A Travel Counsellor has revealed the secret to his long-term success after maintaining Gold status for 23 years straight. 

David Griffin has belonged to the company’s top 10% of sellers since 2003, and today is one of the elite few to have held the title consecutively for more than two decades. 

Last year alone, he made nearly £2m in sales – a figure he’s on track to achieve again by the end of 2026. 

But David, now a grandfather, admits it was always a “gamble” to join Travel Counsellors. At the time, he was earning a steady income as a Thomas Cook branch manager in Manchester, and had worked for the now-defunct company for more than 10 years. 

“It was a big step going from a paid employment to no salary,” he told TTG Luxury. “I had three young children and a big mortgage, as we’d just moved house.” 

It was ultimately his wife, Sarah, who encouraged him to take the plunge. “Credit to my wife – she said, ‘Go for it.’ So we did.”

To give him the best chance at success, David spent between eight and 12 months strategising a business plan before signing up. 

“I wanted to hit the ground running when I started at Travel Counsellors,” the Formby-based agent explained. Not only did he ensure he had savings to compensate for the temporary lack of income, he also invested heavily in building a strong brand profile. 

“I probably spent that whole first month at Travel Counsellors marketing,” he said. “I joined a networking club, distributed leaflets and posters, promoted myself in the local school newsletter, and got my email marketing database up and running. There wasn’t one magic thing that worked. It was a question of doing everything.” 

This focus on marketing was especially important for finding customers. Despite having worked at Thomas Cook for more than decade, David didn’t come to Travel Counsellors with a ready-made client base. 

“I lived 40 miles away from Thomas Cook in the Trafford Centre, so I hadn’t been selling to people in my local area,” he recalled. “Sometimes I do look back and think, ‘Gosh, that was a gamble. How did I get through that with a young family?’” 

Fortunately, the risk paid off. David’s marketing efforts earned him Best Newcomer in his first year, shortly followed by Gold Status. More than two decades later, he still carries the prestigious title. 

“This is something I'm really proud of,” he said. “If you’d asked me, would you still be a Gold Counsellor 20-odd years later, I'd have definitely said no.” 

As for how his Gold membership has benefited him, David believes the VIP status opens doors to invaluable contacts within the company. 

“It gives you opportunities to meet with the senior leadership team within Travel Counsellors and to build strong relationships with your fellow TC colleagues, especially at events like the annual Gold Dinner,” he explained. 

David added that the Gold Fam trips – the all-expenses paid luxury tours designed to reward Gold Travel Counsellors – are one of the biggest perks of the status. 

“These destinations are amazing,” he said. “I’ve been everywhere from Barbados to Mauritius on these trips, and I’ve come back to sell the destinations to clients.” 

He was also a guest on the inaugural Gold Fam trip in 2004, reminiscing: “Back then, there were probably only about 30-odd of us. Now it’s hundreds and there’s multiple Gold Fam trips a year. It’s incredible to see how much it’s grown.”  

David also says his Gold status, which is showcased on his brand’s stationery, is an effective conversational starter with enquiring clients. “When I give out my business card and they see ‘Gold Travel Counsellor’, they often ask, ‘What does that mean?’ So then I can explain it to them. But of course, I’d like to think they’d book with me regardless!” 

As for the secret to his lasting success at Travel Counsellors, David believes it’s simple: be as personable as possible. Once he’s received an enquiry, he always invites the person to have a conversation first. 

“I like to actually speak to my clients on the phone, rather than email,” he said. “It’s less transactional and I believe you get more information from them about their holiday preferences.” It’s also a great way to build a genuine relationship with the client: “I’ll have a general chit-chat, before going into the details of the inquiry. I’ll ask about the family, how everything is going, etc. So it becomes more like a friend phoning you up.” 

Now approaching his Silver Anniversary at Travel Counsellors, David is looking forward to the next chapter of serving his loyal clients and sharing his passion for “this exciting industry.” 

“I’ve no plans to retire – unless I win the lottery, that is!” 

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