Alright – so today we’ve got the honor of introducing you to John Yates. We think you’ll enjoy our conversation, we’ve shared it below.

Hi John, thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Absolutely. The whole reason I started Celladora Travel was because I couldn’t find what I wanted in the typical, transactional world of travel booking. Everything felt cold and impersonal—like you were just another reservation number in a spreadsheet somewhere. And that’s just not how I believe travel should feel.

Before launching Celladora Travel, I spent over a decade running Celladora Photography. I was a wedding photographer, which meant I got a front-row seat to some of the biggest moments of people’s lives—often in stunning destinations. That experience taught me that travel is deeply personal. It’s emotional. It’s not about ticking boxes—it’s about creating memories that stick with you forever. And I wanted my travel business to reflect that same energy.

So, I took a different path. I don’t run a mass-market agency. I don’t upsell cookie-cutter packages. Instead, I work one-on-one with every client—whether it’s a solo traveler booking their first cruise or a group of friends planning a once-in-a-lifetime adventure. The difference? I’m not just a travel agent—I’m a curator of joy. A matchmaker between people and their perfect adventure. And I get to do that by breaking the rules, tossing out the one-size-fits-all templates, and building a business rooted in actual connection.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hi, I’m John Yates—travel advisor, photographer, improviser, and occasional puppet therapist (don’t ask, or… definitely ask). I’ve spent over 13 years as the founder of Celladora Photography, capturing weddings and portraits all over the world. That business gave me not just a career, but a passport to some truly unforgettable places—from remote Icelandic waterfalls to the rolling hills of Tuscany to a Hobbiton tour in New Zealand that made my nerdy heart explode.

What started as photography evolved into something bigger: I realized that I wasn’t just documenting moments—I was helping create them. That realization inspired me to launch my second business, Celladora Travel, where I now help people plan extraordinary journeys that feel as special as the moments we all want to freeze in time.

At Celladora Travel, I specialize in curated, concierge-style travel planning and immersive travel experiences for solo travelers, couples, friend groups, and LGBTQ+ clients. I take a high-touch, deeply personalized approach. I’m not just clicking buttons or booking what’s trendy—I’m asking why you want to go, how you want to feel, and what kind of story you want this trip to tell.

Think of me as your travel-matchmaker-meets-creative-director. I’ll help you find the cruise line or resort that fits your vibe (no kids club energy when you’re craving spa serenity), score you the best perks and offers, and handle all the boring parts (hello, time zones and cancellation policies) so you can just show up and enjoy.

I’m proud that my business runs on connection. My goal isn’t to “sell” travel—it’s to co-create experiences that leave people saying, “That was exactly what I needed.” Whether it’s a honeymoon, a solo recharge, or a “we survived the last two years and need a dang vacation” celebration, I meet people where they are and help them get where they want to go—mentally, emotionally, and geographically.

What I want readers to know is this: Travel can be more than just a getaway. It can be a portal. A turning point. A way to reconnect with who you are when you’re not answering emails or folding laundry. And if you want someone to guide you through that journey with empathy, creativity, and probably a few well-placed pop culture references—I’m your guy.

Any insights you can share with us about how you built up your social media presence?

As I started to travel more (for work and play), I naturally began to share more of those adventures—sunrises over foreign cities, hammock views from cruise balconies, and the occasional selfie featuring both joy and jet lag. That blend of personal storytelling and visual content helped me grow a community that’s genuinely curious about both the places I go and the experiences I help create.

When I launched Celladora Travel, my audience was already primed for it—they’d been watching my adventures and dreaming of their own. It wasn’t about pivoting, it was about expanding. I let people in on the journey—from planning trips to reviewing cruise lines to talking about the little moments that make travel feel magical (like discovering a perfect coffee shop in a new city or watching someone cry happy tears at a sunset on deck).

My advice? Start small. Be consistent. Show your face. Share what you love. Don’t stress about trends—stress about being useful, entertaining, or genuinely inspiring to your people. And remember: you don’t need a million followers. You need the right ones—the ones who trust you, vibe with you, and want what you’re offering.

Can you tell us about what’s worked well for you in terms of growing your clientele?

When I started Celladora Travel, I already had a network of friends, photography clients, and social media followers who trusted me because of the work I’d done with Celladora Photography. They’d seen my dedication, my style, and my (slightly obsessive) attention to detail. But what they didn’t know was that a travel advisor could save them time, money, and stress—and make their trip way more awesome.

So I made it a point to start educating—in Instagram posts, emails, and conversations over drinks. I explained that working with a travel advisor doesn’t cost extra (in most cases it’s completely free), and that I could get them perks they couldn’t access on their own—like bonus onboard credit, upgraded rooms, or early booking windows for things like restaurant reservations and excursions.

One of the best feelings is when someone messages me and says, “Okay… I didn’t know what a travel advisor really did, but now that you explained it—I’m never booking a trip without you again.” That kind of trust doesn’t come from flashy ads. It comes from real relationships and showing up with value.

My advice for anyone trying to grow a service-based business: don’t just promote. Educate. People aren’t going to invest in what they don’t understand. But once they do? They’ll wonder how they ever traveled without you.

Contact Info:

• Website: https://celladoratravel.com
• Instagram: @johnyates

Image Credits

John Yates / Celladora Travel