Monday Minute: Anna Judek of Zebrano Travel

The Monday Minute is a weekly feature in PAX that highlights the movers, shakers, leaders and rule breakers of Canada's travel advisor community. Wanna be profiled? Wanna nominate someone? Email newsroom@paxglobalmedia.com!

Name: Anna Judek

Name of business: Zebrano Travel

Where do you live?

Richmond Hill, ON. The Zebrano Travel offices are located in Toronto on Davenport Road in the Yorkville area.

How long have you been a travel advisor?

I am the new president and owner of Zebrano Travel. I took over the agency in 2024. Before that, I was director of marketing for Virtuoso in Canada.

What is your specialty?

Our specialty is arranging travel for ultra-high-net-worth clients in Toronto, typically CEO and executive-level families. Our clients travel with us often, usually four to six times a year. We specialize in epic experiences, milestone and celebration travel, multi-generational trips and journeys that deeply reflect our clients’ interests.

What inspired you to become a travel advisor?

Travel is joyful. There is nothing better than planning something extraordinary for clients and seeing them react positively. We love finding that special element of connection, something that stands out, while ensuring our planning is seamless and frictionless. The best compliment is a referral to family and friends. It means we got it right.

What’s the first trip you ever took?

The first trip I took on my own is a very Canadian answer: I went to Boston to see a hockey game.

What travel trends are you seeing these days?

With the state of the world right now, one trend we are seeing is more last-minute bookings. Clients are being cautious about booking trips with strict cancellation policies due to the jet fuel issue and insurance not covering this risk moving forward. Clients are being more strategic about where they travel and are favouring trips with more flexible cancellation policies. 

Popular destinations continue to include Canada, Japan, Europe and Africa. One trend we are seeing, especially among some of our more seasoned travellers, is a shift toward cooler destinations in summer. As Spain and Italy reach up to 40 degrees Celsius, cooler destinations such as Ireland, the U.K. and the Nordic countries are becoming increasingly popular.

Train travel is also gaining momentum, including Belmond and Orient Express, where the train itself is the experience.

Luxury yachts are another area we are watching. Recently, we invited representatives from the luxury yacht segment to speak to the Zebrano Travel team so we could learn more about this exciting option for clients. Four Seasons Yachts, Orient Express Sailing Yachts and Aman at Sea offer a nice transition for clients who typically only book hotels. It really is a floating luxury hotel experience.

Speaking of Japan, off-the-beaten-path and art-focused travel is something we are recommending often. Naoshima, Teshima and Inujima, known as the art islands of Japan, are perfect for clients interested in art and design. The landscapes have been transformed into living works of art. Benesse House offers an all-in-one contemporary art museum and luxury hotel experience.

Of all the bookings you’ve made, which itinerary are you most proud of?

I am extremely proud of the family milestone bookings, where we bring together anywhere from five to 25 family members and organize a comprehensive and exciting itinerary. Recent destinations for these trips include Punta Mita, Fox Harb’r near Halifax, Puerto Rico, Monaco, Prague, Venice and Africa. Africa is always the most memorable family travel experience. The memories are priceless.

What’s the most memorable trip you ever took?

I recently returned from the most life-changing experience: Rwanda and Tanzania with Singita. The wildlife experiences were extraordinary, coupled with the exceptional luxury and service of the Singita brand. Everything was spectacular. Trekking to see mountain gorillas was unforgettable. The population has grown year over year to more than 1,000 gorillas today, after near extinction. Dian Fossey would be proud. Experiencing the private concession of the Grumeti Fund in the Serengeti and seeing the success of conservation and anti-poaching efforts was inspiring.

Where do you see your business one year from now? What are your future goals?

I hope to continue expanding our roster of clients in a smart way. The goal is not to add transactional volume, but to build a clientele that wants to travel well and travel often. Building deep, long-lasting relationships is the goal.

What’s one new skill you’ve acquired recently?

Learning how to use AI to help our back-office work more efficiently, so we can spend more time with clients planning, connecting and researching.

What’s one thing you would change about the travel industry?

There is no consistency. Each supplier and partner works completely differently. It would be beneficial to have a more consistent approach.

What’s the secret to being successful in this business?

You need to be uber-organized and have incredible project management skills. An Excel spreadsheet is your friend. Ultra-high-net-worth clients understand the language of accounting and expect immaculate booking records outlining payment and cancellation policies. And travel, travel, travel. Destination and brand knowledge are invaluable. It really is the only way to properly advise clients.

What is your motto?

No client is the same. No trip is the same.

What is your number one piece of advice to other travel advisors?

Always be learning. If you want to book travel for ultra-high-net-worth clients, you need to know your clients well, including how they like to travel and what their interests are. If a client is into design, understand design. If a client is into art, understand where to see and buy art in the destination. Really understand the artists and global exhibits that are must-see experiences for art-loving clients.

Where are you travelling next?

South of France.

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