Sent by MIGUEL BORG
MALTA 07/01/2026
Very helpful and assists all throughout the booking of holiday and after to solve any problems
Based In Hertfordshire
Sam Maxey
Available for new enquiries
It's Nice To Meet You
Welcome 🤗
I’m Sam, your local Personal Travel Counsellor, specialising in luxury, tailor-made travel experiences. Based in Potters Bar, Hertfordshire, I live with my fiancé Adam, our three children, and our Cavapoochon, Honey — a busy family life that perfectly complements my passion for creating exceptional escapes for others.
My career in travel began straight from school, where I studied Travel and Tourism at college before starting my professional journey with Going Places. There, I achieved my NVQ Levels 2 and 3 in Travel and Tourism and built a strong foundation within the industry. I went on to work for an independent travel agency specialising in Greece and Cyprus, before joining a well-established tour operator where I spent many years expertly tailor-making complex, around-the-world itineraries for discerning clients.
After taking a career break to raise my three children, I returned to the travel industry once they were in full-time education. Following several successful years back in the role, the pandemic brought unexpected change. It was during this time that I discovered Travel Counsellors — and instantly knew it was the perfect fit. Joining allowed me to fulfil a long-held ambition of running my own business while continuing to deliver the exceptional service and bespoke travel planning I’m known for.
With over 25 years of experience in the travel industry, I pride myself on offering a truly personal, concierge-style VIP service. Every holiday I design is carefully handcrafted, using my expertise and access to thousands of trusted global suppliers. If you can dream it, I can make it happen — and I’ll ensure every detail is thoughtfully considered.
Travel is not just my career; it’s my passion. I’ve been fortunate to explore an array of extraordinary destinations including Barbados, Dubai, Mexico, the Maldives, Iceland, Lapland, Mauritius, and many parts of the USA — from the Golden Triangle of Las Vegas, San Francisco and Los Angeles, to New York and Florida — as well as Canada’s Toronto and Niagara Falls. I’ve also travelled extensively throughout Europe’s most loved family destinations, such as Greece, Turkey and Cyprus. And, of course, the bucket list is ever-growing, with The Bahamas, Turks & Caicos and Thailand firmly in my sights next.
I am driven, detail-focused and committed to going above and beyond for every client. I thrive on setting goals, exceeding expectations and continually raising the bar — all with one clear aim: to create unforgettable, bespoke holidays that are as unique as you are.
All that’s left for you to do is sit back, relax, and let me take care of the rest.
My customer stories
Sent by Jamie Aindow
St Helens 07/01/2026
We booked with Sam Maxey to go to Finnish Lapland this year.
Amazing!
Sam was lovely, really attentive, sorted everything out for us.
She even added a touch of Christmas magic to the booking and helped us get really excited about our trip!
Will definitely be using Sam in the future!
Sent by Natalie Priest
Halesowen 30/12/2025
I booked a holiday through Sam to Saariselkä and it was perfect! Communication was spot on and nothing was too much to ask! Organisation was incredible and I can’t wait to book again through Sam.
Sent by Shelly Sutton
Cranbrook 29/12/2025
Thank you Sam Maxey for making our dream holiday a reality. I was so confused about all the options before getting in touch with you. I'm so glad we trusted your recommendation on location (Ruka) with Canterbury Travel. You answered all my questions very quickly and with expert knowledge and had a understanding of what we would be looking for. You worked late into the day to make sure we secured the final seats available on the dates we could do (which we're busy ones!) You took all the pressure off the administrative tasks and had everything in hand. It was also great going away knowing you'd be on hand if we had any questions along the way. I look forward to booking our next big holiday with you in 2027 or 2028. I have recommended you to several of my friends already. Thank you.
Sent by NIcholas Moon
Welwyn Garden City 13/09/2025
As someone who finds booking family holidays quite overwhelming, I often struggle with the sheer volume of options available and never feel I have the time to do the research properly. After being recommended Sam Maxey by a family friend, I decided to reach out — initially just to understand what Travel Counsellors offered and how the service worked.
From our first conversation, I was really impressed by Sam’s professionalism, patience, and thoroughness. She took the time to walk me through the Travel Counsellors model, what makes it different, and how she supports clients throughout the entire holiday process. Her calm and knowledgeable approach quickly put me at ease, and before long, I felt confident enough to brief her on our family holiday.
