In an era of click-to-book convenience, it’s easy to forget that great travel is rarely found in a confirmation email. Today’s travelers are savvier, and more overwhelmed, than ever. An internet search might yield thousands of “top 10” lists and travel hacks, but none of it replaces what a sharp, well-connected travel advisor brings to the table.
“Anyone can book a flight,” says Robyn Cohen, travel advisor and marketing manager at Travel 100 in Northbrook. “But a great travel advisor turns trips into stories you’ll tell for years. We belong to elite global networks and spend our days building relationships – with hoteliers, tour operators, and local guides.”
Cohen, known for her discerning eye and obsession with the details, has made a career out of transforming itineraries into curated escapes. Here she shares five advantages of working with an advisor.
1. Insider access, not just information
It’s not about knowing the name of a five-star resort—it’s about having the general manager’s cell number. Top advisors cultivate relationships with hotels, tour operators, chefs and guides.
These aren’t transactional contacts; they’re allies. The result? Upgraded rooms, personal touches and quiet luxuries no algorithm can arrange.
2. Upgrades that actually matter
Sure, anyone can book a deluxe suite. But advisors unlock perks: complimentary breakfasts, guaranteed upgrades, late checkouts and resort credits—often at the same price you’d find online. The difference lies in the value—less flashy, more lasting.
3. Destination knowledge with depth
There’s knowing where to go, and then there’s knowing when to go, who to book and what to skip. A seasoned advisor has been there—or knows someone who has. They know which Amalfi town has better sunsets or which safari lodge gets the best morning light. They’ve seen the itinerary gaps you don’t even realize are there.
4. Personalization over algorithms
Great travel isn’t copy-and-pasted. The best advisors begin by listening. Maybe you want
Michelin-star dining one night, tacos on the beach the next. Algorithms offer options; advisors shape experiences around you.
5. A human safety net
When things go wrong—and they sometimes do—having someone to call is everything. Flight canceled? Hotel overbooked? An advisor doesn’t panic; they pivot. It’s not just about getting there—it’s about coming back restored.
Ultimately, “a travel advisor doesn’t just book trips,” says Cohen. We “engineer the moments in between.”