Decide what goods a retail store will sell, and how they will be marketed.
A Travel Counselor is a lot like a Travel Agent. In some cases, they mean the same thing, but Travel Counselor is used in lieu of Travel Agent to make the position sound more specialized.
However, other organizations have a stricter definition. They use the title of Travel Counselor to refer to someone who has worked in the travel industry for a minimum of five years, and has obtained special training in reservations systems, such as SABRE.
No matter how you earn the title though, your job responsibilities are the same: 1) Exceed the expectations of the customer, and 2) Provide knowledgeable, accurate, and timely travel information. A sincere love for travel is a definite advantage in this job. After all, when a client asks for advice about a particular country, city, or resort, you better know your stuff.
Sometimes, you do nothing more than give the customer information about a travel destination. You hand out brochures, recommend hotels, condos, or resorts in the area, relay your knowledge about customs, events, restaurants, and activities, and answer questions.
You might work with an individual or group, and might be charged with making hotel, rental car, and flight reservations for a few days or a few weeks. So you ask questions about what the customer enjoys doing, what goals they have for the trip, how much they are willing to spend, and how long they wish to travel. Then you use your vast knowledge not only to make the reservations, but also to build a once-in-a-lifetime experience.