by Natasha Lair
Last updated: 2:25 PM ET, Wed February 25, 2026
What was once seen as exclusive and out of reach is becoming more personal, more flexible and, in many cases, more attainable for travellers entering the premium market for the first time. That shift is also creating new opportunities for travel advisors, particularly those looking to build businesses focused on customized, high-end experiences.
Today’s luxury clients are not necessarily seeking extravagance. Instead, they are looking for thoughtful details, expert planning and meaningful experiences, often with careful attention to value. For many, it’s their first step into the luxury space, and they are turning to advisors for guidance.
“Luxury today is more approachable than ever before and is more personalized with tailored experiences,” says Alicia Mitchell of Evening Star Travel in Alberta and a travel advisor member of Nexion Travel Group-Canada.
“Clients want to feel guided with care and expertise. That’s where advisors come in.”
Nexion supports independent travel advisors across Canada and the U.S., including those whose businesses focus primarily on traditional luxury travel. At the same time, the organization says many advisors who once focused on other segments are now incorporating more premium products as client demand grows.
According to Nexion, mid- to high-end bookings have increased over the past year, with advisors reporting stronger interest in boutique hotels, customized itineraries and strategic upgrades that deliver value. Much of that demand is coming from travellers new to luxury travel, clients who want expert help navigating options and avoiding costly missteps.
The growth in premium travel is also influencing who enters the profession.
“We’re seeing strong interest from people who want to build businesses around helping others,” says Jackie Friedman, CTIE, VTA, President of Nexion Travel Group.
“You don’t need to come from a traditional luxury background. With the right training and support, advisors can grow into this space and build very successful businesses.”
Nexion reports a 20% increase in interest in becoming a travel advisor over the past year, particularly among individuals exploring second-career opportunities or more flexible work arrangements.
To support advisors, Nexion offers education and mentorship programs, including Leap Into Luxury, which helps advisors expand into higher-end travel, as well as its annual Luxury Sales Summit in Santa Fe this November.
“For many people, this is a career that grows with you,” Friedman adds.
“Whether you’re new to the industry or expanding into luxury, you can build a business that reflects your strengths, your lifestyle and your clients’ needs.”
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