Sally Strang: My Lifetime in Travel
After all these years, I’m still as excited by discovery, new experiences, and helping clients create unforgettable memories as I was on day one.
◦ 11 min readA life in travel
Travel has never been “just a job” for you. When did it first become clear that this would be a lifelong path rather than a phase or profession?
Travel was never just a job for me. Early in my career, my fist hotel job was working in hotel sales with Thistle Hotels at the Kensington Palace Hotel (the hotel, not the palace), I quickly realised this was where I belonged. I loved the relationship-building side of the role, visiting companies, negotiating agreements, and ensuring their travellers were genuinely well looked after.
What set hotels apart was the pace and variety. No two days were ever the same, and I was fortunate to gain experience across most hotel departments early on. That hands-on exposure gave me a deep understanding of how hotels really work and reinforced my desire to stay in the industry. It became clear very quickly that travel wasn’t a phase, it was a long-term path.
With more than three decades in the industry, you’ve seen travel evolve through multiple eras. What has changed most and what has surprisingly stayed the same?
The most significant change I’ve seen is technology. The pace at which travel now operates, from booking platforms to communication, data, and reporting is completely unrecognisable from when I started, making the industry faster, more global, and more complex.
The most challenging period of my career was the COVID era. My business was decimated almost overnight, and it was an extremely difficult time. Yet even through that, what surprised me was how much stayed the same. Relationships remained central, and many of the industry’s long-standing players supported one another and endured. Despite constant change and unprecedented disruption, travel has always been and remains a people business.
Looking back, what skills or instincts developed early on that still underpin the way you work with clients today?
From very early on, I developed a strong instinct for people. I’ve always been able to speak comfortably with anyone, at any level, and that confidence has stayed with me throughout my career. Understanding who I’m dealing with, how they communicate, what matters to them, and how best to work with them, comes naturally to me.
Those instincts still underpin the way I work with clients today. Travel is built on trust, and being able to read a room, adapt quickly, and build rapport has always been just as important as technical knowledge or commercial strategy.
Longevity, perspective & staying relevant
Very few people build careers in travel with the kind of longevity you have. What do you think has enabled you not just to stay, but to keep enjoying it?
I think it comes down to passion, determination, and a genuine love for what I do. I’ve always taken pride in my work, and that keeps me going, even when the travel world throws a curveball or a global pandemic! Travel is always changing, and I’ve enjoyed rolling with it, learning along the way, and staying on my toes.
But honestly, it’s the people that make it fun, clients, colleagues, and suppliers alike. I love helping clients, solving problems, and creating experiences that make them smile. As long as that spark is there and I can still share a laugh with suppliers over a tricky booking or last-minute change. I don’t see myself ever stepping away from this industry. After three decades, I guess you could say I’m addicted… and very proud of it.
How has your definition of “luxury” shifted over the years – personally and professionally?
When I started, luxury was big brands, polished finishes, and a bit of bling. Over time, I’ve learned that true luxury isn’t just five stars or famous names. It’s sometimes smaller, unique hotels where service is personal, every detail matters, and experiences stay with you. Thoughtfulness, authenticity, and creating effortless, memorable moments, that’s the real luxury, and it’s what I aim to deliver every day.
Is there a moment where you realised your experience had become your superpower rather than something to downplay in a fast-moving industry?
My superpower? I know the travel industry inside out. I’ve worked across the industry in various roles. I understand how hotels, tour operators, airlines, private aviation, representation companies, and tourist boards work. That inside-out knowledge lets me anticipate challenges and deliver solutions before anyone even realises there’s a problem.
Then & now: a career in reflection
Early in your career, Travel Weekly profiled you with the headline:
“A true romantic with no time to take an exotic honeymoon.”
When you look back at that moment, what still feels true and what makes you smile in hindsight?
Looking back at that Travel Weekly headline still makes me smile. At the time, (late 80’s) it was true. My husband was doing his command course at Virgin Atlantic and I was fully immersed in my career, so there was no exotic honeymoon! What’s still true today is my love of travel and adventure. My husband may be retired, but I’m still going, simply because I want to!
If you were being profiled today, what do you think the headline would say — and what would you hope it captured about who you are now?
If I were being profiled today, I think the headline might read something like: “A Veteran Still Loving Every Mile.” I’d hope it captures not just the length of my career, but the curiosity, energy, and passion that keep me moving forward. I’m still as excited by travel as I was decades ago, and I’d like it to reflect that I’ve never lost the joy of discovering, creating, and connecting, even after all these years.
Behind the scenes of travel
You’ve worked across hospitality, operations, consultancy and luxury travel. How has understanding service “from the inside out” shaped the way you design trips?
Understanding service “from the inside out” comes naturally. Having worked across hospitality, operations, consultancy, and luxury travel, I know the product, the suppliers, and how everything works, which lets me design seamless, effortless trips tailored perfectly to each client.
