When you think of five-star service, what comes to mind? For most travel advisors, it might mean doing more: adding extra touches, replying faster, or staying accessible 24/7. But Jessica Gorman, a former award-winning concierge at the Ritz-Carlton Buckhead and the St. Regis Bal Harbour, offers a perspective that flips that narrative.
Jessica didn’t just deliver five-star experiences; she defined them. After transitioning from hospitality to becoming a travel advisor, she brought her concierge mindset with her. And in today’s luxury travel landscape, that mindset offers advisors a clear competitive edge.
The Concierge Mindset: Resourceful, Not Reactive
As a hotel concierge, Jessica was trained to think on her feet. Requests were often last-minute and high-stakes, and the ability to respond with calm, capable solutions made all the difference.
“So much of being a concierge is reactive… but the ability to think quickly and how resourceful you have to be is what elevates the experience.”
This approach didn’t mean saying yes to everything. It meant knowing who to call, building the right relationships, and anticipating needs before a guest ever voiced them.
For travel advisors, that translates into:
- Prioritizing relationships with concierges at frequently booked properties
- Delegating in-destination details to the on-site experts
- Responding promptly, even if just to say: “Got it! Working on it.”
Your Product Is the Service
Luxury travelers are no longer impressed by just the right hotel or perfect itinerary. It’s the feeling that matters.
At the Ritz-Carlton, Jessica learned that the service was the product. The hotel didn’t have the newest décor or flashiest pool. However, guests came back again and again because of how they were treated.
“We used to say, ‘Our product is our service.’ And I still feel very strongly in my own business now: in any luxury experience, the product is truly the service.”
Advisors can borrow this same principle. Your proposals, planning process, and even your email tone are all part of the “product” your clients are buying.
From Transaction to Interaction
Jessica emphasizes the importance of humanizing every interaction. Whether it’s a dinner reservation or a room upgrade request, she always works to build rapport. One small tweak can change the tone from transactional to personal:
Instead of: Can you confirm the reservation? Try: I’d love to make sure Mr. and Mrs. Davis are seated by the window for their anniversary dinner. Can you assist?
She also advocates for proactively requesting concierge introductions early in the booking process, not just to get things done, but to create lasting partnerships that benefit future clients.
Boundaries That Build Trust
You might assume concierge-level service means being on call 24/7. Not so.
Jessica has created clear, respectful boundaries that support her high-touch clients and her business. She’s available Monday to Friday, 8 a.m. to 6 p.m., for general inquiries. But when clients are traveling? She’s all in.
She also redirects communication from text to email whenever possible:
“It’s not that I don’t want to communicate. It’s that staying organized benefits the client more.”
Her boundaries aren’t barriers; they’re part of the polished experience.
Lean Into the Right Systems
Being a great travel advisor isn’t about doing it all yourself. It’s about knowing what to delegate, automate, or outsource and when.
Jessica relies on concierges to make local dining reservations, book airport transfers, and deliver personalized touches. Why? Because they have the in-destination expertise to do it better.
Want systems that support five-star service? ClickUp Business Hub Template helps you keep every trip detail, email thread, and client preference organized so you can focus on what matters most.
The Power of Anticipation
One of the most powerful skills Jessica brought from her concierge days? Anticipating needs before they arise.
She calls it the golden nugget: learning one unexpected detail about a guest (or client) and using it to craft something memorable. That could be a welcome gift, a specific room selection, or skipping a repeat dining experience.
And if you don’t have those insights yet? Ask the right questions. Dive deeper into their preferences. Treat every trip like a chance to impress before they even arrive.
Adopt This Today: Make Every Client Feel Seen
Jessica’s advice to advisors is simple: Just because you’ve heard the question before doesn’t mean your client has asked it before.
“It’s the first time they’re asking it. So it deserves a thoughtful, tailored response.”
Whether it’s a budget concern or a basic itinerary question, remember: this trip matters deeply to them. Your response should reflect that.
Want to Deliver 5-Star Service Without Burnout?
Five-star service isn’t about doing more. It’s about doing the right things. Inside TIQUE’s Niche community, we show you how.
Join Niche to:
- Learn proven systems
- Get ongoing support
- Grow your travel business with confidence
🎧 Ready for more insights like these? Listen to the full episode of TIQUE Talks and subscribe wherever you get your podcasts.
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