This book aims to offer current and future travel & tourism professionals an opportunity to learn, discuss, and question, and rethink a contextual approach to travel. Useful and practical to all aspiring students and hardworking Travel Advisors who seek to attract and serve sophisticated travellers, but equally invaluable to anyone who just wants to travel better.

Being a Travel Advisor is an art. You strive for perfection but like all true and humble masters, you know you can never achieve it. Instead, you aim to become better with every itinerary and every trip you build. This book, therefore, is by no means an easy recipe for designing the perfect travel adventure. It’s about that “better” that you can practice – hone and polish until it shines. The contextual knowledge and structured thinking offered by this book will support your endeavours. During our long careers as Travel Advisors and tourism professionals, we have been honoured to serve demanding cultural adventurers travelling to astonishing destinations around the world, and we’ve become the trusted partners of most trailblazing hotels and legendary hospitality companies. This book is a collection of lessons learnt and observations made on this amazing journey.