Monday Minute: Maria Viviana Urso of Voyages Concierge Deluxe 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: Maria Viviana Urso

Name of business: Voyages Concierge Deluxe Travel

Where do you live? Montreal, Quebec

How long have you been a travel advisor? Over 20 years

What is your specialty?

I specialize in luxury travel, with a true passion for cruises and yacht experiences.

What inspired you to become a travel advisor?

From a young age, I developed a passion for flying and travel and that curiosity led me to study tourism. At the time, I never imagined my journey would lead me to marry a travel consultant and eventually own a travel agency.

What’s the first trip you ever took?

My first trip was to California with my parents when I was five years old. Years later, at 28, I planned my first solo trip to Europe, with a return stop in Miami, where I ended up meeting my husband. It turned into a truly unforgettable journey.

What travel trends are you seeing these days?

Travellers today are seeking more unique and immersive experiences. They’re no longer satisfied with the “usual” vacation and are increasingly drawn to new, less conventional destinations. We’re seeing strong demand for yacht charters and small luxury ships, as clients prioritize personalized, intimate travel experiences.

As for destinations, Antarctica continues to be at the top of many bucket lists, while Italy remains a timeless favourite that attracts travellers of all ages. This past winter, we saw a shift away from traditional sun destinations like Florida, with many travellers opting for Portugal and Spain instead. They're returning extremely pleased with their choice.

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

I truly feel proud of every booking I create, as it brings me so much joy to design memorable vacations for my clients. I get so immersed in the process that it often feels like I’m travelling ahead of them, ensuring every detail is perfectly in place.

But one recent itinerary stands out: a three-week luxury journey through France, planned as a birthday surprise. It included stays at exceptional hotels, carefully selected restaurant reservations and exclusive private tours. Putting it together and knowing it would create such a meaningful and unforgettable celebration made it incredibly rewarding.

What’s the most memorable trip you ever took?

I’ve been fortunate to experience many incredible trips around the world, but one that stands above the rest is my journey to Israel in 2020, just before COVID. It’s difficult to fully describe the feeling. It was truly profound. From spiritual visits to the Holy sites to the beauty of the Sea of Galilee, standing in awe at Masada and floating in the Dead Sea, every moment carried deep meaning and history. It’s an experience that has stayed with me, and I believe everyone should visit at least once in their lifetime.

More recently, we welcomed the New Year in France’s Loire Valley, staying in a stunning château. It felt truly magical and unforgettable.

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

With the continued growth of the travel industry, I see our business strengthening within the luxury travel market. Our focus is on attracting a refined clientele seeking high-end experiences and continuing to elevate the level of service and personalization we provide daily.

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

One skill I am trying to develop is becoming more comfortable with AI. It’s a work in progress and definitely requires some patience.

At the same time, my strongest evolving skill is multitasking: seamlessly managing everything from individual reservations to leisure and corporate groups, all while working with the latest technology.

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

One thing I would change is the perception of the value a travel advisor brings. In the past, travel agencies were the main source for planning and booking. Today, many clients attempt to plan on their own. Everyone loves to play “travel agent.”

While access to information is a great thing, it’s important for clients to recognize that the expertise, time and personalized insight a travel advisor provides are incredibly valuable. Our recommendations are based on firsthand experience and industry knowledge, and that level of service goes beyond making a booking.

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

You must love what you do. If you are passionate about it, you will succeed.

What is your motto?

Don’t just travel, create memories that will last forever.

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

My advice is to truly know the destinations and products you are selling. Take every opportunity to experience them firsthand. Visit resorts, explore hotels, go on that extra tour and, when on a cruise, request to see different cabin categories.

When you’ve personally been there, you can speak with confidence and authenticity. That’s what truly builds trust with your clients and leads to successful sales. Know the destination.

Where are you travelling next?

I just returned from an unforgettable Caribbean sailing on the Ritz-Carlton Yacht Evrima. It was a truly “wow” experience. Next, I’ll be travelling to Antigua.

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