What stood out immediately was how well Sam listened and how well she tailored her suggestions to our needs. She was incredibly responsive to feedback, adapting to changes and evolving requirements with ease. She made what could have been a stressful experience feel completely manageable — even enjoyable. I had no intention of booking anything during a particularly busy period at work, but thanks to how simple and streamlined the process was with Sam, I ended up booking two holidays!
Having now returned from the trip, I can honestly say that Sam's attention to detail and expertise made a huge difference. She thought of things I wouldn’t have considered — such as including a private transfer that saved us hours of travel time — and it made the whole experience smoother and more enjoyable. When our outbound flight was delayed by three hours, Travel Counsellors coordinated directly with the transfer company, keeping everything on track without me having to worry. As a nervous traveller, especially at airports, this kind of support was invaluable.
I can’t recommend Sam highly enough. If you’re time-poor, overwhelmed by choice, or just want a holiday planned by someone who knows what they’re doing, Sam Maxey is who you need.
Sent by Deborah Savary
London 10/09/2025
Although Sam Maxey has booked and organised our last 2 holidays, this was the first holiday we have booked that she personally recommended. It did not disappoint! It was amazing! I think the whole family agreed it's our best holiday so far, and we would love to go back. I'm so glad we found this through Sam. Her honest reviews and the fact she had been before us, gave us assurance. I look forward to seeing where she travels to next and booking our next holiday with her.
Sent by Abbie Kyle
Glenrothes 08/09/2025
I went on a family holiday organised by Sam at the beginning of the year to Lapland which gave me no hesitation to book another trip… I booked the holiday of a lifetime to Japan for my birthday through TC Sam Maxey and I couldn't be happier with the service I received! Sam absolutely went above and beyond to ensure that every part of my trip was perfect. I was able to visit 3 cities in Japan and stay in a Traditional ryokan! She was always available to answer my questions and address any concerns I had at any time making the trip stress free. I highly recommend her to anyone looking for a dedicated TC!! Thanks Sam :)!
Sent by Anita Rossi
Goffs Oak 01/09/2025
Sam Maxey is amazing
We have used Sam for a number of years now and she delivers every time! We were disappointed that our family holiday was cancelled in April after booking it in January but Sam was 100% committed in finding the right place for us and drivers once again. Sam is patient, does not give up and knows exactly what we need as a family. We would not book our family holiday without Sam now. Would definately recommend.
Sent by Anita Rossi
Goffs Oak 25/08/2025
Sam Maxey is amazing
We have used Sam for a number of years now and she delivers every time! We were disappointed that our family holiday was cancelled in April after booking it in January but Sam was 100% committed in finding the right place for us and drivers once again. Sam is patient, does not give us and knows exactly what we need as a family. We would not book our family holiday without Sam now. Would definately recommend.
Sent by Rebecca Papadopoulos
Cheshunt 17/08/2025
It was great to book our holiday through Sam again this year. As always Sam was very helpful from beginning to end, and she takes any stress away. Looking forward to booking with her again.
Sent by Rebecca Papadopoulos
Cheshunt 17/08/2025
It was great to book our holiday through Sam again this year. As always Sam was very helpful from beginning to end, and she takes any stress away. Looking forward to booking with her again.
Sent by Lucie Cockerton
Buntingford, hertfordshire 12/05/2025
I’d never really considered using a Travel Counsellor before, but after meeting Sam at an event, her warmth and genuine passion for helping people plan the perfect holiday really stood out. With life feeling increasingly busy, I asked Sam to help organise a special trip to celebrate our 10-year wedding anniversary and my husband's birthday, both falling on the same weekend.
From the outset, Sam went above and beyond. We had to change our dates a few times and nothing was too much trouble. Sam simply accommodated the changes and updated our search accordingly, always with patience and efficiency. She took the time to really listen to what we were hoping for and carefully crafted an itinerary that exceeded our expectations. Her knowledge, attention to detail, and professional yet approachable manner made the whole experience completely stress free.
Everything was taken care of from check-in to transfers, and the hotel was fantastic. The holiday ran seamlessly, and we arrived to a bottle of champagne and a welcome note in our room, such a thoughtful personal touch. We also loved the Travel Counsellors app, which had all our documents and travel plans in one place, making everything incredibly easy.
This was truly a 5-star service from start to finish, and we’ve already booked our second trip with Sam for our family summer holiday. We highly recommend her and have done already to family and friends. Thank you so much Sam! X
Sent by Alice Anson
Potters Bar 16/03/2025
????? Perfect Maldives Birthday Getaway!
