Although the travel agent profession has been slowly losing ground in recent years (thanks, Internet), some travel agents are surviving by hyper-specializing. Meet Lesley Hock, a Boston-based travel agent who considers herself the pioneer of the gluten-free travel industry. She regularly books vacations for individuals, couples, and families who are dealing with Celiac disease or gluten intolerance. Hock shares how she found her new path and why she thinks gluten-free travel could be the way of the future.
How long have you been a travel agent?
I've been a travel agent since 1970. I like to say I booked the Wright Brothers on their first flight.
Why did you start booking gluten-free travel?
[Because of] the owner of my agency—one of her friend's nieces had Celiac disease and wanted a vacation. Gluten-free then wasn't as popular as it is now, and I was determined to find a place she could eat. I started calling top resorts and they kept asking me "What is gluten-free? Is that like kosher? Or no peanuts?" I realized they didn't know anything about this and I thought something needed to be done. People think they can’t ever travel again. People think most destinations are off-limits to them, they think they have to rent a condo or an apartment because they don’t know what’s out there for them. It is often a genetic disorder, and there are so many children whose families couldn't travel, they thought they would have to rent a villa or a cottage and do all their own cooking, and what kind of a vacation is that?
Was it tough to get started?
I started one by one with different chains of hotels. This was about five years ago. I was able to get in touch with the top people, usually the VP of Food and Beverage for a chain, and I would meet with them and they would educate their chefs. It's not only having gluten-free products. You can't say you have gluten-free bread and then put it in the same toaster that a bagel was in ten minutes ago. Because it's such an "in" thing right now, everyone's trying to get on the bandwagon even if they don't understand it. But that doesn't mean they get it. Two of the major hotel chains now offer gluten-free soy sauce. It's more than just gluten-free pasta and pancake mix.
You steer most of your clients toward pre-vetted resorts or cruise lines. What if someone with Celiac wants to go backpacking or take a road trip?
I am not a restaurant guide. If someone says they want to go to a certain place or book a hotel, I will refer to them to Urbanspoon and try to help them out. But if they want to go on a cruise or to an all-inclusive, I can do all of that for them. Do you know what the most gluten-free country in Europe is? Italy. They test all children for Celiac when they’re very young.
Is there ever an issue with language barriers?
For every client that is going to a non-English-speaking country, I send them with a “gluten-free dining card” in the language of the country they’re going to. Then I ask them to print it out and bring it with them. It explains exactly what they can and can’t eat. Mexico is a big destination for tourists; I know they will be fine on the property, but I will also give them a Spanish-language dining card. Because I have access to all the chefs and VPs, I contact the hotel before they arrive and they know that my clients are coming and they arrange for them to meet with someone on property. Everyone is nervous when they arrive, so they meet and alleviate their fears and have a great time. I’ve never had anyone get sick.
Do you have any idea what percentage of your clients have Celiac and what percentage are simply avoiding gluten for other reasons?
When someone calls me, I ask them three questions: do you have Celiac, do you have a gluten sensitivity, or are you eating gluten-free by choice? Most of them will have Celiac. This gluten-free fad where people think they’re going to lose weight, that is ridiculous. It is not a trend. You often find that if one member of the family has Celiac, everyone will go gluten-free to accommodate them and make them comfortable and avoid the risk of cross-contamination. Children will see other kids eating pizza, and these resorts have gluten-free pizza. It’s wonderful.
Do you ever worry that interest in being gluten-free will plateau? Is it something that concerns you with the future of your business?
I think it’s going to expand. Years ago, people had health issues that were probably Celiac or gluten intolerance, and people didn’t know what they were. Now there’s a blood test. People that were undiagnosed are now being diagnosed. I think more and more people are finding out that they have this. You never used to see gluten-free products at the grocery store, and now there are whole aisles of gluten-free foods.
How do you describe your job to other people?
First, I say, "I’m a travel agent." Then I’ll say, "But lately, I’ve gotten involved with gluten-free travel." I’m the pioneer in the travel industry. I have been a travel agent for a long time, and I love what I do. But I feel like at this point in my life, I am leaving my footprint on the planet.