How to Make a Living Helping Others Travel


If you could live in the country you love the most, work on a flexible schedule, and make a living talking about the place you adore, would that be appealing? As today’s guest post author Madeline Jhawar of Italy Beyond the Obvious tells us, if that sounds good to you then you might consider a future as a travel consultant.

Over the past four years working as an Italy trip planner, I’ve created hundreds of travel days for clients, with a 90% “delighted” client track record. I also get pretty regular requests from people asking about becoming a travel consultant, because they want to do it, too.

My advice? Go for it! It’s a lot of fun, there is plenty of work for everyone, and it’s the most flexible job ever: it doesn’t matter what time zone you’re in, just that you are available to your clients; and once you get rolling, you can accept as many or as few clients as you want. I always ramp up to accommodate spring and autumn trips, and I’ve taken months off at a time: last year we took our kids to India for the month of November; the year before that, we sold a house and moved 3,000 miles, my full-time project for about 8 weeks.

The people I’ve coached about becoming a travel consultant are usually thinking about a significant career change, one that would affect their income and their families. They want to know:

  • Can I make a living?
  • How can I be successful?

I am happy to share what has worked for me.

Can I make a living as a travel consultant?

You can make a living, if you approach this as a business and not as a hobby.

I have a business background and worked in corporate operations for almost a decade before starting Italy Beyond the Obvious (my travel consulting business), but I’d been planning trips to Italy for family and friends for years for free – and the hobby-to-business mental transition was challenging. People knew me as the go-to person they could ask for free Italy information, since I’d been enthusiastically giving it out for years, and I had to start explaining that I was now charging for time and expertise in this area. These days, if anyone asks my advice about Italy that would take me time to research and reply, my standard response is that I would love to help and then I ask whether I should put together a proposal for consulting services.

Apart from the mental shift, treating it like a business means you need to give several things careful consideration:

  • Think about who, specifically, your customers are, and how you are going to find them. You need to start thinking about this right away, and keep it at the front of your mind while you’re thinking about your products and your pricing. Are your clients going to be budget travelers? Honeymooners? High-end luxury travelers? Gay 40-60-something couples? Brainstorm points that describe your clients and another page with ideas on how to reach them. This is not an if-you-build-it-they-will-come type of job.
  • Define your product. For example, you could: give overall itinerary advice via email or phone/Skype; sell/recommend day trips or classes; book hotels, guides and restaurants; create a written itinerary; provide on-trip support; and more – including any combination of those things. I have three products – Coaching, Gold Itinerary Planning, and Platinum Itinerary Planning. The high-end Platinum Itinerary Planning is soup-to-nuts, with bells and whistles, and was created to serve a type of client I know very well from my days as a Butterfield & Robinson guide (here’s a sample of a Platinum Itinerary). The Coaching is my fun, quick, lower-end service I can offer to people who just want good tips and then can take it from there. And the Gold Itinerary Planning is my in-between. Start thinking about what you are going to offer, what it includes, and what it doesn’t include. Then…
  • Figure out how long it takes you to create your product. You need to include all time spent here, starting with the amount of time it takes to answer a potential client’s first email all the way through creating their final invoice. You’ll likely end up with an average time rather than an absolute time it takes you to create your product, and that’s fine.
  • Decide how you are going to make money, AKA your business model. You could charge your clients very little or nothing, and make money from commissions you earn from booking hotels and tours (if that’s your product). You could book everything for your clients (with or without commissions) and send them one final invoice that includes everything on the trip, which you mark up 15%. You could charge for your time per-hour, as a consultant. You could charge for your product, which you might create once and sell once, or you might create once and sell many times. There are travel consultants who earn money each of these ways. I chose to charge by product (my coaching service and itineraries), for several reasons: I didn’t want to keep track of my hours and I didn’t want to work from commissions – I want to tell my clients I’m recommending the best solution for them, not the best solution based only upon my portfolio of commission-earning options.
  • Decide what to charge. Here you need to do the math. You could, of course, start with a market analysis, look at what the competition is charging, and spend a lot of time deciding what the “right” price is. I didn’t do very much of that, but I asked myself one question: how much do I need to charge in order for this to be worth my time?