What are the small, often invisible details that you believe quietly elevate a travel experience from good to exceptional?
The difference between a good trip and an exceptional one lies in the countless personal touches I weave in for every client. For example, a handshake from a GM at a hotel costs nothing but is highly effective!
In an age of endless online inspiration, where does the real value of a trusted travel advisor now sit?
Really, who wouldn’t want to speak to a human being? A trusted travel advisor listens, anticipates, and turns all that endless scrolling into a seamless, unforgettable trip, something no algorithm, however clever, can ever do.
A shared life in the skies
You’ve spent more than a quarter of a century as the partner of a long-haul flight captain. How has that shaped your understanding of travel beyond the brochure?
After 25 years as the partner of a long-haul flight captain, I’ve learned that travel isn’t just about pretty brochures. I know the reality of long flights, jet lag, and the little comforts that make a journey bearable. Insight I now use to make every client’s trip seamless and enjoyable.
Has seeing aviation from such a close, human perspective changed how you think about the rhythm, realities and emotional side of long-haul travel?
From long-haul flights, delays, cancellations and layovers, I’ve seen it all and trust me, jet lag is brutal! (anyone living with a pilot or cabin crew will tell you). Seeing aviation up close has given me a real appreciation for the rhythm, realities, and emotional side of travel. I know how exhausting long flights can be, how time zones sap energy, and how the little comforts make all the difference. That insight allows me to anticipate what clients truly need, from timing and connections to personal touches, so every trip feels smoother, more comfortable, and genuinely memorable.
Do you think clients sense that lived understanding when you plan journeys for them?
Absolutely. Many of my clients know me personally, and even those who don’t often research my background or hear about me through referrals. They can sense the lived understanding I bring to every trip, the experience, the insider knowledge, and the attention to detail that comes from decades in the industry. That trust allows me to anticipate their needs, create seamless journeys, and deliver experiences that go beyond what any brochure or website could promise.
Care, trust & responsibility
After decades of listening to clients’ hopes, fears and expectations, what do you think people are really asking for when they say they want a “perfect trip”?
When clients ask for a “perfect trip,” I think what they really mean is: “Please handle everything so I can relax and enjoy it!” It’s about personal attention, anticipating every detail, and creating experiences that feel effortless and truly memorable.
How do you balance excitement and aspiration with reassurance; especially for clients who may be travelling less confidently or at a different pace?
I think travel should feel exciting, not overwhelming. I try to balance inspiration with reassurance, anticipating every need so my clients can relax and enjoy every moment.
What does responsibility mean to you when you’re designing deeply personal journeys for others?
Responsibility means keeping my clients safe, secure, and financially protected, anticipating every detail and being there 24/7 so their journey feels seamless and worry-free.
Looking forward
As you continue to grow your business, what still excites you most about the future of travel?
After all these years, I’m still as excited by discovery, new experiences, and helping clients create unforgettable memories as I was on day one.
How do you see your role evolving – not just as an advisor, but as a mentor and guide within the industry?
I’d love to play a bigger mentoring role within Travel Counsellors, supporting newer advisors and helping shape the future of luxury travel. Sharing experience feels like a natural next step.
What do you hope people feel when they return from a trip you’ve designed for them?
I hope they return happy, content, and truly looked after. Seeing it reflected in a wonderful testimonial is what makes all the planning and care worthwhile. It means the world to me!
Quick Fire with Sally
Window seat or aisle.. and why?
Give me a window seat in economy and I’m happy, watching the clouds roll by. Business class? I just recline, sip, and don’t care where I sit!
Packing early… or five minutes before leaving?
I do a little planning, but it never stops me from overpacking at the last minute!
Hotel breakfasts: essential ritual or optional extra?
I’ll eat breakfast, but I skip the buffet chaos! Quality over quantity any day!
Romance in travel: surprise or precision?
I think it’s really about how you create moments that feel special and memorable for clients.
One destination you’ll never tire of recommending?
There are so many, but Greece never fails and I’d love to convince more people to explore Jordan!
Younger Sally at the start of her career: idealist or realist?
Younger me? All big dreams and excitement, reality hadn’t quite caught up yet!
Flight delays: deep breath or deep sigh?
Take a breath, have a drink, stay calm, and focus on what you can control.
Most overused phrase in luxury travel?
Don’t get me going! I could rant about this forever! I’m obsessed with how meaningless luxury clichés have become. Everywhere, websites, brochures, emails. It’s “bespoke experiences,” “unparalleled service,” “once-in-a-lifetime moments.”
Real luxury isn’t a phrase on a screen, I think it’s the little details, personal touches, and seamless journeys that actually make people say wow.
A travel habit you’ve picked up from your husband?
Setting my watch to the destination time as soon as I board a long-haul flight. It’s a simple habit and it really helps with jet lag.
One word that still sums up why you love this industry?
PEOPLE