them a flight for the next morning and arranged a shuttle back to their villa for an extra night. Would you want to handle all that yourself at the end of a vacation?

When Dinogo’s executive editor, Billie Cohen, arrived in Beijing suffering from food poisoning, Mei Zhang of Wild China (the destination expert who organized Cohen’s two-week trip) was ready to assist. “Mei was on the phone with my driver as soon as I landed . . . and was prepared to take me to the doctor if necessary,” Cohen says. “It was comforting to have someone watching out for me, who also spoke the language.”

William Kiburz, vice president of Coronet Travel, took his assistance a step further when a client faced a health emergency while visiting Christmas markets in Europe. Kiburz had arranged a comprehensive insurance policy that enabled the traveler to undergo surgery in a German hospital, and he then helped with the claims process to cover the medical expenses.

Unexpected Benefits

Partnering with the right professional can enhance your travel experiences in ways you might not expect. Approach your journey with an open mind, and they’ll expand it even more. Perrin frequently advocates for exploring new options—like choosing Panama over Costa Rica, or considering Sri Lanka (which “many people overlook”).

Bush concurs: “Advisors can redirect clients to alternative destinations by uncovering the ‘why’ behind their preferences and identifying similarly remarkable locations with those qualities and interests. They can also suggest the best times to visit when it’s less crowded.”

In fact, in popular destinations, advisors can help mitigate the issue of overtourism. For cruises on Egypt’s Nile River, Jim Berkeley, founder and CEO of Destinations & Adventures International, introduces travelers to small, semi-private dahabiya houseboats, which can dock at ports inaccessible to larger ships, allowing guests to explore less crowded sites off the beaten path.

Advisors play a crucial role in ensuring that trips are sustainable—a growing priority for many travelers—by carefully evaluating suppliers and partners. The team at Avenue Two Travel, a certified B Corp, dedicates time to researching activities and in-country companies, assessing them firsthand, and engaging in open discussions, according to Bush. They then offer travelers options to minimize their environmental impact, contribute to local communities, and participate in philanthropic efforts. “An advisor alleviates the client’s concerns about sustainability by managing it on their behalf,” he notes.

How to Choose the Right Advisor

Avoid relying solely on Google to find a great advisor. Start by exploring consortia. The Virtuoso group comprises around 20,000 travel advisors and over 1,800 travel companies; membership requires an invitation and adherence to specific standards regarding business practices, philosophy, and culture. Another option is the Signature Travel Network, established in 1956. The Dinogo Travel Advisory Council is a select group of just 14 experts in experiential travel, including Kiburz and Bush. SmartFlyer (whose CEO, Michael Holtz, is also part of the Dinogo Travel Advisory Council) operates with in-house advisors and more than 250 independent affiliates, one of which is Dearmon’s agency, Perspectives Travel.

The cost of hiring an advisor can vary. Perrin mentions that the fee is typically charged as a deposit for the trip or as an additional expense.

Alternatively, you might consider joining a membership-based travel agency like Indagare. For approximately $3,000 a year, members enjoy unlimited personalized itinerary planning, access to a dedicated “trip designer,” and various other benefits.

According to Bush, an excellent advisor is not only well-connected and well-traveled but also committed to continuous learning. He suggests looking for an advisor located near you for face-to-face interactions. If that's not possible, Perrin recommends starting with at least a phone or video call to initiate the planning process. "It's crucial to find an advisor you resonate with and enjoy collaborating with," Bush emphasizes, highlighting that effective partnerships can endure for years, even generations. "The objective is to discover someone who truly understands your travel preferences and communication style."