We sat down with Rodney George, Founder of Luxe Travel Consultants, to learn more about him and his team, and their specialized, high-end approach to travel consultancy, planning, and client service. Here's what we learned and thought you should know too:
Q. Rodney, you spent over 25 years as a high-net-worth investment specialist before founding Luxe Travel Consultants. What inspired this significant career shift, and how has your financial background influenced your approach to luxury travel planning?
A. After a successful career in finance, coupled with the 2008 recession, I decided it was then time to cash in the chips and move on to my next opportunity. I had traveled all over the world, so my friend suggested I consider travel planning, as he and other friends were always asking me for advice and tips. It was at this time, that I met Theresa Perez who worked for AAA Travel. We partnered together and added 6-8 associates to our team since then.
What I wanted to bring to the table was a concierge-level of service for discerning clients; much like I and my team had provided high-net worth clients in the investment management space. I learned what affluent customers want from an investment advisory and I parlayed it into this line of business. Sophisticated customers like to do business with people they know, like, and trust. We try to turn that like into love.
Q. What specific needs or gaps in the luxury travel market did you observe that led to the creation of Luxe Travel Consultants?
A. The biggest factor is when working with high net worth individuals, one must come with a mindset and approach to operate from a consultative perspective. It is essential to spend time with each client and understand their expectations. I ask most of my clients upfront, ‘if we were meeting here a year from now, what would have to happen for you to be 100% pleased?’.
What might be the expectations of one client, can be totally different of another; and sometimes, these variances hold in the same groups who want to travel together. For example, we plan a lot of multi-generational trips (sometime for families up to 10-20 people) - what might be the desires of 75 year old grandparents will obviously be different to the needs of their 45 year old children and their 5-15 year old grandchildren. Being a grandparent myself, I understand this.
Sometimes, we are planning solo trips too - for divorcees, widows, or people whose significant other doesn't want to travel as much. Many cruise lines are now looking to accommodate these individuals specifically, and we are experts in this; on both sea and land.
Also, when we're talking about high-end travel, what constitutes luxury for one person, may be different for another. We really look to dive in and understand what luxury means to each client.
This is why 1) every trip we plan is very customized and accommodating, and 2) we have a Client Service Team in place who make sure the trips we plan - from airfare to excursions to transfers - are executed with precision.
Q. To that end, how does your team specifically look to tailor travel experiences to meet the unique desires and expectations of each client?
A. Even with something as simple as a cruise, we look to tailor welcome drinks, we ensure the butler knows who they are, etc. Many ships have a GM or Hotel Manager, and we make sure our clients receive first class service with special touches. On land, everything becomes highly personalized. For example, at the Louvre, our clients use the side entrance and receive the VIP tour. Our customers can expect to always be exploring and enjoying; not waiting in unnecessary lines and dealing with hassles. We are able to achieve this by the incredible relationships we have struck in the industry - both direct and indirect.
Q. Since its inception, how has Luxe Travel Consultants evolved in terms of services offered and clientele served?
A. Probably the biggest change and aha moment was when we became affiliated with the Cruise Planners franchise. Most Cruise Planner franchise owners are home-based, but as we're a brick and mortar, it's even more essential that we have the proper operational and systems support so that we can focus on what we do best: consulting our clients. Cruise Planners has been around for 30 years and the back office support they bring to the table is unmatched.
The next significant shift was when the AMEX travel affiliate program folded, and we partnered with Signature Travel Network. Their exclusive access to hotels, resorts, cruises, and destination specialists is incredible worldwide. They also provide technology solutions, marketing tools, and training resources to help members grow their businesses and build client relationships.
Q. Could you share an example of a particularly memorable or unique trip your team has planned for a client?
A. We had a family of 12 and they wanted to charter a yacht in the Greek Isles. We created a custom trip for them from Athens to Mykonos to Santorini to Crete. The matriarch of the family was skeptical at first because there were many different generations involved, different personalities to please, and they wanted to see and do a lot. She ended up being beyond pleased - so pleased that they immediately planned another trip the following year to Northern Europe.
Q. Let's talk about your podcast a bit. What motivated you to start “The Luxury Travelers Podcast,” and what do you hope listeners gain from it?
A. Not many in travel planning have a podcast. We have done 40 episodes so far, interviewing the powers that be of the travel industry. It's been great for both us and our clients, as we've forged major relationships with power players in the travel industry, stemming from these interviews. This has led to us being involved in testing opportunities for clients before many other travel planners get the opportunity. For example, we've been invited on an upcoming luxury yacht venture out of Venice accommodating only 100 people. I see this as being akin to conducting due diligence in financial services. How can we recommend something to our clients if we haven't experienced it and believe it's top-notch ourselves?
It's also been great from a marketing perspective, as people want to hear all about firsthand travel accounts - our podcast allows us to achieve this, as people listen to the content on our website, Facebook, and via email. Some of our clients have contacted us wanting to be involved and give their opinions, reviews, and tips too!
Q. Based on your podcast discussions, what emerging trends do you see shaping the future of luxury travel?
A. The more sophisticated traveler wants more intimacy, specialty and fine dining, upscale wines, private excursions, and new or off-the-beaten path experiences. They are also looking for more immersive experiences. For example, we are currently working with a global private jet travel company to put together a really high-end golf trip around the world. For the non-golfers on that trip, we will ensure each place we go has spas, wine, hiking trails, shopping, dining, and cultural excursions that appeal to them.
Q. Can you tell us about future collaborations with Rebeca Maddox and your joint venture, The Maddox Travel Club? As well as your newly forged relationship with Cuvée Wine Travel?
A. We currently plan a lot of country club, yacht club, and golf club travel, so this experience allows us to be a great partner for a private members' club like The Maddox. We will be working with them to plan trips with master sommeliers, James Beard Award chefs, and more.
Carol, who owns Cuvée Wine Travel, will be an Independent with us, and lead wine travel, bringing with her a breadth of knowledge and experience being a professional sommelier and tour operator.
We are beyond excited about both partnerships!
Q. What are the goals for Luxe Travel Consultants in the next 5 years?
A. We're focused on continued upward trajectory - providing our clients authentic, intimate, experiential, first class travel - always.
"We're focused on continued upward trajectory - providing our clients authentic, intimate, experiential, first class travel - always."
"Our clients can expect to always be exploring and enjoying."