Luxury travel advisor Donna Jones, owner Luxury Travel Style and Cruise MTA, has been named Virtuoso’s most admired advisor. Here she talks to Karryon about her journey from working in finance to high-flyer in the travel industry.
If humble were a person, it’d be Donna Jones.
Named Virtuoso’s most admired advisor at Virtuoso Travel Week, which recognises the ‘best in the best’, is something she’s still trying to get her head around.
“I was very, very surprised when the call came through.”
The NSW South Coast-based business owner shouldn’t be surprised. Just late last year, she was named Most Outstanding Mobile/Home-Based Travel Advisor at the National Travel Industry Awards.
But if there was ever proof hard work pays off, this is it.
A calculated start
Jones studied travel and tourism at university, but began her career in finance.
“Travel was a very hard industry to break into back then, and so I took a job in finance and I had a really good job, but my passion was always in travel, so I decided to leave and everyone said I was crazy because I was lending manager and had a very good job, but it just wasn’t for me.”
Jones realised she needed some experience behind her if she was to break into the industry, and so she did free work experience and the rest, as they say, is history.
“I was doing work experience at Harvey World Travel and that led to a job offer with them.
“Years later, I was headhunted by Travel Counsellors. They had a nice home-based business model, but I had no client base because I had been out for seven years raising children, but I took the leap and now I have a client base of 1,500 people.”
And in a full circle moment, just this week, she sent her boss in finance away on a trip that she arranged.
“She saw that I had been named most admired advisor, and she said, ‘Thank goodness you never stayed in finance, you were never happy there!’”
Jones says what she loves most about her job is that she can combine her passion with her career.
“I honestly feel so fortunate to be able to work in an industry I genuinely love.
“To me, it’s not just a job, it’s my life. It’s my family’s life too because I’m a home-based agent and have been for nearly 10 years, and so it becomes a lifestyle for all of us.”
Steps to success
Jones says there are three things in particular you need to have in order to really succeed as a travel advisor.
‘You need to start with a qualification, then get some good travel experience and experience in the industry.”
And she says you should never stop learning.
“Educate yourself and keep on educating. I redid my qualification in travel and tourism management and finished 12 months ago, and it was hard trying to combine it with running a business, but I believe education is key. We’re in an ever-changing industry.”
She also believes that you should find your niche.
“I specialise in global ski holidays, and that’s only one thing I specialise in, but if you have a niche, tap into that and don’t lose the passion, passion is everything. Without it, you’re not going to keep being driven.”
A changing tide
“I’ve worked through the introduction of the internet, the collapse of Ansett, 9/11 when we thought no one would ever step foot on aircraft again and then the pandemic; and these events always resulted in change, but that change was almost always a positive step in the right direction.
“We’re in an industry that never stands still, and travelling the globe has always come with uncertainty, but no matter what changes we see, including with AI, it comes back to people needing people.”
The future of luxury
She says in terms of the luxury space, it comes down to what luxury means to you.
“We were in the Champagne region of France, staying in a restored sheep shed overlooking a Veuve Clicquot vineyard and it was the most gorgeous property, but it was once a shearing shed, and that’s luxury to us because you’re staying in a property that’s so complementary to the destination.
“I do believe these types of properties will be in more demand than ever, as well as small, higher-end luxury cruises.
“More and more people are also looking for tailored experiences rather than cookie-cutter, and that will keep growing as seasoned travellers continue to seek the unique.”
As for her future, she has no plans on slowing down.
“One day my husband might join me in the business, but for now, I’m happy to just keep doing what I love, following my passion and continuing to help other people have exceptional experiences.”
For more information, see Donna Jones.
