Ask-an-Advisor: How Can I Better Prioritize My Limited Time as an Advisor?

This is 2026’s second edition of TMR’s Ask an Advisor series, a regular column where a team of travel advisors tackles questions from others in the industry. All questions from this series have been submitted by readers and vetted by the TMR editorial team.

Dear Ask-an-Advisor,
Lately, I’ve found my attention pulled in several directions: managing social media, maintaining a consistent newsletter, and following up with past clients for referrals. How can I determine which of these activities provides the best ROI, and where should I be prioritizing my limited time?
Sincerely,
Multi-Tasking in Miami

Lesley Sawhook, Owner, Exclusive Travel Partners

I have found that social media marketing provides our biggest ROI. Actually, since I do all of our marketing myself the only investment is time.

Our business does not have a traditional storefront, so this is how our guests find us. Once they find and work with us we establish a new client base and trust which grows the business and moves us forward through strong customer relationships. I have not found newsletters as successful because inboxes are so full. Consistently posting content that stops guests scrolling through social media, encouraging engagement and quote requests, is what best pushes our business forward.  

Lesley Sawhook leads a national team of travel professionals alongside her husband, Tim. With over 17 years of experience in the industry, she prides herself on delivering excellent customer service and utilizing social media to drive business growth. Lesley has personally maintained over a million dollars in annual sales for the past 15 years. She manages both her personal and agency social media accounts, achieving significant reach on TikTok (@LesleyETP), where she has over 250,000 followers.

Savannah Sharp, Travel Advisor, Trip Guy Travel

I tend to feel high anxiety about completing all marketing tasks ASAP in a daily order—but the truth is, not all marketing activities generate the hot leads we need to actually sell travel. The key for me has been figuring out what actually leads to bookings, not just what keeps you busy or looks appealing. 

The best marketing plan always comes from tracking your clients. For a couple of months, pay attention to where your clients are really coming from. Ask every new inquiry how they found you, and review what prompted past clients to book again. 

For most advisors, the breakdown is like this: past clients and referrals bring in the highest return. Newsletters and social media build visibility over time, keeping your business front and center in existing clients’ minds—but they convert more slowly for new clients. This is typically where I spend the most time because 10 years into the business most of my bookings come from repeat clients and their referrals. 

A good rule of thumb is to prioritize in this order:

First, focus on revenue-generating activities—following up with past clients, checking in before key travel seasons, and asking for referrals. These are the quickest wins and often require the least effort. Next, use your newsletter to stay top-of-mind. This doesn’t have to be overly complicated. A consistent, well-branded update (even twice a month) can keep your audience engaged and ready to book.Then, treat social media as your long game to stay visible to vendors and clients alike. Instead of trying to post constantly, focus on quality content that reflects your brand and expertise. All three of these tasks can utilize an AI system or an office administrator to lighten the agent’s load, allowing them to focus on selling. 

At the end of the day, relationships drive this business. If you’re deciding where to spend your time, lean into the connections you’ve already built—they’re almost always your highest ROI. 

Savannah Sharp has carved out a distinct niche in the industry, specializing in custom FIT travel throughout Europe and Asia. With nearly a decade of experience, she focuses on designing highly personalized itineraries, destination weddings, and experiential travel for clients across the United States. Her expertise spans luxury accommodations, immersive cultural experiences, and specialty trips such as equestrian and small-group journeys.