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Sally Palmer

Experience9 Years

Flying solo at 9-years old from Melbourne to L.A. to join her parents on holiday sparked a love for adventure that never left Sally. Her passion for bespoke travel inspired the launch of LUXE Traveller & Co., which focuses on helping clients create life-enriching travel experiences.

With the belief that ‘luxury’ means something different to everyone, getting to know her clients’ interests and tastes is critically important to Sal. Whether it’s staying in the latest 5-star hotel, escaping to the most remote island in the Pacific or purely relishing the luxury of time, Sal wants her clients to experience the perfect itinerary to maximise their time away. Her travels to many magical parts of the world – from cultural hotspots in Cuba and Cape Town to the idyllic coastlines of Mexico and Maui to touring through Europe and living in the U.K. – have each shaped Sal into the curious and self-proclaimed perfectionistic travel agent she is today.

Sal stays ahead of the game by travelling often, participating in trade shows and joining familiarisation trips to research and test-out the best hotels, resorts, restaurants, tours and experiences for her clients. During these trips, relationships with her global connections are reaffirmed so when her clients arrive at their hotel, they’re welcomed and looked after with genuine care. Her clients love that she is constantly providing new ideas, great recommendations and connections to the best hotels. Plus, with everyone being so busy these days, clients share that they appreciate how flexible Sal is with how, where and when they collaborate together. From in-home consultations to communicating via email, text, Instagram, WhatsApp…anything goes!

What inspired you to become a travel advisor?

As a self-confessed holiday-planning addict, I wanted to turn my obsession into a career helping others experience the fun in the planning phase. I’ve always relished in the anticipation and excitement as a trip approaches and obviously keep this energy through to the actual holiday itself. So, I joined forces with my sister, Jacqui Keating, (a very well-versed luxury travel agent), to create LUXE Traveller & Co. in partnership with SmartFlyer.

My previous experience in luxury brand management and tourism marketing provided a solid foundation for understanding what luxury travellers really want. I feel like I have the best job in the world, although it doesn’t feel like work to me. I thrive on discovering new places and hotels for clients, and playing a small part in the joy and happiness their holiday brings. It makes me happy to see them having fun, taking time out, reconnect with themselves and loved ones. Recharging is critical for all of us and holidays are the perfect time to do this.

What guides your personal travels?

Having studied Architecture, Art and Photography, I’ve always loved the grandeur of the European cities – the craftsmanship that’s gone into their design and the physical building is simply inspiring. Istanbul and Abu Dhabi also blew me away with the design of their mosques! But no matter where you go, the feel of a place greatly impacts your stay, so my understanding of how destination and design play off one another is crucial; being a successful advisor is about drawing these parallels for your clients.

Finally, with two children of my own, family and multi-generational travel are very much a focus for me right now. I can offer first-hand advice on how to create a seamless trip when travelling with all ages! From little ones to Grandparents, it’s important that everyone is factored into the plans.

Favorite Travel Tip

With a personal yearning for nature and wellness experiences, I love planning trips that allow my clients to take time out, to recharge mind and body in a way that’s tailored to their interests. My tip is to prioritize taking a trip that's truly going to have you return feeling better than when you departed.