A top agent has shared the simple business advice she gave her daughter after more than 40 years in the travel industry. 

Lisa Hillyard gained Gold Status at Travel Counsellors in 2004, and has retained the coveted title ever since. She has won multiple awards for her VIP service, including the top Travel Counsellor Worldwide, and is currently ranked the second best Travel Counsellor of all time in leisure travel.

Today, the Northamptonshire-based entrepreneur is a leading voice in the sector, regularly appearing on radio and TV to discuss all things travel trade. 

Lisa is now passing on her expertise to daughter Amy Hillyard, who joined Travel Counsellors in June 2024 after quitting her job in retail. The 24-year-old admits she was initially reluctant for the career switch, but has since embraced the opportunity to learn the ropes from her seasoned mother. 

Speaking exclusively to TTG Luxury, Lisa reveals how she trained Amy to be a successful agent – starting with the one rule that overrides everything else. 

“When an error happens, I always tell Amy to pick up the phone and talk directly to the client,” she says. “Gen Z are often not educated in phone etiquette, but it’s so important in luxury travel.”

She adds that clients appreciate this honesty, even if it’s to discuss a problem: “It surprises them so much, because nobody admits to making mistakes these days!”  

Lisa also says that phone calls are often preferable to email when things go awry, as they can prevent a tense situation from escalating. 

“You get the personal element in there straight away, just from doing it the old-fashioned way.”

Strong phone skills are also essential for nailing your “welcome home call”, which Lisa says are the “crux” of retaining a client. Research conducted by TTG in 2024 found that 82% of agents offer this service, which takes little time but can be the difference between losing and keeping a customer. 

“If you show the client you care about their last vacation, you’ll be at the forefront of their mind for their next one,” says Lisa.  

Amy, who works next door to Lisa’s office at their family home, told TTG Luxury that her agent knowledge has benefited massively from just being in close proximity to her mother.

“I am subconsciously taking it all in because I can always hear Mum on the phone,” she says. “I’ve learnt so many communication skills from her, from being personable and using the right phrases, to knowing how to reassure the customer. Clients don’t want to hear their travel agent panicking if something goes wrong!” 

While Lisa acknowledges that Amy has taught her a great deal about social media, she does not believe that technology will ever replace the traditional travel agent. 

“The internet can’t compete with me,” she says. “It’s a brilliant tool, but it doesn’t have the personable element clients are looking for.”

She goes on to cite a recent scenario that perfectly demonstrates this point: “I had a client whose connecting flight to Hanoi was cancelled while they were mid-air, en route to Dubai, at 9pm. So what do I do? I sort it out while they’re in the air, so that everything is arranged when they land. Where are you going to get that from AI?”