Luxury travel still carries an aura of exclusivity, but behind the scenes it has been quietly reshaped into something more human, more flexible, and frankly more welcoming. Travelers today are still willing to invest in premium experiences, yet many of them are stepping into the luxury space for the first time, guided less by formality and excess and more by the desire for thoughtful details, personal attention, and confidence that their money is being spent well. That shift has not only changed how luxury trips are designed, it has opened the door to a growing and surprisingly accessible career path: travel advising.
Instead of marble lobbies and rigid expectations, modern luxury revolves around personalization and trust. Clients want to feel looked after, not overwhelmed, and they increasingly turn to experts who can translate their aspirations into meaningful experiences. “Luxury today is less about formality and more about personalization,” says Kurtis Haring, owner of Sojoura Travel in San Francisco and a travel advisor member of Nexion Travel Group. “Clients want to feel confident and cared for. That’s where advisors come in.” It’s a telling statement, because it captures how luxury has shifted from spectacle to service, from show to substance.
This evolution is clearly visible inside Nexion Travel Group itself, which supports independent travel advisors across the U.S. and Canada. While the company has a strong cohort of advisors whose businesses focus squarely on traditional luxury travel, it is equally seeing a surge of advisors weaving higher-end experiences into broader offerings. According to Nexion, mid- to high-end bookings have climbed over the past year, driven by interest in boutique hotels, tailored itineraries, and upgrades that deliver real value rather than empty prestige. Much of that momentum comes from clients new to luxury travel, people who rely heavily on advisors to help them navigate options, avoid costly missteps, and spend wisely instead of extravagantly.
As demand changes, so does the profession itself. Travel advising is increasingly attracting people looking for flexible, relationship-driven work, especially professionals considering a second act or an entrepreneurial path built around service rather than scale at all costs. “We’re seeing strong interest from people who want to build businesses around helping others,” says Jackie Friedman, CTIE, VTA, President of Nexion Travel Group. “You don’t need to come from a traditional luxury background. With the right training and support, advisors can grow into this space and build very successful businesses.” There’s something quietly reassuring in that idea, the notion that expertise can be learned and refined, and that empathy and organization matter as much as insider access.
The broader labor data backs this up. According to the U.S. Bureau of Labor Statistics, employment of travel advisors is projected to grow steadily over the next decade, fueled by demand for customized, experience-led travel. Nexion reports a 20% increase in interest in becoming a travel advisor over the past year alone, particularly among people exploring flexible work models or purpose-driven careers that still offer room to grow. It’s less about selling trips in bulk and more about building long-term relationships, one itinerary at a time.
To support advisors wherever they are on that journey, Nexion has built an ecosystem of education, mentoring, and collaboration designed to demystify luxury travel and make it attainable as a business focus. Programs like Leap Into Luxury help advisors move up-market with confidence, while the annual Luxury Sales Summit, taking place this November in Santa Fe, creates space for advisors to connect directly with luxury suppliers and industry experts. The emphasis is practical rather than aspirational, grounded in real conversations about value, client care, and sustainable growth.
“For many people, this is a career that grows with you,” Friedman adds. “Whether you’re new to the industry or expanding into luxury, you can build a business that reflects your strengths, your lifestyle and your clients’ needs.” That idea feels especially relevant now, as luxury travel becomes less intimidating for travelers themselves. In parallel, the profession supporting it is shedding old barriers, making room for people who may not have seen themselves in this role a decade ago.
As luxury travel becomes more approachable, so does the path into shaping it. What once looked like a closed world of insiders is turning into a space where passion for travel, careful planning, and genuine service can evolve into a meaningful, flexible career. And maybe that’s the quiet luxury of it all, not the thread count or the champagne, but the confidence that comes from being thoughtfully guided, on both sides of the journey.
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