So, if you figure out how much you can charge and how many customers you can handle, you can figure out how much you’ll earn. Now subtract expenses. Can you make a living? If not, maybe you need to think about a different business model, or figure out a way to work more efficiently so you can create more products in the time you have.

But wait, there’s more, so keep reading…

[stextbox id=”info” caption=”Important note!”]If you’ve read this far, you may have noticed something: just because you’re working to create other people’s trips, you’re not necessarily traveling – or at least the bulk of your time is spent serving the client and creating your product, as opposed to spending money at hot new restaurants or hotels or scouting out new locations. People often have an “a-ha” moment at this point, because they’ve assumed that being a travel consultant means they will get to travel frequently to their destination of choice.

This doesn’t mean you don’t get to travel, it just means you need to maximize time spent serving the client and minimize expenses. If you already live in the place you’ll be consulting about, or will be moving there, that’s even better. Maybe just going about your daily life will be enough for you to give great advice to your clients. Either way, you need to either know your destination(s) very well before you start.[/stextbox]

How can I be successful as a travel consultant?

I’m going to assume that the definition of a “successful” travel consultant is someone who has happy clients, as much work as they want, and is earning a living. To get to that stage, I recommend:

  • Understand your clients’ interests. Being a travel consultant is not about sharing only your favorite places or hidden gems with every single client, though many will appreciate that. It’s about listening to what the client wants, not about what you think they should want. You may love opera and have a client going to the best spot in the country for opera at the best time of year for opera – but they don’t like opera. Let it go. And remember that your clients are going to be foreigners while on vacation, so put yourself in their shoes. When I go to Italian restaurants in Italy, I am not treated like a tourist because I speak Italian. However, I will only recommend restaurants where my clients – people who don’t speak Italian – will be treated well. If you listen to what your clients really want, you’ll give good advice. And if you give good advice, the word will spread and you’ll get more clients.
  • Hard at work on a client’s itinerary

  • Establish work processes and tools to help you work efficiently. You need to be able to create your product again and again, with a high quality. You’ll need tools to keep track of each project, so you don’t forget details, and you’ll need to be able to trace the process back that one time you dropped the ball. Maybe you’ll subscribe to an online project planning tool; maybe you’ll use an Excel spreadsheet; or maybe a pencil and paper and checklist will do. Whatever it is, you need to rely on your processes because it will soon become impossible to keep all the details in your head. In addition, identify skills you have or ways you’ll work that will make you work efficiently. (For example, I do 90% of my research and planning in Italian, which gives me access to lots of information that English-only speakers don’t have.) Think about what tools you’ll use to keep current, since you won’t be able to visit every hotel, restaurant, or location you’re recommending to your clients every year. Maybe you’ll rely on bloggers’ reports, your Twitter feed, or glossy travel magazines; maybe you’ll have people on the ground; maybe you’ll cross-check online review sites in four languages; or maybe you’ll limit your recommendations only to places you can physically visit frequently.
  • Set your clients’ expectations. As a tour guide, I was physically accompanying my clients, in control over what happened when, and there to problem-solve if necessary. As a travel consultant, I give my travelers advice and then I let them go, so it’s really important to set expectations – in a diplomatic way – to prepare them for things that could go wrong. For example, I brief my clients about Italian transportation strikes; I tell them that if they don’t have good maps, they will get lost (which is sometimes fun and sometimes not); I tell them not to expect to be able to eat between about 2:30 and 7:30 pm; and if they are renting a car, we have a long conversation about driving in Italy. I’ve found that setting expectations is crucial to how clients perceive their trip – and how they perceive the competence of the person who planned it.

I’ve found clients very open, in general, to the idea of a travel consultant – many work as consultants in other industries so the concept resonates with them. If what I’ve described resonates with you and you decide to take the next step, please send me a note and keep me posted!

