Fay Cohen, travel designer and recently-named Virtuoso Cruise Icon, has worked in the travel industry since 1977 and has an enviable database of contacts, clients and suppliers – many of whom are now close friends. Here, Fay shares a few highlights from her fabulous career.
“I am incredibly honoured to share that I have been named a 2024 Cruise Icon by Virtuoso Travel, the leading global network specialising in luxury and experiential travel,” Fay posted to her many clients and followers earlier this year.
There are only 29 Cruise Icons in Australia and New Zealand but it’s not the first time Fay has been recognised by Virtuoso. In 2011, she was awarded Most Admired Advisor and her Sydney agency Travel Phase was the second Australian member of the prestigious network after Mary Rossi Travel.
Since selling her company Travel Phase to the Goldman Group 10 years ago, Fay has been semi-retired, working as an independent contractor with Wentworth Travel and hosting cruises with the Virtuoso Voyager program.
Fay jokes that being “semi-retired” means she is as busy as ever, looking after clients and travelling the world.
“My passion is travel and I love making clients’ travel dreams come true,” she said. “I am very fortunate that at the end of my career I feel a contentment that comes from knowing that this was what I was meant to do.”
What attracted you to a career in the travel business?
The seed was planted when I was a child. My mother would always take me away somewhere in the school holidays. She would ask me to pick up brochures from the local travel agency and we would plan a trip together.
What was your role at Qantas in the seven years you worked for the company?
I started as an air hostess with TAA (Trans Australia Airlines) on Australia Day in 1977. TAA was renamed Australian Airlines in 1986 and then it merged with Qantas in 1992. I left in 1984 after I got married. I have wonderful memories of my time flying during my twenties.
Where did Travel Phase Double Bay fit into your career?
I opened Travel Phase in the new Ritz-Carlton Hotel in Double Bay on 2 Feb 1992 and bought my new premises in Transvaal Avenue in 1997. I moved 10 years later to the day, after starting at the Ritz Carlton on 2 Feb 2002.
The Hon. Bob Hawke was a client and he did the openings of Travel Phase in 1993 and 2002, plus he was guest of honour when I sold the business to the Goldman Group. I had a party for my top 100 clients on the roof of the Ritz-Carlton Double Bay with the Qantas Choir singing.
I must mention one of my long-standing employees, Deborah Ortado, who started with me in 1993 and is still working for Wentworth Travel in the same premises in Transvaal Avenue today.
Can you tell us what Virtuoso membership meant for you, the Travel Phase team and your clients?
Virtuoso was the right fit for my agency. I loved the marketing they produced – for example, the Virtuoso magazine was mailed out to my top clients. When you have a busy agency you don’t have time to produce this type of quality publication.
Virtuoso connected us to the right suppliers. Our clients were VIP and made to feel special. I love the saying “You cannot VIP yourself”! Virtuoso clients are earmarked when they check into a hotel and upgraded where possible.
On certain cruises there is a Virtuoso host who escorts guests on special shore excursions that are exclusively for Virtuoso clients and the cruise line organises a welcome cocktail party just for guests who have booked through a Virtuoso advisor. I have been a host on three Virtuoso Voyages with Seabourn and two with Silversea.
How do you keep your luxury cruise clients coming back and how long have some of your clients been with you?
I still have clients from the 1980s, before I started my own business. The recipe in any business is an easy one: all you have to do is CARE. Always have your client’s best interests at heart and know how to match the client with the right cruise experience. I find my discerning clients who have never cruised before prefer smaller, more intimate ships such as SeaDream Yacht Club’s.
What are some of the most challenging/enjoyable trips you have put into place for clients?
There have been so many over the years, but one particular example comes to mind. I organised the exclusive use of Madison Square Garden in New York for a client’s teenage son to play basketball for an hour with some hot shot player. The Virtuoso travel company Beyond Times Square helped orchestrate this experience.
Does your role involve mentoring new travel advisors and if so, what is the key thing you’d like them to take onboard while they are learning the ropes?
My advice would be to ask questions about everything and really care. I would love to share my knowledge and have suggested to Virtuoso that I do a sponsorship for young people wanting to learn how to sell travel and relate to clients – this is in the pipeline.
What trends are you seeing in the luxury cruise sector?
We are seeing increased demand for luxury cruises, which is being met by increased product and a greater diversity of luxury cruise styles. Having in-depth product knowledge is vital, plus it is paramount to have supplier contacts who will support travel advisors.
Smaller niche cruises will be the way of the future. The Ritz-Carlton Yacht Collection and Four Season Yachts are about to hit the market for discerning travellers who are looking for exclusivity and who might not otherwise have considered cruising.
What are some of the major changes in the luxury cruise space you have seen since 1985?
Formal nights are a thing of the past. My clients like sophistication but do not want to stand on ceremony and button up on holidays. Adventure and luxury expedition cruising have become increasingly popular.
What are three or four standout luxury cruises and/or destinations for you personally?
SeaDream is my favourite small-ship experience. With a maximum of 112 guests and 95 crew members, the line’s two yachts offer pampering at its best. Many guests have cruised with SeaDream more than 40 times, and the service and food are outstanding.
Regent Seven Sea Cruises offers the best suite afloat – the fabulous two-bedroom Regent Suite includes the services of a private car and driver in every port, and I do not know of any other cruise company offering this service. The multi-million-dollar art collections onboard the ships are incredible, too.
My best travel experience was cruising to Antarctica with Silversea in 2011. The scenery surpasses that in any other destination I’ve ever experienced.
Lastly, is there anywhere you haven’t travelled and is on your radar for the near future?
This is the year to see the Northern Lights, according to the experts, because of the intense solar activity going on. So, my husband and I are going on an expedition cruise from Norway to Iceland with Aurora Expeditions. We’re both really excited about that – and I also plan to host more Virtuoso Voyages in the coming months.
For more information, visit wentworthtravel.com.au
