Monday Minute: Zahra Farhang of Sonder Trip

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: Zahra Farhang

Business: Sonder Trip

Where do you live? Vancouver, B.C.

How long have you been a travel advisor? Just over four years

What is your specialty? 

I specialize in luxury and adventure travel with a strong focus on highly-customized, experience-driven itineraries. This includes Europe, Asia, the South Pacific, and tailor-made trips for couples, families, and small groups who want seamless logistics with meaningful experiences.

What inspired you to become a travel advisor? 

Travel has always been personal to me, and I always knew I wanted to work in this sector. When I realized how my work could transform people's experiences and bring them genuine happiness while travelling, I was inspired to dedicate myself to creating thoughtful journeys that leave a lasting impact.

What's the first trip you ever took? 

My first memorable international trip was to Europe as a teenager. It opened my eyes to different cultures and ways of life and planted the seed for a lifelong love of travel.

What travel trends are you seeing these days? 

Clients are booking further in advance, prioritizing fewer destinations with longer stays, and investing more in private guides and unique experiences. I'm also seeing strong demand for wellness-focused travel, slow travel, and trips that combine adventure with comfort, especially for families and multi-generational groups.

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

A group trip I organized for seven women travelling along the West Coast of British Columbia and the U.S. stands out. I coordinated accommodations, private transportation, and a mix of outdoor adventures and cultural experiences, ensuring everyone's interests were included. It was incredibly rewarding to see the group connect, relax, and enjoy a memorable journey together.

What's the most memorable trip you ever took? 

My first FAM trip to the Cariboo region for heli-hiking was unforgettable. Experiencing the thrill of exploring remote mountain terrain from a helicopter drop, surrounded by stunning landscapes, gave me a whole new perspective on adventure travel. It was not only exhilarating but also inspiring in how I approach designing unique, high-adrenaline experiences for my clients.

Where do you see your business one year from now?

I see Sonder Trip continuing to grow with a stronger focus on curated group journeys and deeper partnerships with trusted global suppliers. My goal is to keep refining my niche while maintaining a highly personalized client experience.

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

I've been refining my storytelling and content strategy to better communicate the value of custom travel, especially through social media and client-facing materials.

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

I'd love to see more education around the value of travel advisors and the behind-the-scenes work that goes into creating seamless trips. I'd also love to see kids in high school or college learn about this industry—something I never had the chance to explore early on.

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

Listening carefully, building strong relationships, and never cutting corners. Trust is everything.

What is your motto? 

Crafting memories, one journey at a time.

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

Find your niche and stay true to it. You don't need to sell everything to everyone to build a successful business.

Where are you travelling next? 

Japan, exploring Tokyo, Kyoto, and the northern regions for culture and nature experiences.

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