Five Stars, Two Awards, One Vision: Inside the Franchise That’s Taking the Travel World by Storm

Executive Spotlight Interview: Alex and Tracy of Alex and Tracy at Not Just Travel

In a world where algorithms have replaced agents, and comparison websites have commoditised the dream of travel, Alex and Tracy are doing something refreshingly — and profitably — different. This husband-and-wife duo have built a thriving travel consultancy business that blends financial acumen, technical precision, and an unshakeable commitment to client experience, proving that the personal touch isn’t just alive — it’s winning awards.

After a breast Cancer diagnosis for Tracy in 2015, life changed, and Alex and Tracy started to re-evaluate their lives. Travel was a passion of theirs, so they decided to use their experience and knowledge to help others find the perfect holiday.

Affiliated with one of the world’s largest travel companies, the Not Just Travel franchise has been recognised as the World’s No.1 Lifestyle Franchise and Europe’s No.1 Franchise in both 2025 and 2026 — an extraordinary double achievement that speaks volumes about the calibre of business they are involved with. Add to that their coveted Luxury Travel Awards win for Luxury Homeworking Business of the Year 2025, a five-star Trustpilot rating, and two standout accolades at the Hays Buying Group Conference — including the G Adventures Community Impact Award and Fred Olsen’s Most Guests Booked in 2025 — and it becomes clear this is no ordinary travel business.

Tracy brings a sharp background in Customer Service and finance, ensuring every client receives meticulous, detail-driven planning and outstanding value and that our clients have the best experience. Alex, a qualified Cruise Expert with deep-rooted relationships across the world’s leading cruise lines, opens doors to exclusive trade deals that simply cannot be found online. Together, they cover everything from five-star luxury all-inclusive and bespoke long-haul adventures to UK weekend escapes — all fully ABTA and ATOL protected, and all delivered with a 24/7 personal service at no additional cost to the client.

Most recently, the pair were honoured to represent TUI as Brand Ambassadors at the prestigious Travel Gossip Awards in London in March 2026 — a fitting stage for two individuals who are not merely participants in the travel industry, but shaping its future.

You’ve both come from very different professional backgrounds — customer service, finance and technical services — yet together you’re building a business from one of the most decorated travel franchises in the world. How did those two skillsets become the secret weapon behind your business success?

Yes we both have different skill sets, which makes working together seamless and effortless, we just instinctively know what we have to do separately to get to the same goal. Together we have control of proficient financial control and efficient operations. We understand that booking your holiday isn’t just a transaction, its very personal. Sometimes, its weddings, honeymoons, or milestone birthdays so we take the time to listen and tailor a holiday, so its perfect for our clients. They are spending their hard earned money therefore we want to find the the best deal for their budget.

The franchise won the World’s No.1 Lifestyle Franchise title two years running, alongside multiple industry awards. It’s an extraordinary achievement. What does you think its take operationally and culturally to sustain that level of excellence — and what do you believe sets you apart from competitors?

Our Franchise just gets stronger and stronger every year. We commit ourselves to being an integral part of our customer’s journey from initial enquiry to post-travel follow ups. We offer a very personalised service and it’s the little touches that matter. We offer regular updates, we deal with payments, amendments, seat allocations, lounges, car parking, transfers and excursions, all the things that will keep you on the phone for hours !! Because who wants to do that !!

In an era dominated by online booking platforms and AI-driven comparison tools, you’ve built a business on the power of genuine human relationships. Why do you believe the personal travel consultant model not only survives but thrives in today’s digital landscape?

The rise of online booking platforms and AI tools has made travel more accessible, but not necessarily easier or more personal. What we consistently see is that while customers may start their journey online, they increasingly value reassurance, expertise, and human connection when it comes to making the final decision. A personal travel consultant offers something technology simply can’t replicate—understanding the person behind the booking. It’s not just about finding the cheapest option; it’s about asking the right questions, listening properly, and tailoring recommendations to suit individual needs, preferences, and occasions. There’s also the element of support and accountability. If something changes or goes wrong, customers don’t want to deal with a chatbot or sit in a queue—they want to speak to someone who knows them and can resolve things quickly. That level of care builds long-term loyalty and repeat business.

