Jo Williams never imagined the transformation her life would undergo when she made the leap from working as a retail travel agent to becoming her own boss with Travel Counsellors.
Today, she confidently describes herself as ‘the happiest I’ve ever been’ — personally, professionally, and every step in between. This is her story of finding fulfilment, building a thriving business, and creating meaningful connections, all while doing what she loves most.
From high street to high hopes
Before joining Travel Counsellors, Jo built her career in customer-facing roles. Starting in fashion, she eventually transitioned to travel, spending a decade as a high-street travel agent. While Jo loved the customer interaction, she struggled with the rigid constraints of her retail role.
Jo explained: “The restrictions stopped me from being able to express myself and give that human-to-human, personalised service.”
On top of that, she longed to build something for herself, her family, and her future.
Then Jo discovered Travel Counsellors. Drawn by the opportunity to run her own travel business with world-class support, she took a leap of faith that would change her life.
Care from the very first interaction
Jo recalls the moment she first set foot in the Travel Counsellors Support Hub during a Discovery Day. “I was welcomed like I was already part of the family,” she said. “The atmosphere and vibe were so lovely – it oozed care, which is exactly what I’m all about!”
That sense of community and support made her decision easy, and soon after, Jo became a fully-fledged Travel Counsellor.
Tools that make a difference
One of the first things Jo noticed after joining was how streamlined everything became. With access to the all-in-one booking platform, Phenix, she found a stark contrast to her previous systems.
“Phenix is a one-stop shop. Everything I need is right there, all under one roof. It’s amazing how everything just comes to life so effortlessly,” she said.
This innovative technology with AI-powered insights allows her to spend less time navigating clunky software and more time focusing on what truly matters: her clients.
Building her dream business
Running her own business has brought Jo some unforgettable moments. She fondly remembers her first big fam trip with Celebrity Cruises to the Bahamas.
More recently, she celebrated her best-ever sales month and received recognition from Travel Counsellors’ Global Sales Director.
Jo said: “It’s so lovely and personal when we get that kind of acknowledgement.”
But above all, Jo values the relationships she’s built with her clients. “I’m able to give my own ‘Jo’ style to my clients and make booking a holiday feel like a special experience, rather than just a transaction,” she explained.
Jo’s clients often become her friends – a testament to the personalised service she’s always dreamed of delivering.
Support when you need it most
Jo is quick to credit the unwavering support from Travel Counsellors as a key ingredient in her success. From operational assistance to wellbeing resources, Jo feels truly cared for.
“I didn’t realise just how much support I would get. If I’d known, I wouldn’t have been so scared to make the leap!” she added.
Whether it’s the relationship management and marketing teams helping her grow her business, or initiatives like motivational vlogs, virtual coffee mornings, and mental health support services, Jo knows she’s never alone on her entrepreneurial journey.
A life-changing decision
When asked how her life has changed since becoming a Travel Counsellor, Jo becomes emotional; her tear-filled eyes and beaming smile saying it all. “Immensely! I’ve never, ever been happier,” she shared.
“You need a lot of drive and commitment, but if you’re prepared to put your heart and soul into it, you’ll reap the rewards.”
Her advice for others considering making the move?
“Don’t be afraid. Take the leap. The support, the community, and the opportunity to be your own boss will transform not just your career, but your life.”
Take the first step
If you’ve been dreaming of taking control of your career and starting your own travel business, there’s no better time to explore what Travel Counsellors can offer.
Discovery Days are the perfect opportunity to meet the team, experience a supportive community, and learn how Travel Counsellors help people like Jo to achieve their goals.
Register for a Discovery Day today and take that first step towards writing your own success story.
