How do you choose your travel agency?

Hi Lucas,

This is a very interesting question and I’m sure you’ll receive a lot of subjective answers.

For me, it’s rarely just about the website, price or even reviews.

It comes down to four things:

1) Alignment: How closely the agency’s approach matches the way I see travel. Whether they value immersive experiences over touristy checklists, and whether their journeys feel thoughtfully designed rather than mass-produced.

2) Mutual understanding: When both sides are aligned in terms of expectations and intent, the entire experience tends to flow much better.

3) Transparency: Clear communication, honest recommendations (even if that means advising against something), and a sense that the agency is not just trying to “sell” but genuinely curate — that builds trust over time. This is the most important for me.

4) Promptness: Timely responses and clear follow-ups reflect how organised and attentive the agency is, even before the journey begins.

In the end, it comes down to a simple feeling:
Do I trust this person to guide me through a place in a meaningful way, or am I just being sold another standard itinerary?

That sense of trust is what ultimately makes the decision for me.