Our clients love the personal touch and to talk to someone who prides themselves in taking ownership for what can essentially be one of the biggest outlays for a family is reassuring. We treat that money like it was our own. We take the time with each client to understand their needs and preferences, making the journey not merely a transaction but an adventure. We understand that holiday planning is not a one size fits all. There are hundreds of different options to choose from, for example; seating on the plane- economy v’s economy plus v’s 1st class. Choosing a cruise cabin; inside room v’s balcony v’s suite? Drink package; basic v’s deluxe. Hotel room; balcony or pool view or sea siew. Hotel room type; double v’s twin v’s duplex v’s suite. Board type, excursions – we could go on and on! We take clients through all of this on a personal level to tailor their holiday. This is where we conquer over any website !

Ultimately, AI and online tools are great for information—but people buy from people. The personal travel consultant model thrives because it combines the efficiency of digital tools with the warmth, trust, and expertise of human relationships. That balance is what turns a transaction into a long-term customer relationship.

The G Adventures Community Impact Award is particularly meaningful — it suggests your business is about far more than transactions. Can you tell us about the ethos behind that recognition and how social responsibility shapes the way you operate?

Yes these awards are very important. They are not about the amount of holidays you sell, it’s about helping the communities in the regions that we all holiday in. Tourism is helping local community initiatives, small business enterprises to make a positive change for sustainable tourism.

Alex, as a Cruise Expert with access to exclusive trade deals unavailable to the public, you’re sitting on a significant competitive advantage. How has your expertise in cruising shaped the growth trajectory of the business, and where do you see the cruise market heading?

This is where we sparkle. We have cruised extensively and Alex has an insane appetite for knowing everything about what cruise lines have to offer. He knows the itineraries, the deck plans and where the best balconies are. The best cruises for foodies, the best ones for families or adults only. We have access to the major cruise lines right down to the River Cruises. Our clients know and trust that Alex will find them the best deal, itinerary and cabin. The Cruise market is getting bigger every year. Once known for being for older people and rather stuffy, the new batch of super ships cater for all; solo travellers, couples, families, groups of friends, and they can now all travel together and still find lots to do. With great destinations, wonderful food, fantastic entertainment and lots of activities for the kids, everyone’s a winner!!

You offer a genuinely 24/7 personal service with no additional cost to the client — a model that challenges conventional thinking about premium service and profitability. How have you made that work as a sustainable business, and what advice would you give to entrepreneurs looking to build a service-first brand?

Yes we are available 24/7, we always have a phone to hand. 99% of the time we will pick up straight away, if not there is a message service and return calls within minutes. Having flexible times helps our clients. They can call us anytime for an enquiry, make a payment against your holiday, book seats, upgrade, book lounges or excursions. You don’t have to wait for the lines to open the next day to get in contact with us! The best bit is, we do not charge for this out of hours service. We are in a fortunate position that we can access trade pricing from over 400 suppliers, which allows us to find our clients a great deal and then our commission comes from the Supplier, Win Win!!

We love helping families find their dream holidays, couples find their dream wedding or honeymoon. Best of all, we get to hold their hands and experience their excitement for the build up to their holiday, and always love seeing their photos and how they have made fantastic memories.

We would encourage anyone to start their own service – first brand, especially if your forte is customer service. It’s a lovely feeling when you can work for a living and help people. You get out of it what you put in, so if you want to keep it small and manageable or grow the business worldwide, then there’s nothing stopping you! Yes it’s hard work and long hours, but it’s yours and that’s a wonderful feeling .

We feel we have made the right decision with our Franchise and we welcome enquiries from individuals, businesses, schools, sports clubs etc.

We really do make planning a holiday feel like a Holiday !