While Urbano Brini of Arno Travel was making his rounds in the States recently, he made a point to come visit us in Mooresville where he hosted a homemade Italian spaghetti dinner for some of our local advisors and team.

And when I say homemade, I don't mean it in the same the way I joke that the Costco desserts I bring to the party are an “old family recipe.” Urbano served us several delicious things over the course of the evening, including multiple starters, THREE pasta dishes (including a gluten-free variation of each), wine, and tiramisu (which he did admit was an “old family recipe” and not something he had time to prepare himself).

Every time someone thanked him for going to all that trouble, he kept reiterating the same sentiment: food brings people together and creates community, and he loves nothing more than to bring us all together.

We talk a lot about relationships in this industry. Watching Urbano that evening was a good reminder of what it looks like to cultivate them in a genuine way. It's not just about showing up, wining and dining, or remembering to check-in regularly. It's about understanding the other person and meeting them on their level.

He shared a story with us about a very high-end client that an advisor asked him to connect with while planning their trip with Arno. He took the time to meet with and get to know this client, so much so that his next stop after Mooresville was down to Florida to spend more time with them in person.

On the other hand, he told us about a celebrity who has traveled with Arno in the past, someone Urbano was a genuine fan of, and yet he chose to not take the opportunity to meet them.

His reasoning? If he had gone out of his way to introduce himself, that wouldn't have been for them, it would have been for him. This person wants to get away on their vacation, not deal with people asking for photos or looking for a good story to brag about to their friends. If that person had requested a meeting with him he would have happily done so, but he felt it was not his place to initiate this meeting.

On the other hand, when clients who aren't famous get personally greeted by him, they feel like a VIP and their experience is instantly up-leveled.

This “one size does NOT fit all,” mentality is such an important lesson in relationship building. This is especially true in the luxury travel space where fully understanding your clients is what allows you to deliver the experience they actually want.

But it doesn't always have to be that nuanced. Sometimes it's as simple as just paying attention over time and picking up on general patterns.

Case in point: Urbano mentioned that older clients generally prefer a phone call, while younger clients prefer email or text. Small thing, right? But as a card-carrying member of the "please just email me" generation, I felt seen. If I were planning a dream Italian vacation and someone kept insisting on phone calls because that's their preference, it would add unnecessary friction to the whole process before I'd even booked a flight.

The little things aren't little to the person experiencing them.

The moral of the story? Meet people where they are, pay attention to what they actually need, and, when appropriate, feed them at least three kinds of pasta.

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FAQs:

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What is Arno Travel?

Arno Travel is an Italy-based destination management company (DMC) that specializes in designing customized luxury travel experiences throughout Italy. They work closely with professional travel advisors to coordinate private guides, exclusive experiences, accommodations, and logistical support for clients visiting Italy.

Why do luxury travel advisors partner with destination management companies?

Destination management companies bring deep local knowledge and trusted relationships with hotels, guides, and experience providers. For luxury travel advisors, working with a reputable DMC helps ensure that every detail of the trip is executed smoothly. This partnership allows advisors to provide elevated experiences that go beyond what travelers can easily arrange on their own.

Why are relationships so important in the luxury travel industry?

Luxury travel is built on trust. Clients are investing significant time and money into experiences that matter deeply to them, so they want an advisor who understands their expectations. Strong relationships allow travel advisors to anticipate needs, personalize recommendations, and deliver exceptional service. This is one of the reasons luxury travel advisors often retain clients for many years and receive a large percentage of their business through referrals.

How do travel advisors choose the partners they work with?

Experienced travel advisors choose their partners carefully, prioritizing companies that demonstrate consistent service, strong local expertise, and a proven ability to deliver exceptional experiences for clients. Reliability and reputation matter, especially in luxury travel where every detail of the trip reflects on the advisor. Strong host agencies also play an important role in this process, as agencies like Gifted Travel Network vet partners at an organizational level and build long-term relationships with trusted suppliers, hotels, and destination specialists. This allows advisors within the network to confidently work with partners that have already been evaluated for quality, professionalism, and client care, helping ensure that travelers receive the level of service they expect.
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