Rebecca Lavelle didn’t have time to properly celebrate winning Luxury Travel Agent of the Year, North East earlier this month. Instead, she was trying to help her clients stranded overseas by the war in the Middle East while she was actually at The Travel Agent Awards, which were hosted by Indulge’s parent company, Travel Gossip.
“On the night of the Geordie Ball, when the awards were being announced, I was in constant contact with clients who had been stuck in Dubai trying to get home,” said Rebecca.“I was refreshing the Emirates app and messaging them updates while sitting at the event.
“Thankfully we managed to get them on a flight that evening. Moments like that really sum up the job for me, being there for clients whenever they need you. Winning the award was a really proud moment, and I’m still on cloud nine.
“My clients are probably my biggest cheerleaders,” she added. “A large part of my business comes from people who’ve booked with me before, or who’ve been recommended by someone who has.”
Rebecca has prioritised a high level of personal service from her very early days working in luxury travel. Her journey began at Thomas Cook’s premium brand, Signature, before a move to independent agency Dawson and Sanderson broadened her horizons considerably.
Based in Durham, Rebecca found herself naturally gravitating towards more tailored, special-occasion bookings. “Clients were increasingly looking for something a little more unique,” she says, “whether that’s a luxury safari, a multi-centre itinerary or a special celebration trip.”
Today, as part of Designer Travel, her portfolio spans everything from traditional package holidays to bucket-list adventures that might cost £20,000 or more. “No two enquiries are ever the same, and that’s something I genuinely love about this job,” she added.
Rebecca’s key to upselling
Rebecca’s experience in luxury travel has taught her that it is often people’s perception, not their budget, that can be the biggest barrier to selling luxury.
“Sometimes people assume certain destinations or hotels are out of their reach,” she said. “But if a client is looking at a Mediterranean package, you can often show them Mauritius for a similar price at certain times of year. Once they see that option, it opens their mind to trying somewhere new.”
Rebecca applies the same principle to accommodation. If clients select four-star hotels, she will always check whether a five-star option is available for a modest uplift. “The price difference can be smaller than people expect,” she said. “And once clients experience that higher level of hotel, they tend to look for that standard again in future trips.”
The ‘going above and beyond’ attitude that helped Rebecca win the title of Luxury Travel Agent, North East is something that helps her retain clients and gain new ones from recommendations. “I’m very hands-on with my customers and always try to make sure everything runs smoothly from the moment they enquire right through to when they return from their holiday.
How Rebecca finds clients
“A lot of my business comes from repeat clients and recommendations, so I think that says a lot about the relationships I’ve built, and the trust people place in me when booking their travel,” she said.
As well as word of mouth, Rebecca uses social media to attract new clients. “I’m on Facebook and Instagram. I get a fair share of business from both to be honest, but I would probably say Facebook works best for enquiries as it’s a platform that’s great for sharing deals and offers.
“Instagram tends to be more inspirational, sharing destinations, travel advice and ideas, whereas I think people almost expect to find offers on Facebook.”
Are there any downsides to her success?
Rachel admits she finds it very hard to switch off. “When you run your own business, everything ultimately comes back to you, so it can be difficult to completely step away,” she said.
“Travel is an industry where things can happen at any time, a client might want to book first thing in the morning, or you might get a message late at night if something has gone wrong while someone is away.
“I’d say the biggest thing is the level of personal service I offer. I’m very hands-on with my clients and really guide them through the whole process from start to finish. I always say I pretty much do everything other than pack the suitcase and go on the holiday with them.
“Because of that, it’s easy to always feel like there’s another email to reply to or another message to answer. I care a lot about giving my clients a good service, so I’m probably my own worst enemy at times and will reply quickly even when people would happily wait.
“It’s something I’m still learning to manage, making sure I take a bit of time to switch off as well. That said, it comes from genuinely loving what I do and wanting to make sure my clients always feel supported.”
Going for growth
Originally from the North East, Rebecca has grown her business over the past two years while living in Faenza in Italy, where her husband works, however, she’s planning to move back to the UK this year. She is planning to grow her business, and she is keen to deepen her cruise expertise so will be heading off on Cruise Plus Mega Fam and also attending Royal Caribbean’s seminar at sea later in the year.
But ask her what drives her, and the answer has nothing to do with booking values or industry awards. It’s the messages that arrive while clients are away the photos, the ‘everything has been incredible’ notes that land unexpectedly. “Every trip means something different,” said Rebicca. “It’s about helping people create memories – and when clients come back and tell you they’ve had an incredible time, that’s the most rewarding part of the job.”
See more winners from the The Travel Agent Awards, North East here.
The Travel Agent Awards, South West & Wales will be held in Bristol on 18 June 2026. Find out more here.
