An elite travel specialist has revealed why untrained agents are no threat to his business, after recently being named on one of the industry’s best advisors.
Alex Lavender joined the sector six years ago, establishing Seven Icons Luxury Travel after previously working in commercial football sales. Since then, he has built a thriving agency, specialising in leisure bookings that can reach the £350k mark.
In 2024, he was named one of the Conde Nast Traveler 2025 Top Travel Specialists, after wowing judges with his round-the-clock commitment to his clients.
Lavender, who is the son of industry veteran Roy Collett, openly accepts that his family name has given him an advantage in his travel career.
“There’s no reason to not show some humility – I’ve learned a lot from my father, and he has given me some big clients,” he says.
Lavender emphasises, however, that even with Collett’s mentorship, his journey to becoming a successful travel advisor hasn’t been instantaneous.
“Anybody can make a hotel or flight booking, but only an experienced travel agent can solve the real issues that arise during a client’s trip”
“This job is second nature for me now, but it took me a long time to learn it,” he explains. “Anybody can make a hotel or flight booking, but only an experienced travel agent can solve the real issues that arise during a client’s trip.”
He credits his membership in Global Travel Collection, the world’s largest group of luxury travel agencies, as integral to providing his clients with this premium level of service.
The exclusive network offers its 1,700 agents a database of more than 30,000 suppliers, including hotels, resorts and transportation providers, as well as a personally assigned account manager. Its recent partnership with Ten Lifestyle Group has further benefited members, allowing them to access the VIP concierge service to optimise their clients’ travel experiences.
Admittance to Global Travel Collection is highly competitive, with the company previously telling TTG Luxury it only accepts the very best of the industry.
“These other agents don’t have access to the rates we have at GTC,” Lavender explains. “We’re part of everything from the Four Seasons Preferred Partner programme to the Mandarin Oriental’s Fan Club programme.”
“An ‘overnight’ travel agent isn’t going to make these things happen.”
As well as offering unrivalled agent rates, Global Travel Collection gives members VIP supplier contacts that often cannot be found online.
“I have the ability to enhance trips, or fix any issues that arise, the way others don’t because I am part of GTC,” Lavender says. “From special requirements for children to overdelivering for the client, we do much more than just booking a holiday. An ‘overnight’ travel agent isn’t going to make these things happen.”
Lavender also refutes the notion that it’s even possible to become an agent quickly, insisting that – despite what certain companies may claim – there is no cheat code to success as a travel advisor.
“You have to be taught so many things to do this job well,” he explains. “When you start, there are so many questions. Do you use a bed bank, a contract, a DMC? What if it’s a connecting flight? You’re now using different airlines; you’re booking British Airways first, and then Emirates. Then there’s all the different hotel suppliers, if it’s a multi-centre trip. It’s a jigsaw puzzle!”
Lavender echoes the sentiments of others in the industry like Amanda Teale of Minerva Private Travel, who have argued that the profession is being “diluted” by the rise of amateur agents.
“Being a travel agent is an absolute skill and I believe equating professional travel agents with untrained ones diminishes that skillset,” he says.
“A little crisis never did anyone any harm. Ultimately, the cream always rises.”
However, Lavender is also confident that such ‘advisors’ will only strengthen the case for hiring a professional.
“Let’s see if people who become a travel agent overnight can cope with a last-minute booking to the Maldives for a family with young children,” he says. “Add to that, this family doesn’t want to use a sea plane to the atoll, the kids have additional needs, and they need restaurants that can cater for a specific dietary requirement.
“Let’s see if those agents can get hold of the guest relations manager at the right hotel to make things happen. A little crisis never did anyone any harm. Ultimately, the cream always rises.”