About the Author: Madeline Jhawar is the founder and owner of Italy Beyond the Obvious. She regularly shares great Italy tips on Facebook and heads over to Twitter every now and again, too.


  1. hi, I have been running our Lodge here in Czech for a number of years…we are thinking of stopping the actual running of the lodge (We also ran one in Malawi) I seem to do an awful lot of travel advising already, check out our reviews. I wonder where do you think I could go from here basically? I will continue to live in Czech and know the country very well indeed, and have contacts all over, in many areas of tourism and hospitality! Read your article and it inspired me. Thanks any advice would be appreciated. All the best Nick

  2. Great advice Madeline! Thanks for sharing it. I live in Barcelona and I have always been giving travel advice to friends and people coming here for a few days. Although in my travel blog I mainly write about my trips abroad, I want to start writing more about Barcelona. Becoming a travel consultant is something I would definetely like to do, so I will think about it! Now that I know that some people like you can make a living, I am feeling more and more motivated 🙂

  3. hi Nick, great to hear you enjoyed the article! Seems like you are in an ideal position to start as a travel consultant for Czech or Malawi or both – you’ve got the experience, the network, and certainly the customer service based on your glowing reviews. Why not start putting together specifics about what types of customer you might target, and what your product is going to be? Start playing with the various options, see what you think would work best, and do some math to figure out what you would earn with different products. People often need a sort of creative ‘incubation’ period to digest all of these before they dive in. There’s a lot to think about but keep me posted!
    Madeline Jhawar

  4. Hi Madeline – This is an inspiring post and I have to say, it’s got me wondering if this is the direction I should be heading in myself. Many thanks for your advice.

  5. Diane Vincenza Pappas says

    Hello Madeline:
    This past May I traveled with 7 others on a trip to Italy, Rome and above. No one that I was traveling with had any experience in planning a trip to a foreign country nor were they interested in doing any planning. However, they were on board with going. So, I took the lead and planned the whole itinerary, 15 days worth all by myself. I actually used your site quite often especially for Cinque Terre and the Dolomites. I planned the entire trip in an Excel document. I discovered that I absolutely loved doing it and never thought of it as a chore. It was actually quite an education. However, when we got to Italy mistakes were made; lessons were learned especially in the area of Eurorail transportation. Nothing disasterous since I was self educated on the system just some lessons in logistics that I certainly could pass on and I am sure you are well aware being a seasoned consultant. One concern: does one self planned trip to Italy make me an expert. I believe not, however what would you suggest as a next step to getting closer to actually doing this for a living. Would appreciate any feedback. Thank you. Diane Vincenza Pappas

    • hi Diane – great job planning a 15 day trip and I’m happy to hear the information on my site was useful! If you love doing it that’s a great start – as you know, it’s time consuming and the details are VERY important. Not everyone wants to focus on that level of detail 🙂 I would hesitate to recommend doing this as a living after one trip unless you are very clear with clients about what you are offering and what you are not. By that I mean: on your trip you learned about trains, but what if you get a client who wants to rent a car? You went with friends but what if you get a family with kids or what if someone with a very different budget wants to hire you. I’m not saying you can’t or shouldn’t do it, but I would make sure you offer something you know you can do well. So maybe you take the trip you did and offer to book that specific trip (or pieces of it) for people, that way you’re offering what you know very well. Especially for Italy, a lot can go wrong as you know 🙂 so even the exact same itinerary, done at another time (even shifted one day or done in a different season) will be very different. Something to think about and I hope that helps!

  6. Love seeing another travel business that follows the consultant model rather than the traditional travel agent model! I’ve been planning trips to the Pacific Northwest on a fee basis since 1991, so well before consultant fees were at all common in the travel business. I came from a law background so I was used to charging for my time, so that model made sense to me. I know of a number of us who work this way and am glad to learn about you.

    • Sheri I’m glad to hear about you too! I’ve worked with travel agencies who are trying to transition — though they always want to keep the commissions as well 🙂 — so I wonder whether this model will become more prevalent in the future.

