From Travel Journalist to Travel Advisor: How Andrew Dobson Turned Stories Into Sales

Andrew Dobson knows his way around a luxury hotel.

He’s spent nearly two decades checking into some of the world’s finest properties, reviewing suites, touring spas, interviewing hoteliers and documenting his experiences for newspapers, magazines and his own travel website.

His bio could make even the most seasoned globetrotter green with envy. He’s visited 102 countries, dined at more than 100 Michelin-starred restaurants and built a YouTube channel that’s ticked nearly three million views.

But these days, when someone watches one of his hotel tours and asks about the room, Dobson has a new answer.

He can make the reservation himself.

The Toronto-based travel journalist and founder of Dobbernationloves, an online lifestyle publication, is now a travel advisor, officially joining Now Boarding Travel, an affiliate of Travel Edge Network, in August.

Dobson has spent much of his career experiencing destinations and producing content that inspires people to visit them.

But now, he’s turning that experience into bookings. And after less than three months in the biz, he’s already seeing results.

It Started With a Backpack

Dobson didn’t set out to become a globetrotting content creator. His career began in 2006 – when “content creator” wasn’t a common phrase – shortly after graduating from the University of Guelph with a degree in tourism management.

He was preparing for a two-month backpacking trip through 18 European countries when his mom suggested he start a blog (new, at the time) to document the adventure.

What began as a way to keep family and friends updated eventually became Dobbernationloves, an award-winning travel, food and lifestyle website.

After moving to Toronto in 2010, Dobson worked in sales at G Adventures while writing about the city’s restaurant scene.

That led to opportunities in traditional journalism, including luxury travel assignments for the Vancouver Sun and other Postmedia newspapers, along with TIFF coverage for Metro.

Over the years, he travelled extensively, writing about five-star hotels in destinations like Hong Kong, Bora Bora and the Maldives.

And, along the way, he became a brand ambassador for Air Canada, Canon and DK Eyewitness, developing a beat that straddled journalism and sponsored content.

One description Dobson isn’t particularly fond of, however, is influencer. A term that came later.

“It’s just so socially awkward and annoying,” he tells Travel Market Report Canada. “It’s not a regulated industry. An influencer can be someone who just dances on TikTok. People in the industry don’t necessarily take you as seriously.”

Why He Decided to Sell Travel

Dobson spent about a year researching the travel advisor profession and speaking with industry contacts.

There were two major reasons for making the switch. The first was financial.

Dobson had watched traditional travel journalism (newspapers) become less lucrative over the years. He eventually concentrated on his own website, until Google’s algorithm changes hit independent publishers.

Then artificial intelligence began changing how consumers search for travel information. Fewer readers were clicking through to websites, affecting the advertising revenue he’d relied on.

“I’ve always felt like I’m sitting on the Titanic, watching the iceberg ahead, and everyone else is dancing inside. I’m like, let’s get over to this lifeboat,” he says.

The second reason was more personal. When Dobson turned 40, he calculated how many nights he’d spent travelling that year.

It amounted to seven months away from home.

The constant travel that had been exciting in his twenties and thirties was becoming less appealing. He wanted more time in Toronto, a better gym routine and an opportunity to focus on his personal life.

Travel advising offered a way to put his experience to work without spending most of the year on airplanes.

He’s Stayed There. Now He’s Selling It.

Dobson interviewed with six different agencies before choosing Now Boarding, attracted by Travel Edge’s luxury relationships, preferred hotel benefits and advisor support.

He’s also finding that his vast hotel knowledge, and industry relationships, can translate into tangible benefits for clients.

For a recent trip to Mexico’s Yucatán Peninsula, Dobson arranged accommodations for his parents at a Fiesta Americana property in Mérida.

Having previously stayed with the brand and knowing a hotel contact, he reached out to ask whether anything could be done to make their visit special. The hotel upgraded them to a suite at no additional cost.

“It took me an additional 20 minutes to send that email, but it brought so much value,” he says.

Another client planning a trip to the Philippines wanted to book a stay at the Shangri-La Boracay after reading a travel article Dobson had previously written about the hotel.

Through Travel Edge, Dobson found an offer that saved her approximately $800, along with complimentary breakfast and other benefits.

It’s that personal touch, and added value, he hopes will resonate with his audiences — and ultimately turn them into clients.

Although luxury accommodations, boutique cruising, LGBTQ+ travel, culinary tourism and FIT planning are his specialties, he isn’t limiting himself to five-star bookings.

He’s also arranging modestly priced hotels for clients and handling corporate accommodations, including bookings at the Hampton Inn near Thunder Bay Airport.

But “luxury is what I know and it’s what I’m interested in,” he says.

Knowing the right neighbourhood, understanding a destination and finding value are just as important as recommending an upscale hotel, he says.

He admits his pursuit of the finer things in life doesn’t always resonate with everyone in his inner circle. But he has a way of putting it into perspective.

“I studied hotel management. I tell people, ‘If you’re a professional dancer, do you want to go to a mediocre dance company, or do you want the best and highest quality?’ That usually makes people understand,” he says.

When a Reel Becomes a Booking

Dobson has already built an audience through years of blogging and video production.

His newsletter database has more than 6,000 subscribers, while his YouTube channel, featuring hotel tours and destination videos, has accumulated millions of views.

But lately, his biggest wins have come from embracing Reels — short, snappy vertical videos made for scrolling, sharing and capturing attention on mobile.

One recent Instagram Reel features Dobson in his kitchen, enthusiastically discussing the best gay hotels in Puerto Vallarta while speaking into a portable microphone clipped to the end of a wooden spoon.

It’s fun, unpretentious, and it’s paying off. Dobson says the Reel has already generated a lead from a gay couple planning a trip to Puerto Vallarta.

Another Reel takes a different approach, outlining five reasons why the best travel hack is using a professional travel advisor rather than booking directly or through an OTA, like Expedia.

The message is educational rather than simply promotional, explaining what an advisor can bring to the booking process.

“I’m surprised at how well they’ve done so far,” he says.

His extensive library of hotel videos is another advantage.

When a client asks about a resort in Cancun, for example, he can send them a video of himself touring the property, showing its accommodations, restaurants and facilities.

The Learning Curve

Still, Dobson admits there are aspects of being a travel advisor that have caught him off guard.

The biggest eye-opener? Technology — and the amount of work that can go into a single booking.

“All the software is overwhelming,” he says. “I was rudely awakened when I realized how many websites agents visit to find the best hotel rate, using usernames and logins for each one.”

He’s also adjusting to the time and responsibilities that come with looking after clients. Writing about a flight cancellation is one thing, but having to resolve one for a traveller halfway around the world is another.

It’s something he believes content creators who are considering a career in travel advising need to understand.

“If a flight gets cancelled, are you going to spend three hours on the phone? The realities [of being a travel advisor] aren’t discussed that much,” he says.

The Next Chapter

For the record, Dobson isn’t giving up creating content. He still plans to visit hotels and produce videos, although he expects to reduce his international trips to two or three annually.

His advice to fellow newcomers to the travel industry? Don’t underestimate the power of social media.

“I don’t know what I would do if I didn’t know how to use it,” he says.

Dobson’s transition to travel advisor may be in the early stages.

But after years of telling people where they should travel, he’s enjoying the opportunity to help them actually get there.