Sam Maxley made our family trip to Drift Thelu Retreat absolutely seamless. Quick responses to all inquiries, extremely friendly service, and impressive knowledge about the Maldives.
The resort exceeded our expectations - perfect weather, friendly staff, and an ideal setting for my birthday celebration with my husband and parents.
What stood out was how easy Sam made the entire booking process from start to finish. No stress, just excitement for our vacation.
If you're looking for a travel consultant who delivers exactly what you need with efficiency and expertise, Sam is your person. Wouldn't hesitate to book through Sam again for our next adventure!
Sent by Charlotte McCormick
Derbyshire 14/02/2025
Sam was fantastic in helping us book our family trip to Lapland! From start to finish, the process was seamless, and Sam took care of every detail, making sure our itinerary was perfect. Her knowledge, professionalism, and friendly approach made planning stress-free and enjoyable. Thanks to Sam, we had a magical experience in Lapland that we’ll never forget. Highly recommend!
Sent by Paula Watson
Ilkeston, derbyshire 14/01/2025
Wanted to book a family trip to Lapland and had been reading through pages of info with no idea where to start having never been before.
Saw Sam Maxeys name and thought I'd give it a go. Spoke to her on the phone, passed ideas around on what I may like and before you know it our trip was booked. It was so helpful and assuring having Sam on hand to ask questions etc.
Now were back I cannot fault the trip and what Sam recommended for us at all it was perfect, everything we could've wanted and more. Would deffo book through Sam again or pass her details on.
Sent by Paula Watson
Ilkeston, derbyshire 14/01/2025
Wanted to book a family trip to Lapland and had been reading through pages of info with no idea where to start having never been before.
Saw Sam Maxeys name and thought I'd give it a go. Spoke to her on the phone, passed ideas around on what I may like and before you know it our trip was booked. It was so helpful and assuring having Sam on hand to ask questions etc.
Now were back I cannot fault the trip and what Sam recommended for us at all it was perfect, everything we could've wanted and more. Would deffo book through Sam again or pass her details on.
Sent by Louise Rillie
Romsey 30/12/2024
Sam kindly reached out to me when I needed some advice with booking my family Lapland trip for Christmas 2024. It was an absolute pleasure to speak personally with Sam about my requirements, our family and what we were looking for from our Lapland trip. Sam was able to recommend what I wanted from a personal experience and really understood what I was looking for. After booking through Sam, I received great responses to my endless what to take/what to plan/how it works at the other end. Sam was so personable and listened and seems to take pride and care in matching the right holiday to the family
Sent by Dawn Wells
BURNHAM-ON-CROUCH 28/12/2024
I can't thank Sam Maxey enough for all her help from the first time I contacted her to when we returned home. I booked our Lapland trip pretty last minute and Sam got the ball rolling asap so we didn't lose our space. I am one to ask alot of questions but Sam always responded promptly and I wouldn't have been half as prepared if I didn't have her on tap to message or call. Sam sorted out all the minor details so I didn't have to do much at all, which took alot of pressure and stress away. I'd gladly book a holiday through Sam again and have already recommended her to some friends. Thank you for making a trip of a lifetime just that bit more amazing :)
Sent by Clare Brillus
Cheshunt, Herts 16/12/2024
Sam has been AMAZING! She listened to our wishes and took them on board delivering exactly the holiday we wanted and more. She went above an beyond what I expected and her attention to the details has been exceptional. I will definitely be using Sam again and recommending her to family and friends. Thank you Sam
Review left 19/07/2023
Sent by Anastasia Kokkinou
Edmonton, London 16/12/2024
Sam was amazing , patient and very kind with finding us our dream holiday she made the impossible happen. So for that she is stuck with us going forward with other holidays. Thank you to Adam too!
Date of review 16/06/2023
Sent by Charlotte Dolman
Portsmouth, Hampshire 16/12/2024
Very helpful and patient
Date of review - 01/06/2023
Sent by Kathryn King
Potter Bar, Herts 16/12/2024
Sam gave me the most fantastic service. So helpful and generous with her time. Her knowledge is second to none and her passion for the travel industry is infectious.
review left 22/05/2023
Sent by Deborah Savary
London 16/12/2024
I like her honest opinions and fast responses.
review left 19/05/2023
Sent by Dina Wiwuga
Hatfield, Herts 16/12/2024
I’ve absolutely loved this experience. After Covid this is our first family holiday away, and I felt like a newbie didn’t know where to start or what to look for. Sam was amazing I just told her what we wanted (and changed my mind a million times ??) but she was so patient. Thank you so much we are all looking forward to our first family holiday in ages !!
