From fashion buyer to family travel specialist, £230k booked in her first year, and a Dubai Mystery FAM in the bag.
Anna Town joined us in March 2025, and I remember straight away thinking, she’s going to build something special here. The attention to detail. The way she asked questions. That quiet confidence of someone who has built a career before and knows exactly how to do it again, her way.
Just over a year in, Anna has booked £230k through her business, Love Travel By Anna, based in Buckinghamshire. She has earned a spot on one of the most competitive FAM trips of the season. And she is building a loyal client base of busy corporate families who trust her with every detail of their holidays.
Watching her grow this has been a joy.
Travel Niche & Personal Touch
Before travel, Anna spent years as a fashion buyer, flying around the world to meet suppliers, visit factories, and shop for inspiration. Every trip ran on tight timelines, but she still made time to soak up the culture, build partnerships, and understand the place she was in. That instinct carried straight into her second career.
“My background in fashion means I’m all about the attention to detail,” Anna shares. “I like to keep up with travel trends and where the hot places to go are.”
Her clients are often families where both parents are juggling corporate jobs, and Anna has lived that life herself. She knows what they want: a full-service booking, a holiday where everything is taken care of, and the freedom to turn up and enjoy family time without the planning stress.
The JLT Journey So Far
Anna joined in March 2025 and has booked £230k in her first year. That pace earned her a place on the Dubai Mystery Stopover FAM trip in December, a surprise drop visiting Dubai and the Maldives.
“It was an incredible trip,” she says. “But the best part was meeting other travel professionals and learning so much more about my new industry.”
Her next milestone? £500k in sales. And from where I’m sitting, she’s going to hit it.
A Memorable Booking Moment
One recent booking has stayed with Anna, and with me, too, when she told me about it.
Three women in their 70s came to her with a trip that two of them had originally planned with their husbands five years ago. Both husbands have since passed away. The women wanted to honour the original plan, but reframe it as something new: a girls’ road trip.
Anna put together a 3.5-week self-drive tour across New Zealand for the three of them, tailored to their pace, their stories, and the friendship at the heart of the trip. They fly out in January.
“I can’t wait to see the pictures when they go,” Anna says.
That is the kind of booking that reminds you travel is never about the logistics. It is about the people. And it is exactly the kind of thoughtful work I see Anna doing again and again.
Words of Wisdom
When asked what she would tell someone on the fence about joining, Anna doesn’t sugarcoat it.
“Travel is not for the faint-hearted. It’s a lot of responsibility and you need to be on hand to help pretty much 24/7. However, the rewards are so, so worth it. When you get a message from a family saying they had an incredible time thanks to your hard work and recommendations, it really is the best feeling.”
Her favourite system tool? The PPP calculator. “Being an ex-buyer, I love it. Takes me back to calculating product margins.”
Her dream? She adores Japan. She has been twice and is still only scratching the surface, so she loves putting together Japan itineraries for clients who find the destination daunting to plan alone.
And her most practical tip, earned the hard way with three children in tow: “Always take spare clothes with you in case someone is sick on you on the flight.”
Cheering You On, Anna
Just over a year in. £230k booked. A Dubai FAM in the bag. A girls’ road trip across New Zealand on the horizon. £500k in sight.
Anna is building her business the Love Travel By Anna way. Quietly, carefully, brilliantly. And we are so proud to have her within JLT.
