Meet Travel Advisor, Heather Christoper
She talks trending destinations, the advisor revival & reminds you to vet your travel experiences.
When travel returned as we emerged from the pandemic, so did the demand for travel advisors, particularly luxury travel advisors.
In March 2023, the American Society of Travel Advisors (ASTA) released their Consumer Research Headlines report that found 50 percent of people were more likely to use a travel advisor for future trips than pre-pandemic.
As 2024 progressed, those stats continued to increase; by the end of the year, Phocuswright Research records show that the travel advisor market will exceed its 2019 value, with gross bookings to reach $141.3 billion by 2026.
“It’s a bit full circle,” says Heather Christopher, travel advisor and founder of HC Travel Firm. “When I first started in 2006, the veteran advisors said “Why did you start? This is a dying job.”
Now, the internet has made it so overwhelming that clients are flocking for professional service and life is just busier than ever—people won’t get a vacation planned without us!
Heather and I have been following each other’s adventures for awhile now and she’s always so engaged with my newsletter, often weighing in on a stimulating issue with her own thoughtful musings. I so greatly appreciate the way she approaches the industry and her unique perspective on developments in the travel space, that I realized it was time she have an issue of her own.
Below, she shares her responses to some frequently asked questions from clients, acknowledges booming destinations, and an important reminder about pre-booking research; vet your travel experiences and travel provider!
What is one of your earliest travel experiences that made you realize you wanted to make a career of it?
I didn’t start because of a specific travel experience but because my father passed away due to cancer. He loved to travel and was the driver behind our family vacations. I was exposed to travel agents because we used one. I had a dream in March of 2005, about a month prior to my dad’s passing, that if I didn’t find a way to join the travel industry, I would never travel again. I literally woke up and started researching my options to become a travel agent. 18 years later, I haven’t found another use of my skill set!
What is one of the most popular destinations you're currently sending clients to?
Portugal — it is literally perfect for every traveler.
Have kids? They love them!
Nervous about language barriers and a newbie Euro-traveler? They are welcoming!
Want to be super active? Portugal has bikes, hikes and water, so you’re only bored by choice.
Need all the thousand year old churches? She’s got you!
Want the best meals and wine? Done!
I’d be remiss if I didn’t mention the rising interest in multi-generational travel in general but specifically for Africa; I cannot think of a better family experience!
What is an FAQ from clients that could be useful to fellow travelers?
Understand what you are traveling for. Do you need ultimate relaxation and comfort and cannot bear to be inconvenienced? Then be prepared to pay for that experience.
You are sick of everything around you and need some culture infusion? Then be prepared mentally for that feeling.
Also: Travel can be hard, even when we do everything to prevent that, it’s okay. Accept that the first day of travel is never glorious; we always try to mentally prepare everyone that it’ll be worth it though. That first view of the city or the ocean, that first sip of something other than water… ahhh let that day of travel float away.
When it comes to someone planning their own trip, what do you think is a detail they often overlook that an advisor wouldn't?
All of it? Haha.
We have the ability to do a few things:
1. see the bigger picture without emotion attached
2. understand nuances of every country/city in the world, whether it’s because we know it from firsthand experience or because we know the people in the destination.
Every client tells us, “I want an authentic, local experience” and that is what a good advisor can provide these days. We work with the local people; the folks who were raised there and now work in travel, and do not have marketing budgets to rank in your Google search.
Is there a trend in the industry that you're watching emerge at the moment? What are your thoughts on it?
The trend that everyone can be a travel advisor: It’s terrifying to me that thousands of people are suddenly travel advisors, and that consumers are handing their money over to them without a deeper thought. Their $20,000 vacation is in the hands of a novice and the consumer has no idea what their backing is. We’ve seen ‘advisors’ just leave the industry and their host agency is left trying to clean up the mess.
On that note, how has your agency evolved since you established it to always have your finger on the pulse?
I spend at least 10 minutes a day reading travel and hospitality news to stay on top of trends and upcoming changes. We pivot constantly; there is no static in this business. Our process is tried and true, but even that requires taking stock all the time if something is no longer serving our clients. I think this a good time to point out the difference between someone DIYing a trip versus hiring a professional; the average traveler doesn’t have the time nor the context of the backend of the industry to keep on top of what’s changing.
Where can we find you when you're not traveling?
We just moved from Gettysburg, PA to Williamsburg, VA so we’re very much in the process of finding our new favorite spots but here’s what we love so far:
Precarious Brewing in Colonial Williamsburg has great beer, rosé on tap and tacos!
Frothy Moon Brew for coffee or beer and it’s also a great space for families. Pro tip: This is in Jamestown so post-Jamestown touring go here!
1607 Coffee Company is where you’ll find me grabbing my daily half-caf, nonfat iced latte and a BOMB gluten free bagel sandwich.
Recent work:
Whisky fan and heading to Japan? Stay at this hotel.
Looking for a new personal item to travel with? Trust these recs from flight attendants.
Looking to step up your charcuterie board this season? Chefs share their tips.
XO,