Date of review - 19/05/2023
Sent by Dippak Mehta
Potters Bar, Hertforshire 16/12/2024
It was my first time using Travel Counsellors and would say was really pleased with the patience shown by Sam, who understood my problems and waited almost 2 weeks before I could confirm our holidays. Overall very satisfied, all I had to do was confirm and provide our passport details then within a day or two everything was sorted, including seats in the plane. She also arranged for our pick to and from airport for additional costs, which was quite competitive compared to airport parking. All in all a very personal and dedicated service. Thank you Sam.
Date of review - 19/05/2023
Sent by Carla Taylor
Potters Bar, Herts 16/12/2024
I’ve been following Sam for a while on Facebook, so was aware of the amazing holidays she had to offer.. so after finally being able to book my first holiday alone with my children, she was my first choice. As expected Sam was so so helpful and understanding with my needs and requests. Nothing was a bother no matter how many times I had to ask questions. She found and booked an amazing holiday, with everything I asked for, with some added bonuses, all within my budget.. She was friendly, professional not pushy at all, and a pleasure to deal with. I will definitely be booking with her again :-)
Review left - 26/04/2023
Sent by Leigh Gething
Potter Bar, Herts 16/12/2024
My travel counsellor Sam Maxey has been amazing she has found us so many wonderful holidays for my family. Would highly recommend her.
Date of review - 26/04/2023
Sent by Natalie Westland
Bushey, Herts 16/12/2024
10/10
Review left - 11/03/2023
Sent by Carly Kinloch
Wellingborough, Northamptonshire 16/12/2024
Sam provided excellent service. She was very thorough & spent time explaining options until I felt truly comfortable with the holiday & experience I was booking.
Review left - 06/02/2023
Sent by Imogen Lewis
Stafford, Staffordshire 16/12/2024
Efficient, really fast response, straightforward to contact.
Date of review - 25/01/2023
Sent by AnnMarie Irwin
Ireland 16/12/2024
Absolutely amazing customer service. Recommended Sam to my friend already who is thinking of booking Lapland.
Review left - 27/12/2022
Sent by Karly Campbell
Leicester 16/12/2024
Very helpful prompt and knowledgeable for all my queries thank you for helping me book and one in a lifetime trip I can’t wait to go!!
Date of review - 21/12/2022
Sent by Nicola Pask
South Mimms, Hertfordshire 16/12/2024
So easy and quick service will definitely recommend x
Date of review - 21/12/2022
Sent by Donna Isaac
Borehamwood, Herts 16/12/2024
Great friendly service. would definitely use again
Date of review - 12/12/2022
Sent by Perri Hassan
Potters Bar, Herts 16/12/2024
Sam was very helpful with trying to source the best holiday destination for our honeymoon and came up with many options to choose from. Would definitely recommend and use again to source our family holidays. Thanks Sam for all your help and advice
Review left 04/11/2022
Sent by Geraldine Cassidy
Stevenage, Herts 16/12/2024
Sam has been brilliant.. answering all my messages straight away and has helped me loads
Review left - 04/11/2022
Sent by Jerimiah O'Sullivan
Potter Bar, Herts 16/12/2024
Experienced and helpful, a pleasure to deal with
Date of review - 03/11/2022
Sent by Leigh Gething
Potter Bar, Herts 16/12/2024
I highly recommend Sam Maxey. She made the holiday very stress free and we had the most amazing time. Thank you. We will be back
Review left 30/10/2022
Sent by Anna Furey
Birmingham 16/12/2024
Such a fabulous experience booking with Sam. She had so much knowledge of our destination, took time to understand the needs and requirement of my family, and was super friendly and helpful throughout. I’d highly recommend.
Review left 04/10/2022
Sent by Anita Whyte
Goffs Oak 16/12/2024
It has been a long time since booking a packaged holiday & Sam was just what we needed. I told her what we were looking for & she did ask the hard work. Sam gave us options, advice & showed patience & an understanding of our needs. Looking forward to our holiday in October. Will definitely recommend.
Review left 31/08/2022
Sent by Nicola Franklin
Northaw, Herts 16/12/2024
Would definitely use again, was so easy to book with Sam x
Sent by Sarah Westrope
Potters Bar 16/12/2024
Sam was very patient as I had a long list of requirements, but she managed to get us our dream holiday, I cannot wait to see the children's faces in December!!
