More Business Lessons from Travel Advisors Who’ve Been There Done That

Maybe it was the day an advisor finally stopped saying yes to every client. Or the moment they raised their fees, chose a niche, delegated a task they had stubbornly held onto, or simply began thinking like a business owner instead of a booking agent. Whatever the catalyst, most successful travel advisors can identify a turning point when the way they approached their business changed in some fundamental way. 

In Part I of this two-part series, seasoned travel advisors shared the lessons they wish they had known when they were starting out. Now, we’re taking the conversation a step further, asking those same advisors to reflect on the game-changing decisions and mindset shifts that helped move their businesses forward—and to share the one piece of advice they believe every advisor in the first few years of their career should hear. 

Find Riches in the Niches 

All the seasoned travel advisors on our panel learned important lessons as they gained experience, which often led to decisions that altered their daily operations. 

Denise L. Wiggins, travel advisor and wellness advocate, The Healthy Traveler | Curran Travel, “discovered what has become one of my guiding principles: the riches are in the niches. Instead of trying to know everything about every destination and every supplier, I became intentional about where I invested in my education, the partnerships I built, and the experiences I pursued. That focus not only made me a stronger advisor, it gave my clients greater confidence in my recommendations.” 

Don’t Neglect Marketing 

Once an advisor decides which segment(s) of travel they want to focus on, it’s all about marketing. Yes, you got into this industry because you love travel, but as an entrepreneur, you need to quickly master a wide range of business functions and operations. 

“One of the biggest mindset shifts I made was realizing that people can’t book with you if they don’t know you exist,” reveals Ariel Rodriguez, travel consultant & owner, Ari-Ventures.  “Naturally, I’m a shy person, and early on I hesitated to promote myself or put myself out there. Over time, I learned that sharing my expertise and passion for travel isn’t about self-promotion—it’s about letting potential clients know they have someone they can trust. Stepping outside of my comfort zone and becoming more visible has been one of the most impactful decisions I’ve made for growing my business.” 

Build a Team to Scale 

Sometimes a travel business can pick up speed faster than expected, which unleashes a whole new set of challenges. 

That is exactly what happened to Beth Bogan, travel advisor & vacation aficionado, Keys to the World Travel, who explains: “My business grew more quickly than I anticipated, and one of the best decisions I made was recognizing that I didn’t have to do everything myself. 

“I hired my sister-in-law, Sue, as my assistant. We had worked together for 12 years previously, so I knew she understood how I worked and wouldn’t be afraid to point out holes in my systems. She’s helped me strengthen my processes, take things off my plate, and create space for me to continue growing. I’m wildly fortunate to have her. And earlier this month, I hired my recently retired brother, Jeff, to help as well! 

“If you’re on the fence about whether you need help, spend some time thinking about what you could accomplish if you weren’t trying to do everything yourself. Then take the time to find the right person. The right support doesn’t just lighten your workload—it can give you room to grow.” 

Geoffrey Ravoire, vice president & luxury travel strategist, Huffman Travel, experienced his own version of growing pains, which came with some game-changing decisions. “The real shift was realizing I couldn’t scale—or protect my own judgment—by being the only person who touched every detail.  

“Building a real team wasn’t just about capacity, it was about quality control: a second set of eyes catches things I’d miss when I’m moving fast, and it gives clients continuity even when I’m unreachable. It also forced me to build actual process instead of carrying everything in my head, which turned out to be the thing that let us grow at all.” 

Be Willing to Adjust 

As the years go by—and industry trends, resources, and technology fluctuate—advisors must also be willing to adjust to the new state of affairs. 

Joy Crutchfield, CEO and founder/chief joy officer, The Joy of Travel, describes her realization: “The travel business is in a constant state of change. A supplier, destination, marketing strategy, or customer base that serves your agency well for ten years may eventually stop being the right fit.  

“One of the most important mindset shifts I made was learning not to become overly attached to the way I had always done things. Growth requires paying attention, recognizing when circumstances have changed, and being willing to adjust—even when the previous approach was once very successful.” 

Think One Step Ahead 

A particular mindset shift that nearly every travel advisor will have to address at some point revealed itself clearly to Wiggins during her years in the business.  

She explains: “I embraced the importance of being thoroughly involved throughout the entire travel experience. My goal is to always be thinking one step ahead—whether it’s monitoring flights, preparing clients for what’s ahead, anticipating potential challenges, or simply being available when they need someone in their corner. Some of the most important work I do happens quietly behind the scenes, and often my clients never even know it. That’s exactly how I want it.” 

No. 1 Piece of Advice 

We also asked our panel about the top piece of advice they would give to a travel advisor in their first few years of business. 

To begin with, Crutchfield says: “Define your ideal client as early as possible. Pay attention to the travelers you most enjoy serving, the types of travel you can speak about with genuine enthusiasm, and the areas of the business that are both rewarding and financially sustainable. Those should become your primary focus. You do not need to be everything to everyone. The more clearly you understand whom you serve and what you do especially well, the easier it becomes to build expertise, communicate your value, and attract the right clients.” 

Next, once you have established your clientele, it is critical to take the proper steps to set realistic boundaries. 

Bogan explains: “This can easily become a 24/7 job, but it doesn’t have to be. Set boundaries with your clients from the beginning. Outside of genuine travel emergencies, teach your clients that you will respond during normal business hours. If you’re catching up on emails late at night or over the weekend, schedule them to send during business hours instead of creating the expectation that you’re always available. And when you’re on vacation, set the Out of Office message and stick to it! 

“You can provide exceptional service without being available every minute of every day. Setting healthy boundaries is one of the things that makes this career sustainable.” 

Continuing on with the best pieces of advice, and commenting on various approaches to daily operations, Wiggins suggests finding a mentor, establishing healthy boundaries, getting involved in the larger travel industry, and implementing a planning fee.  

And, she says, “Most of all, be proud to call yourself a professional travel advisor from day one. What we do matters. We create memories, solve problems, advocate for our clients, and provide confidence in an increasingly complex world of travel.” 

She elaborates: “One of the greatest blessings of my career has been the countless clients who have trusted me with their travels for ten years or more—and the referrals they’ve shared with their family and friends. Over time, many of those relationships have grown into something much deeper than advisor and client. We’ve celebrated birthdays, anniversaries, weddings, new grandchildren, career milestones, and life’s unexpected challenges together. Those conversations and connections mean as much to me as the trips themselves. 

“Today, I’m honored to be planning vacations not only for my longtime clients, but also for their children and growing families. I’m entrusted with planning milestone celebrations and multigenerational journeys that bring entire families together. To me, that’s one of the greatest compliments a travel advisor can receive. It tells me the trust we’ve built has endured across generations.” 

Finally, Rodriguez, ends with advice about just taking the first step: “My biggest piece of advice is simple: just do it. Don’t let fear or the possibility of making mistakes hold you back. Every successful travel advisor has faced challenges along the way. The key is to learn from each experience, refine your processes, and keep moving forward. Those lessons will make you a stronger advisor and help you build the confidence that clients value.” 

If you are an experienced travel advisor, and you hear about someone who is considering joining the ranks, share this two-part series with them to help set them on a direct path of success right out of the gate.