TPI Unveils First Members for New Luxury Division, Luxe House

When Travel Planners International (TPI) first announced Luxe House, it was described as a boutique community within the larger host agency dedicated exclusively to high-end travel. This week, the program officially kicked off with its inaugural class of 36 advisors.

As a whole, TPI has around 5,700 total advisor members, so the 36 that make up the inaugural class of Luxe House represent less than 1% of its total membership (.63% exactly). That was by design—Bre Cash, who is leading Luxe House for TPI, told TMR that she wanted to be “really intentional” with the group.

“I’d rather start something that has 2 people instead of 200,” she said. “As long as they are ambitious, hungry, and very serious about what we’re doing.”

The initial class came from a pool of nearly 100 applicants within TPI. There was a minimum sales threshold to join the community—advisors had to hit certain dollar amount of sales at luxury suppliers in order to qualify, a number that was determined and checked by Cash—and then advisors were vetted through the application answers and face-to-face time with Cash.

The 36 advisors who made the cut and now make up Luxe House come from a wide array of backgrounds. Some are newer to the industry but have already built a substantial book of luxury business, while others have been in the industry for years and want to dive deeper into high-end travel. The cohort includes both agency owners and associates who qualified under an established advisor’s agency.

They’ll all now remain part of TPI, but will join the Luxe House community, which is being branded as “Luxe House by TPI,” Cash said.

Ultimately, the goal was to create a community that wanted to help build Luxe House, learn from each other, and take a stake in the future of the group. All this while engaging with higher-end suppliers who are looking for the right group of advisors.

“I wanted people who saw it as more than just being able to say that I’m a ‘Luxe House member.’ I wanted people who wanted to create this community with us and then leverage it for their process or growth,” she added.

While the community will be digital at first, Luxe House is planning a series of in-person events for later this year, designed to move beyond the traditional conference format. In addition, members will have access to Luxe House-only FAM experiences, specifically crafted to provide ‘insider access’ to luxury partners in key markets like Spain and Thailand.

Looking ahead, Cash expects the program to grow primarily from within TPI, though she is open to luxury advisors from other host agencies joining the community. She is also eyeing a secondary program for the future—a track for advisors who are currently selling a smaller amount of luxury but are looking for the extra “TLC” needed to fully reposition themselves in the market.

There’s no amount of advisors that Cash wants to add to Luxe House, or percentage of TPI advisors that she wants to reach. Instead, the goal is to keep it tight, and keep it close-knit in order to promote the kind of conversation and collaboration that advisors can’t get within a larger group.