Custom Travel Advisors

Based in Atlanta, Custom Travel Advisors operates as a specialized travel agency focused on creating personalized and detailed travel experiences. Led by Susan Forbes, an advisor with over 25 years in the industry, the agency positions itself in the high-end market, leveraging its affiliation with the prestigious Virtuoso network. This connection is a cornerstone of their service, granting clients access to a level of amenities, upgrades, and exclusive opportunities not typically available to the public. The agency's core philosophy is to remove the stress and overwhelming nature of online research by providing expert, tailored recommendations. They emphasize a collaborative process, starting with in-depth conversations to understand a client's specific interests and travel style before designing a completely bespoke journey.

The Advantages of a Curated Approach

One of the most significant benefits of working with Custom Travel Advisors is their membership in the Virtuoso network, an invitation-only organization comprising the top 1% of travel professionals globally. This affiliation is not just a title; it translates into tangible perks for their clients. These often include complimentary room upgrades, daily breakfast at luxury hotels, spa or dining credits, and flexible check-in/check-out times. Beyond these hotel-specific benefits, the network provides access to unique shore excursions on cruises and private, behind-the-scenes tours that are otherwise inaccessible. Testimonials suggest that the agency excels at leveraging these connections, securing accommodations and activities that clients felt they could not have found on their own.

The firm is built on the extensive personal travel experience of its founder, Susan Forbes, who has visited over 60 countries. This firsthand knowledge is particularly deep in destinations like Europe (especially Italy), Africa, Australia, and New Zealand, for which she holds specialist certifications. This expertise allows for the creation of highly detailed and nuanced custom itineraries. Clients have praised the ability of the agency to listen to their needs, even for complex family vacations with young children, and deliver well-suited properties and activities. The service includes managing all logistics, from flights to transfers, aiming for a seamless experience from start to finish.

Areas of Specialization

Custom Travel Advisors offers a wide range of services tailored to different travel styles. Their expertise is evident in several key areas:

• Luxury Travel: As a Virtuoso member, this is their primary focus. They design trips that emphasize comfort, exclusivity, and high-touch service.
• Cruise Bookings: The agency has experience with most major cruise lines, including luxury and river cruises, helping clients find the best fit for their preferences and budget.
• Adventure Travel: For those seeking more than a relaxing getaway, they craft journeys centered on unique and active experiences.
• Honeymoon Packages: They create romantic and memorable trips for couples, handling all the details so the newlyweds can relax.
• Cultural & Historical Tours: Leveraging a deep knowledge of history, particularly European history, they can design immersive trips for those interested in arts and culture.

Potential Drawbacks and Considerations

While the service offers significant advantages, potential clients should consider a few factors. The primary consideration is cost. A high-touch, personalized trip planning service affiliated with a luxury network like Virtuoso inherently targets a premium market. This model is not designed for budget travelers or those seeking the absolute lowest price. The value is in the expertise, time saved, and exclusive amenities, which come at a premium compared to booking through mass-market online platforms. While some Virtuoso advisors may not charge fees, relying on commissions, the overall cost of the trip components (hotels, tours) will be in the luxury category.

Secondly, the process is collaborative and requires client input. This is not an instant booking service. Clients looking for a quick, transactional booking might find the detailed consultation process more involved than they prefer. The agency's method is to delve into a traveler's desires to build a trip from the ground up, which requires time for discussion and refinement. Lastly, while client feedback appears overwhelmingly positive based on the company's website and Virtuoso profile, there is a limited presence of reviews on broader, independent platforms. This makes it more difficult to gauge a wide spectrum of unbiased experiences, as is common with many boutique, relationship-based businesses.

Who is This Travel Advisor For?

Custom Travel Advisors is an ideal choice for discerning travelers who value expertise, personalization, and exclusivity over pure cost savings. Clients who are time-poor and overwhelmed by the sheer volume of online travel options will find significant value in the agency's curated approach. It is particularly well-suited for planning complex, multi-destination trips, milestone celebrations like honeymoons or anniversaries, and family vacations where the details are crucial. Those who appreciate the added perks of luxury travel—such as potential upgrades and VIP treatment—will benefit directly from the Virtuoso affiliation. However, travelers whose primary decision-making factor is budget may find that this agency's focus on the premium market is not the right fit for their needs.