“Specialization is the key to being a successful agent today,” says Judy Litner, and she should know—she has been specializing in Italy for more than 30 years. “I can arrange for clients to participate in the olive harvest and the pressing,” she says. “I know where to shop and which vineyards have the best wine.”

With her insider’s knowledge, Litner knows how to help her clients find exactly what they need in Italy. “I can arrange a private two-hour bike tour in Florence, followed by a walking tour with private guide, cooking lessons followed by enjoying the meal that had just been prepared, museum entries and many more. I always provide my clients with a personal presentation that includes what they should not miss in each place they will visit as well as my favorite restaurants.”

Her local knowledge has paid off: She got to arrange the birthday party of “a very famous New York City restaurateur” for 100 guests. As she recalls, “I made all of the arrangements in getting the guests to Italy, transporting them from their hotels in Florence to the villa for the party as well as other travel plans.” She adds, “In an age of unprecedented competition, it’s a big plus to be able to say that I know more about Italy than other travel agents. However, there’s no reason why an agency can’t continue to sell a wide range of travel services and products while nurturing a specialty at the same time.”

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