Sent by Claire Morgan
Potters Bar 16/12/2024
10/10
Sent by Katherine White
cuffley 16/12/2024
Wonderful service from Sam, it took all our stress about booking a special holiday away and Sam managed to book just what we wanted within 24 hours of our original message. We can't wait!
Sent by Leanne Rafferty
Potters Bar 19/05/2022
We used Sam Maxey from Travel Counsellors to plan and book our recent holiday to New York. From the beginning she listening and took note of our requirements including the type of accommodation we wanted and the experiences we wanted to include. She researched hotels and flights and made sure we got exactly what we wanted. She was on hand at all times to ensure everything went to plan. This included all the small details such as room upgrade requests, welcome surprises and even personalised luggage tags and maps. I have no hesitation in recommending Sam to anyone looking for a friendly, hones and reliable travel service. Thank you Sam!
Sent by Lyndsey Carlisle
ROYSTON 15/05/2022
Score Received : 10
Additional Comments :
I have recommended Sam Maxey to all of my family, friends and work colleagues as she is amazing at what she does. She found me my dream holiday at an amazing price and was so patient when I kept changing dates and times, due to mine and my husbands work schedule. She is a credit to any travel companies, as she never gives up looking, until she finds you your perfect holiday at the best price; possible. She makes you feel so special and gets just as excited as you do, when we found our perfect holiday. Love the whole experience. Team Maxey, all the way. Will always turn to her for any holiday, from now on.
Sent by Susan Ball
HARLOW 15/05/2022
Score Received : 10
Additional Comments :
I would highly recommend Sam Maxey to book your holiday. Sam is very professional, polite and extremely helpful with her knowledge on travel. I have just booked a family holiday with Sam with no worries about anything.
Sent by Keith Rafferty
POTTERS BAR 15/05/2022
Score Received : 10
Additional Comments :
Thank you for a fantastic service. Everything has been brilliant, I will and have already highly recommended. Thanks, Keith
Sent by Susan Richards
POTTERS BAR 15/05/2022
Score Received : 10
Additional Comments :
Fabulous service and advice.
Sent by Eira Huckstep
POTTERS BAR 15/05/2022
Score Received : 10
Additional Comments :
Sam was amazing so helpful and found us the perfect honeymoon ( we hope!) Can’t wait to use her services again.
Sent by KATIE White
POTTERS BAR 15/05/2022
Score Received : 10
Additional Comments :
Wonderful service from Sam, it took all our stress about booking a special holiday away and Sam managed to book just what we wanted within 24 hours of our original message. We can't wait!
Sent by Eleni Connell
POTTERS BAR 15/05/2022
Score Received : 10
Additional Comments :
Sam has been amazing….really , really helpful and professional. Nothing was a problem for Sam to help me with and I will definitely be back and will be recommending her as she was recommended to me!
Sent by Tyrone Reed
HITCHIN 15/05/2022
Score Received : 10
Additional Comments :
Friendly, knowledgeable and listened to what we wanted not like our last experience in a high street travel agents. Hope to use Sam from now on
Sent by CONNOR Cranstone
HARLOW 15/05/2022
Score Received : 10
Additional Comments :
Sam has booked everything to what I asked and better. She has kept me informed with new of the dates America is opening up again. Sam has sorted out attraction tickets for my holiday.
Sent by Figen rodrigues
POTTERS BAR 04/11/2021
Sam helped me over a few days to say the least to book something special that we have been dreaming about. She was patient and showed me comparables constantly. She fitted it with my scheduled and understood what I was looking for. It was an easy option to say yes, she was very professional and made me feel comfortable the whole time. Would highly recommend Sam for bookings, she worked night and day for us. The app is fantastic, giving you options to pay when you like and browse details due to excitement!!! Thank you Sam, so glad I booked with you!
Sent by Jane Coombes
Codicote 31/10/2021
I was struggling to find any availability for a UK break this summer but Sam found & booked us a lovely cottage in Cornwall for a weeks holiday in August, she went above & beyond for us & when I text Sam at nearly midnight telling her I’d like to book the holiday Sam happily made the booking at this time of night for us instead of waiting until the morning incase the holiday went up or sold out overnight! My advise would be If anyone is looking to get away this year or next whether it’s in the UK or abroad please don’t hesitate in contacting Sam as I’m sure she would be able to help find something for you like she did for us.
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01/06/2021
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