Travel Counsellors’ formula for premium experiences

Interview with TNW for the Premium Leisure Feature, published 15 October 2025.

PREMIUM leisure travellers are looking for more than luxury. They want experiences that are personal, seamless and responsible. They care about where they stay, how they travel and the impact their choices have on the world around them, Marc de Jager, Business Development Manager at Travel Counsellors South Africa, told Travel News during a recent interview.

“At Travel Counsellors, we’ve designed our franchise model to help business owners confidently meet the needs of today’s premium leisure traveller with the right tools, support and flexibility to deliver exceptional service. It’s why 84% of our leisure bookings now fall within the premium segment, reflecting the strength of our approach and the trust our customers place in our Travel Counsellors (TCs).”

Support

Travel Counsellors’ 24/7 duty office is always available to support clients while they travel, so TCs can offer reassurance and real-time assistance when it matters most. De Jager notes that premium customers expect a frictionless experience. “Our proprietary platform, Phenix, helps TCs deliver just that. It brings together itinerary planning, premium product content, payments and communications in one place, making it easier to manage complex bookings and respond quickly to client needs.”

Marketing

Travel Counsellors knows that premium leisure clients value trust and personal connection. “That’s why our marketing team create high-quality, customisable content that helps TCs stay visible and relevant.”

Access

He adds that premium customers want choice, but also want quality and exclusivity.

“Our commercial team negotiate directly with luxury suppliers to give TCs access to exclusive rates and extraordinary experiences. We also work with partners who prioritise sustainability, community engagement and ethical practices.”

Training

De Jager believes that deep product and destination knowledge are key to providing personalised, memorable itineraries. Travel Counsellors offers regular supplier webinars and a wide range of e-learning modules through its Discover platform.

Collaboration

TC Teams are a unique part of Travel Counsellors’ community. “They allow TCs to collaborate while retaining full control of their own businesses. By joining forces, TCs can share expertise, support each other and scale their businesses more effectively,” says De Jager. For premium leisure customers, this means even better service. “Travel Counsellors in teams can cover each other during holidays, while on fam trips or busy periods, offer specialised knowledge across different travel niches and ensure continuity and care, no matter what.”

Trust

When customers book with one of Travel Counsellors’ approved suppliers, their funds are protected. “It’s a layer of reassurance that a premium customer appreciates and one that helps TCs build long-term relationships based on trust,” notes De Jager.

Community

De Jager says Travel Counsellors’ global network of travel professionals understand the premium market, with TCs regularly sharing local insights, tips and supplier recommendations, helping each other stay sharp and deliver exceptional service.

“Premium leisure travel continues to evolve, and so do the expectations of the customers who invest in it. At Travel Counsellors, we’ve built a franchise model that enables our business owners to not only meet those expectations but exceed them. With the right support, technology, training and community, TCs are equipped to deliver personalised, responsible and high-value travel experiences that truly stand out.”