Meet our BDMs – Sam Parsons discusses bringing the human touch back to business travel

In a world where business travel is increasingly powered by platforms, portals and chatbots, Sam Parsons, one of our Business Development Managers, believes the real difference still comes down to people. 

With more than 15 years in sales across multiple sectors, Sam’s career has been built on understanding what makes businesses tick. But it’s the travel industry that has always stood out. 

“Travel has always been the one that’s piqued my interest and got the best out of me,” he says. “Every business is truly unique in how they operate and how they travel, so it always keeps you on your toes.” 

That appetite for variety and for getting under the skin of how organisations really work is what shapes Sam’s approach in his role at Travel Counsellors for Business.  

Starting strong, finishing personal

Sam describes himself as a morning person - but don’t expect to find him mid-ice bath before 6am. “You won’t catch me out running or doing a plunge pool!” he laughs. 

Instead, his mornings are focused and proactive, typically dedicated to new business prospecting. It’s the time of day when he connects with organisations, opens conversations and begins uncovering what’s working (and what isn’t) in their current travel set-up. 

Afternoons are reserved for meetings. That’s when the real discovery happens: understanding a company’s culture, priorities and pain points, and exploring how Travel Counsellors for Business can align with them. 

Because for Sam, it’s never about a one-size-fits-all solution. 

What businesses are looking for in a TMC

After countless conversations with corporate clients, Sam has identified a clear pattern in what organisations are searching for in a travel management company. 

“Trust and human connection,” he says without hesitation. “In a world being predominantly led by technology, the importance of a travel specialist is now at its strongest.” 

While technology is vital - and expected - it’s the reassurance of knowing a real expert is there when something goes wrong that makes the difference. 

Restoring simplicity when it matters most

Some of Sam’s most rewarding success stories have centred around bringing calm back into complex travel programmes. 

“On a number of occasions, I’ve been able to bring back the simplicity of booking travel to a client by providing a dedicated point of contact with 15+ years of travel experience,” he explains. 

In situations where technology had created friction and offline support had fallen short, introducing a dedicated Travel Counsellor instantly changed the dynamic. Issues were resolved faster. Communication became clearer. Stress levels dropped. 

“Having a dedicated expert back on hand provided immediate time and stress relief - and made the whole experience far more personable.” 

It’s a reminder that sometimes innovation isn’t about adding more layers. It’s about restoring clarity and confidence. 

Supporting sustainability and duty of care

Today’s corporate travel landscape is shaped by more than cost and convenience. Sustainability goals are tightening. Duty of care expectations are higher than ever. 

Sam sees both as opportunities for Travel Counsellors for Business to lead from the front. 

“With our partnership with Ecologi, we’re perfectly positioned to demonstrate how organisations can work towards their sustainability goals while still travelling,” he says. “It’s about enabling smarter choices — not stopping travel altogether.” 

And when it comes to duty of care, the message is simple: keep it personal. 

“Duty of care is always at the forefront of Travel Counsellors’ minds. We continue to build long-standing relationships not just with the business, but with its travellers and travel bookers too.” 

Looking ahead - keeping the human element alive

As corporate travel continues to evolve, Sam hears a recurring frustration in the market. 

“Businesses are telling me they’re frustrated with chatbots and AI when travel doesn’t go to plan. When there are cancellations or delays, the human element can feel forgotten, or very hard to get hold of.” 

While technology will continue to play a central role in corporate travel, Sam believes the future belongs to those who can balance digital efficiency with genuine human relationships. 

“The Travel Counsellors I speak to have built incredibly strong relationships with their clients. That personal connection is what makes the difference when it matters most.” 

Ready to bring the human touch back to your business travel?

If you’re reviewing your current TMC - or exploring managed travel for the first time - Sam and the team would love to talk. Get in touch today to discuss how we can support your business travel programme.