NEWS


As I write this, I am sitting on the veranda of a magnificent palace hotel in India. The


morning is peaceful, the service effortless, the hospitality instinctive – never scripted, never forced, simply a natural expression of genuine care. It is a reminder of why luxury travel leaves such a lasting impression. Yet reflecting on the exceptional standards


Gemma Antrobus OWNER, HASLEMERE TRAVEL, AND CHAIR, AITO AGENTS


The greatest luxury we can offer clients is confidence


around me, I find myself thinking less about the hotel and more about our own profession. Luxury has traditionally been measured by opulent surroundings, impeccable service and extraordinary experiences, and these remain essential. But I believe the greatest luxury we offer clients today is something less tangible: confidence. Today’s discerning traveller has endless


inspiration at their fingertips. Social media showcases spectacular destinations instantly, AI can generate detailed itineraries within seconds, and booking platforms promise endless choice. Yet many high- end travellers are turning back to experienced professionals, recognising the value of informed judgement over information alone. Luxury has evolved


celebrating a milestone? Seeking complete privacy? Travelling with three generations of family? These conversations allow us to curate journeys rather than merely assemble itineraries. As travel designers, our greatest asset has never


been our booking systems – it has always been our relationships and our people. Relationships with clients enable us to anticipate needs before they arise; relationships with trusted suppliers let us resolve issues quickly and unlock experiences rarely visible to the wider market.


Trust can’t be replicated That trust cannot be replicated by an algorithm. Of course, AI will continue to influence our industry, already offering remarkable efficiencies, from itinerary inspiration to administrative support. Used wisely, these tools can free travel designers to spend less time on process and more time doing what humans do best: listening, interpreting and advising. But while technology can


“Clients don’t want


beyond the transaction. It is about knowing every recommendation has been considered, every supplier personally vetted and every detail planned by someone whose expertise extends beyond what can be found online. Perhaps this is where our profession has never been more relevant.


hundreds of options – MXVW RQH WKDW UHƏOHFWV their preferences, priorities and expectations”


provide answers, experience provides judgement. When a client asks whether one island in the Maldives feels more intimate than another, or whether a connecting flight allows enough time during peak season, they are rarely seeking facts alone. They are asking for confidence about a decision that may represent a significant financial and even emotional investment.


That confidence is earned through years of


Time is precious In recent years, our industry has navigated extraordinary challenges – global disruption, changing entry requirements and an increasingly complex travel landscape – reminding travellers that a holiday is rarely just about making a booking; it is about having someone in their corner when circumstances change. For affluent clients, time is often the most precious


luxury. They do not want hundreds of options, they want the right one – a recommendation that reflects their preferences, priorities and expectations. We can nurture a client’s confidence by asking


better questions. Understanding how a client likes to travel often reveals far more than simply establishing where they wish to go. Are they


12 13 AUGUST 2026


experience, continuous learning and an unwavering commitment to understanding both destinations and people. Perhaps this is why luxury travel continues to resist commoditisation: products can be compared, but genuine expertise cannot. As travel designers, we become custodians of


our clients’ most precious moments – honeymoons, anniversaries and once-in-a-lifetime adventures. Our role is to ensure clients travel with excitement and anticipation rather than uncertainty and anxiety. In a world where anyone can make a booking,


the travel professionals who thrive are those who do something more meaningful. They sell confidence. There is nothing more valuable than that.


Read more columns by Gemma Antrobus: travelweekly.co.uk/comment


travelweekly.co.uk


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