Your Stories: From global PR director to Travel Counsellor

Emma Shaw tells Samantha Mayling about the similarities between communications and travel, and working with Prince Harry

Q. Why did you join Travel Counsellors? 
A. I was made redundant from TripAdvisor during the pandemic, then joined Loveholidays as head of communications during lockdown. It was all marketing – I’d never sold a holiday before joining Travel Counsellors. As travel restarted, I realised I could take my in-depth knowledge of entry requirements and testing to help clients in my own business. I’d turned 40 and needed a career with a better work-life balance, with two primary school-aged children.

After months of research, I joined in December 2021 and launched in January 2022 after a two-week induction. I knew I’d need the backing of a reputable company and that I’d benefit from the training, wide supplier network and head office teams. The feedback from existing travel counsellors was how supportive and caring the community is – and they were right. Everyone has been patient with me and my rookie questions. The induction was intense; there was so much to learn about booking systems and, since then, product and destination training has been non-stop. In my first year I tried to join all the webinars; now I attend if it’s an area I’m unfamiliar with.

The feedback from existing travel counsellors was how supportive and caring the community is – and they were right

Q. How has your business developed? 
A. Year one was tough. I built my client base from scratch while developing my product knowledge. With almost every enquiry, I’d start my research from zero. Almost two years in, I’ve found my feet; I’m lucky to have some great clients who’ve booked multiple trips with me and referred me to their networks. Most business now comes from repeat clients and referrals. I’ve consumed an enormous amount of destination knowledge from training and supplier events.

Almost two years in, I’ve found my feet; I’m lucky to have some great clients who’ve booked multiple trips with me and referred me to their networks

Q. What was your first booking?
A. It was a Mauritius holiday for my husband’s colleague. I was on tenterhooks, triple-checking every detail and tracking their aircraft until it landed. I still worry too much about every trip because I’m obsessed with everything being perfect for clients, but I have learned to let go slightly. I’ve booked some incredible trips, including South African safaris, and even had clients reach the summit of Kilimanjaro. My largest booking was a three-night trip to a beautiful hotel near Loch Lomond, Scotland, with a private jet, 14 people and one very lucky dog!

I’ve booked some incredible trips, including South African safaris, and even had clients reach the summit of Kilimanjaro

Q. Why do you specialise in luxury?
A. My previous career allowed me to enjoy some fabulous luxury holidays, so it made sense to focus on what I knew. Many initial clients were from my existing network of professionals, so I could easily understand what they were seeking. I do book less expensive holidays too – luxury means different things to different people. Greece is popular; I send lots of families to Ikos hotels, and Sani is a favourite. I sell lots in Italy because I know it well, so I love to tailor-make multi-centre trips, tapping into the great train network.

My previous career allowed me to enjoy some fabulous luxury holidays, so it made sense to focus on what I knew

Q. How are future bookings looking? 
A. I’m getting used to the peaks and troughs of the booking seasons. Some months are busier than others, but thankfully I have a solid pipeline until the end of 2024. October was my biggest month for bookings since joining, so I’m excited about continuing the momentum into peaks.

I probably have fewer family holidays now, but I’m lucky to go on some great work trips, such as a fam to St Kitts in October. I was genuinely shocked when I was accepted because I’m still a relative newbie. I’ve also been on fams to Italy and Tunisia, plus a cruise on Celebrity Beyond.

LinkedIn has proved to be the best in terms of new clients and bookings

Q. What sort of marketing do you do?
A. Initially, I marketed to friends and family, and also my professional network on LinkedIn. It has grown organically from referrals and repeat clients. I post on Facebook and Instagram, which are good for inspiration, but LinkedIn has proved to be the best in terms of new clients and bookings.

How has your communications career helped your new role?

I spent 17 years in PR and communications, initially working as a consultant. One client was Expedia and this whet my appetite for the travel industry. There are lots of synergies between the PR and travel industries: both are about forging great relationships through communicating and developing trust.

Returning after a year in Australia, I joined TripAdvisor and had 10 happy years there, working my way up to global communications director. A highlight was when TripAdvisor was a founding partner of Prince Harry’s sustainable travel initiative, Travalyst. As part of the team that developed the project, I went to Amsterdam with Prince Harry for the global media launch event. He was friendly and approachable, and it’s been great watching Travalyst evolve since 2019.

I want to continue growing my business, but I don’t want to get so busy that I lose track of why I changed career: to have a better work-life balance and to spend more time with my family.

Prince Harry was friendly and approachable, and it’s been great watching Travalyst evolve