  7. So glad I found your positive and informative post ! For years and years I have been travelling to Europe and giving friends tips and advice. I particularly love advising people who travel to France on how to be like a French person in Paris and live like a Parisienne. I have been offered a golden opportunity with a huge independent group of travel agencies to host 10 day trips to Paris for small groups of 15. Our first one is next spring before the high season. We have created a really fun and wide ranging trip based on all the things I know and love and want to show to visitors. Day trip to Cherbourg for oysters and cider. Overnight trip to Lyon for wine @ Roger Sabon Winery and (of course) food…..and maybe the flea market. Evening picnic outside the Louvre. If this is successful I am strongly thinking of retiring early to SW France ( I have enough $$$ to buy a small apt in Bordeaux/ la Gironde) and take up doing intimate specialized guided tours of France x2/month as a contracted guide for this travel group. Do you see this as something viable ? I have spent the last 30 years in a high paying high stress upper mgmt position and I know find myself able to fulfil a lifelong dream. I am ready to make the leap but am wondering what would you suggest I charge as a fee to the travel agency ? I have worked in public relations my whole career and would have no problem transferring all my PR/marketing/people skills to helping people have once-in-a-lifetime French experiences. What do you believe I should be charging the agencies per trip ? I look forward to hearing from you

  8. Amy White says

    Hi Madeline,

    You are truly an inspirations to those of us who are interested in travel consultancy. I am currently planning a luxury golf vacation business and I’m looking for practical advice on getting up and going. I’ve put great thought into who my target market will be, and how I might reach them, but I’m still trying to figure out how much to charge for my consultation/advice/planning. I do not have any interest in booking flights, etc. so I would rather focus on the detailed aspects of the trip plan. Any suggestions you can lend would be fantastic. Thanks Madeline!


  9. Hi Madeline,
    this is a very useful article, I’ve been lucky (well, thanks google for that) to find it as I’m in the process of defining the last details of my tailored travel planning services. The “define your product” made me re-think a large chunk of it! Thanks a lot!

  10. Thanks so much for this article. My husband and I want to move to Mexico from Canada and I have been creating a business plan to be a travel consultant. This article was the sign I needed that I am doing the right thing. 🙂

  11. Hi Madeline,
    A very inspiring story, I must say! Travelling and prep for the itinerary has always been my favorite hobby. The idea of making money out of it always crossed my mind but didn’t think it would work quite well for the very reason of hobby-to-business mental transition, especially when your friends and people in your network know that you are just a call away! But your article makes me think again and I think am gonna give it a shot anyways. Thanks for the article!

  12. Hi, this article is great! Thank you.
    I have been traveling for about 8 years pretty consistently, and do all the planning (or sometimes not :)) myself. I have been giving advice to friends for years and when I do travel with friends or family it seems I am always finding all the deals and the hidden gems. Lately, I have been feeling the need to settle and find a career that will still allow me to be flexible and travel a bit. A friend suggested that I become a travel consultant, start small with friends and family and work up to a business. I love the idea and am wondering how realistic it is for me with my education and background. I would love to talk with you through email if possible and hear your advice.
    Thanks again for this information and I hope to connect soon.

  13. Madeline,

    Thanks for this great insight into travel consulting. I just launched my new site to do the same and found this article very informative and inspiring.

    Steve |

  14. This is an excellent example of superior writing. I found this highly interesting, with excellent usage of better words and some fantastic points.

  15. Sachin Rathi says

    Hi ,
    I live in India and work as a Systems Engg. in a renowned IT firm.
    I love planning tour for my family and want to do the same for others,but this time
    to earn something out of that ,since it requires hard work to make an economic and
    suitable itenerary for travellers.
    I want to plan tours for travellers in India.Pls help to persue it.

  16. Hi

    This is has really inspired me. I would like to set up my own business creating tailored holidays. I just don’t know where to start any advance would be useful.



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