The Game Changer

Posted on January 24, 2012 by - Also by this author

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William Rondo’s personal approach to service makes clients consider him a valuable resource and friend.
William Rondo’s personal approach to service makes clients consider him a valuable resource and friend.

The kid from Kentucky looks like a business pro with style: Smart, slick threads, diamonds in his ears, a smile only he knows how to wear. He dresses well because he needs to look sharp when he shakes up the world, which he plans on doing, by the way, with the help of an advantage unique to his time: Technological tools unheard of even 20 years ago.

At just 30 years old, William Rondo of Superior Global Travel & Concierge looks out at the Boston skyline and sees the greater universe beyond. But don’t let his youth fool you; the industry young gun matured at an early age to became the man of the house and help his mother raise his three siblings in Louisville, Ky. Among them, his younger brother Rajon, who is the reason he ever came to Beantown in the first place.

Pro sports connection
Rajon was just 20 years old when he was drafted to play professional basketball in the NBA for the legendary Boston Celtics. The Rondo brothers moved to Boston in 2006; Rajon to fulfill his destiny and Will as his legal guardian and mentor to help him see it through. “It was a new atmosphere, a new big city, and I wanted to make sure he adapted well,” Rondo says.

Rondo got his first taste of the limousine industry during Rajon’s rookie season. The two were often picked up from the airport and driven around by chauffeured cars, and Rondo admired the knowledge the chauffeurs had about the region. He saw them as ambassadors for Boston, and learned all about the city from them. “They knew where to go for anything; they taught me about rush hour, traffic times, alternate routes,” Rondo says.

During the second part of Rajon’s rookie season, more family members started coming up to Boston. Sometimes their flights were at 6 a.m.; sometimes at 11 p.m. Because of Rajon’s busy basketball schedule, Rondo used chauffeured car services to transport his family. “Multitasking and getting them taken care of was like playing Tetris,” Rondo recalls with a laugh. Soon enough, other Celtics players noticed and started asking him if he could arrange cars to pick up their families.

Starting out
To learn more about the business, Rondo got a job as a reservationist for Harrison Global, working as a liaison between the Celtics and the service. He worked his way up, spending time as a dispatcher and office manager learning the different levels of the business. “I love a challenge, and it was definitely a challenge multitasking and dealing with 70-80 trips a day,” Rondo says. “Every day in this business is different and I love that about the limo industry.”

After two years in Boston, Rajon won the NBA championship with the Celtics and seemed to have settled down in his new home. “He was comfortable with his teammates, he embraced Boston and Boston embraced him, and I felt like I’d completed my task,” Rondo says. “I had a young daughter living in Tennessee at the time, and my goal was to take care of Rajon and then go back home to my daughter, so that’s what I did.”

Rajon Rondo, William's brother, glides past Miami Heat's Dwyane Wade on the way to the hoop.
Rajon Rondo, William's brother, glides past Miami Heat's Dwyane Wade on the way to the hoop.

Destined to stay
Unfortunately, the economy ground to a halt that year and Rondo had trouble finding a job that would match the salary he made in Boston. When he moved back north, the job he had at Harrison had been filled but he found a new job at Weldon Coach under operator Jerry Robbins. After two weeks as a reservationist, Rondo was given the affiliate manager position, where he learned how to acquire partnerships with companies in different areas.

Rondo credits Robbins with inspiring him and teaching him how to run a company. But their age gap inevitably led to differences of opinion on certain operational matters, so Rondo wanted to start his own company and make his mark in the industry.

“I wanted to be a global one-stop-shop for all aspects of travel,” Rondo says. “A global traveling concierge service.” In 2009, he started Superior Global Travel & Concierge with the goal of providing a “superior experience.” He saw people as individuals instead of just accounts and wanted to make them feel like VIPs the whole time by providing a level of service beyond their expectations.

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