As the travel industry continues to evolve, two advisors, Sam Johnson and Gayle Smith, are offering college students an unexpected gateway into the business: travel advising. Through their company, Prescription Travel, they’ve developed a four-month internship program that focuses on the business and sales side of the travel industry, an area often overlooked by traditional hospitality curriculums.
The inspiration behind this initiative came from Johnson’s experience as a lead concierge at Montage Big Sky in Montana, where he worked in luxury hospitality and helped the property earn its Forbes Five Star certification. While he thrived in concierge work, Johnson realized his formal education had missed something critical, travel sales. That realization led to dozens of cold calls to Virtuoso advisors, one of which connected him with Gayle Smith, now his business partner and co-leader of the internship.
Launching the Program
Smith and Johnson launched the internship in September 2017, aiming to educate students about the overlooked yet vital role of travel advising. They actively visit college campuses and conduct information sessions to recruit for their fully remote program.
Each semester, they bring in three to five interns from schools such as the University of Georgia, Florida State, Ole Miss, and the University of South Carolina. The selected students can earn academic credit while gaining practical experience — and even commissions from their travel bookings.
Flexibility is a key feature: interns can balance the program alongside regular classes, offering a low-risk, high-value opportunity.
What Interns Learn
The internship is built to be hands-on and multifaceted. Over four months, students dive into:
- Itinerary planning
- Customer service
- Sales techniques
- Supplier relationships
- Cultural and destination knowledge
- Industry history
- Sustainability practices
- Modern marketing strategies
Smith handles the teaching portion, while Johnson coaches on sales and supplier engagement. Interns also learn to navigate tools like CRM systems, Expedia, GDS, and itinerary planners.
Weekly sessions often include guest speakers from suppliers and travel education programs, helping students develop direct industry connections.
Selecting the Right Fit
Smith and Johnson personally interview each applicant. While there’s no GPA requirement, they favor hospitality majors who are eager to explore hotel and event management, with a genuine interest in travel.
“It can be very scary entering the industry,” Johnson said. To ease that transition, Prescription Travel collaborates with groups like Red & Black Travel in Georgia, giving students resources to build their own client base.
Recognition and Future Growth
Though still growing, the program’s impact is already being recognized. It recently earned a Magellan Award for innovation in travel education, a major nod to its excellence in design, service, and training.
Looking ahead, Smith and Johnson plan to expand to more campuses across the western U.S. and introduce new administrative support. As feedback and industry trends evolve, so will the program. Their mission remains the same: to bridge the gap between classroom learning and real-world application, opening more doors for students to explore a global, dynamic career path.
