Over the last decade, internet technology has been threatening to make travel agents obsolete. But our research indicated that the increasing access to travel information only underscored the need for better guidance. And among those who took travel seriously, a trusted advisor in the planning rated as highly as the destination itself. We rebranded the 30-year-old Miami-based agency as a high-end boutique, promising exclusive opportunities, personalized experiences, and the most sought-after vacations on the planet. The new brand instantly elevated appeal, rapidly grew business among the social elite, and became a status symbol for travelers worldwide.