At 20, Affluent Traveler Collection Is Still Betting on the Advisor
Nicole Mazza on personalization, expertise, and why ATC keeps the local specialist—not the platform—at the center of luxury travel.
Photo: Zany Jadraque / Unsplash
For Nicole Mazza, the Affluent Traveler Collection’s 20th anniversary is less a celebration than a checkpoint.
As chief marketing officer of the invitation-only luxury network, Mazza sits at the intersection of consumer demand, editorial storytelling, and the operational systems that connect affluent travelers with specialists. The milestone offers a clear vantage point on how luxury travel has evolved—and on the decisions ATC has made to grow without abandoning its founding principles.
Launched in 2005 as a luxury-focused extension of Travelsavers’ marketing programs, ATC has grown into a platform representing more than 350 agencies and a preferred portfolio of more than 1,300 travel partners across hotels, cruises, tours, and destination services. Under Mazza’s remit, the organization’s consumer-facing strategy is designed to generate qualified demand while keeping the individual specialist, not the platform itself, at the center of the relationship.
How the Definition of Luxury Has Changed
“The definition of luxury has evolved over the last 20 years,” Mazza tells Luxury Travel Report. “We used to think about it as posh hotels and resorts, fine dining, first-class. Today, it has really morphed into experiences and what that value means to the individual.”
That shift has reshaped how ATC evaluates products, partners, and the specialists within its network. Rather than focusing on price points or surface-level markers of exclusivity, Mazza says luxury is increasingly defined by relevance and personalization. “It’s more about amenities and what that value is, and that can be very different depending on the traveler and what they are looking for,” she explains. “It really is experience-based.”
Serving a Broader—but More Selective—Affluent Audience
As affluence has broadened over the past decade, ATC has leaned into selectivity rather than dilution. Mazza emphasizes that not every product with premium elements qualifies as luxury in practice. “You might have one or two suites,” she says, “but is the overall experience a luxury experience? What are you doing [pre- and post-trip]? What are the service levels?”
That same logic applies to agency affiliation. ATC maintains defined standards for participation, focusing on matching travelers with specialists whose approach aligns with their expectations. “I am a very firm believer that every advisor is not right for every customer,” Mazza tells LTR. “It really is understanding that client and making sure that we are matching them with the right advisor.”
Trust, Expertise, and the Return to Human Judgment
Mazza sees trust as a defining currency for today’s affluent traveler, particularly as technology accelerates. “The more we see technology grow, the more trust issues we see in the market,” she says. “We are seeing people looking for that expert opinion.”
She pointed to inaccuracies increasingly circulating through automated tools. “We have seen locations that are no longer in existence and cities that don’t even exist,” she says. Alongside trust, time has become a central factor. “Folks don’t have time,” Mazza adds. “They are very time-strapped today, and they are realizing the value that an advisor can bring just from a time perspective.”
ATC’s platform, she said, is built to support that reality by improving efficiency without removing human judgment from the process.
Editorial Storytelling as Infrastructure
One constant across ATC’s 20-year history is The Affluent Traveler magazine, which remains a core component of its marketing ecosystem. Published twice a year in print and digital formats, the magazine reaches more than 200,000 readers annually through direct mail, airport lounges, private jet terminals, bookstores, and newsstands.
“We are storytellers,” Mazza emphasizes. “We speak about destinations. We bring them to life. We are humans behind this publication, writing from our expert opinions and trips that we have taken.”
She described editorial not as an aspiration for its own sake, but as a bridge between inspiration and expertise. “It’s driving it from a consumer-facing piece through that storytelling to the agency,” she says, “who will affirm what it is that we are writing about and add their expertise.”
Building for Efficiency, Not Just Inspiration
Beyond editorial, ATC has continued to expand its operational infrastructure. Current offerings include a 24/7 booking engine, international air fulfillment services, business analytics support, and professional development delivered through webinars, in-destination programs, and events.
The organization’s annual symposium—once held every five years—is now a yearly gathering. The next symposium is scheduled for Sept. 22–24, 2026, at JW Marriott San Antonio Hill Country Resort & Spa, with approximately 250 agency owners, managers, and supplier partners expected to attend.
Keeping the Focus on the Local Expert
Despite its growth, Mazza said ATC has remained deliberately restrained in how it positions its own brand to consumers. “It’s important to us that the consumer knows the local expert,” she says. “They need to know who that person is in their marketplace more than they know our brand.”
That philosophy dates back to ATC’s origins and continues to guide its direction. “We truly support the entrepreneurial advisor,” Mazza says. “That’s why ATC might not be as prevalent as a brand in the marketplace. We push their naming first and their businesses.”
Looking Ahead
As ATC enters its third decade, Mazza framed continuity—not reinvention—as the priority. “Thirty years from now,” she says, “I know we will be standing just as proud of where our entrepreneurial advisors have gone and how they’ve built their businesses.”
Further updates to ATC’s marketing and technology platform are expected over the coming year, reinforcing a model that has remained rooted in personalization, trust, and specialist-led growth since its inception.
