What I Wish I Knew: Business Lessons from Travel Advisors Who’ve Been There Done That

If only every travel advisor was gifted with an owner’s manual when they decided to enter the profession. Wouldn’t that be nice, with detailed instructions including all the insider secrets to success? 

But more practically speaking, building a successful travel business is chock full of lessons advisors can only learn by doing, and some come the hard way. From rookie mistakes and unexpected breakthroughs to game-changing mindset shifts, we asked seasoned advisors to share what they wish they knew when they were starting out.  

Their candid advice proves that success isn’t about getting everything right—it’s about learning, growing, and enjoying the journey along the way. 

Relationships Are Your No. 1 Asset 

The travel industry is built on relationships, and this aspect is the biggest advantage a travel advisor can accomplish.  

“Looking back, I wish I had realized sooner that success in the travel industry is built just as much on relationships as it is on destination knowledge,” says Ariel Rodriguez, travel consultant & owner, Ari-Ventures.  

“Networking has been one of the most valuable parts of my journey as a travel advisor. Building connections with suppliers, tourism boards, and fellow advisors has expanded my knowledge, opened doors to new opportunities, and ultimately allowed me to create more personalized, memorable experiences for my clients. Those relationships have become one of my greatest assets, both professionally and personally.” 

Relationships are also key in building a strong and enduring client base. Denise L. Wiggins, travel advisor and wellness advocate, The Healthy Traveler | Curran Travel, talks about her early realization that she was not simply booking travel, but building trust and lifelong relationships with clients. 

“People don’t choose a travel advisor because we know which hotel has the nicest pool or which cruise cabin has the best location. They choose us because they want confidence,” explains Wiggins. “They want someone who listens, asks thoughtful questions, anticipates challenges, and advocates for them before, during, and after every journey. 

“That realization changed everything for me. I stopped measuring success by the number of trips I booked and started measuring it by the relationships I was building. Trust, integrity, and genuine care became the foundation of every client interaction.” 

Find a Mentor Fast  

Establishing a solid relationship with a mentor at the start is a critical step for new travel advisors. 

“I was fortunate to have an exceptional mentor early on who gave me a real sounding board—someone to check my instincts against before I trusted them on my own,” describes Geoffrey Ravoire, vice president & luxury travel strategist, Huffman Travel.  

“Looking back, what I wish I’d known is how rare that is, and how much faster you grow when you actively seek it out rather than waiting for it to find you. If you don’t have a mentor, build your own version: a peer group, a supplier you trust, even a competitor you respect enough to ask questions. Don’t try to figure it all out solo.” 

Get Educated Early On and Often 

Travel is one of those industries that is constantly evolving. Ongoing education is essential for travel advisors to stay informed, sharpen their expertise, and continue delivering value to their clients. 

“There is so much to learn in this industry, and when you’re getting started, it can feel like you’re drinking from a firehose,” says Beth Bogan, travel advisor & vacation aficionado, Keys to the World Travel. “Education is incredibly important, but you don’t have to know everything all at once.”  

She recommends that travel advisors “commit to continued education. The more you learn, the more confident you’ll become, and the better you’ll be able to serve your clients. Most importantly, give yourself some grace during the growing period. Building expertise takes time.” 

Along those same lines, Joy Crutchfield, CEO and founder/chief joy officer, The Joy of Travel, talks about how “it can take time to distinguish yourself as a knowledgeable, committed professional. Building that distinction requires ongoing education, strong supplier relationships, careful attention to detail, ethical business practices, and—most importantly—a consistent record of taking excellent care of your clients. A professional reputation is not created overnight, but it becomes one of your most valuable assets.” 

Don’t Try to Be Everything to Everyone 

When just starting out in travel, a common mistake is for new advisors to try to be the travel expert about everything to everyone. Our advisor panelists agree in saying, just don’t do it that way. 

Wiggins knows this well: “In those early years, the adrenaline was high. I was eager to prove myself. Every inquiry felt like an opportunity I couldn’t afford to lose, so I said yes to everything. There were countless suppliers to learn, systems to master, destinations to understand, and processes I had yet to experience. At times it felt overwhelming. I made mistakes, questioned my abilities, and occasionally wondered if I was cut out for this profession. Looking back, I wish I had remembered to simply breathe. 

“What I eventually learned is that success isn’t about trying to be everything to everyone. It’s about understanding the playing field—knowing where to invest your time, who you want on your team, which partnerships you can trust, and where your expertise creates the greatest value. Those lessons don’t happen overnight; they’re earned through experience.” 

Also on this topic, Ravoire advises: “Never pretend to know everything. The travel industry is simply too dynamic for anyone to have all the answers. Clients appreciate honesty far more than false confidence. Saying, ‘I’m not sure, but let me find out,’ builds trust because it shows you’re committed to giving them the right information, not just the fastest answer.” 

Early Mistakes to Avoid 

Sometimes knowing what not to do is as important as understanding and implementing the proven steps to success. 

First off, Ravoire relays: “One of the biggest lessons I learned early is that you can’t make assumptions about what clients value. It’s easy to think people with similar incomes, backgrounds, or even friend groups will travel the same way, but they rarely do. I’ve had clients who happily charter a private jet but hesitate over a luxury hotel room, while others will happily splurge on an extraordinary suite but fly commercially. The lesson is to listen before you recommend. Every client defines value differently, and understanding that is what allows you to create truly personalized travel experiences.” 

Next up on the list of mistakes to avoid, Rodriguez recounts: “Early in my career, I had a client whose cruise package was missing a package, and I didn’t catch the oversight until embarkation day. Because it hadn’t been included in the original booking, she had to pay for it when she got on the cruise—a stressful way to begin what should have been an exciting vacation. That experience reinforced the importance of thoroughly reviewing every reservation before travel. Since then, I’ve developed a more detailed booking and quality-check process to ensure my clients can start their vacations with confidence and peace of mind.” 

Moving right along, Crutchfield tells of an initial mistake made: “Very early in my career, a family needed to cancel and rebook a trip, and the supplier charged a $150-per-person change fee. I had not fully understood that particular condition, so I had not prepared the clients for the possibility. Their disappointment taught me an important lesson: the details matter, especially the ones that may not be prominently presented. Since then, I have understood that part of our responsibility is to look beyond the appealing itinerary and make sure clients understand the terms, restrictions, and potential costs that could affect their trip.” 

And lastly, Bogan sums up with: “Things will go wrong when your clients travel. That’s simply the nature of this business. When something is your responsibility, own it, learn from it, and do what you can to make it right. But sometimes clients are simply frustrated and need a place to vent. One of the biggest lessons I’ve learned is not to internalize every criticism or take every unhappy client personally. Listen for what you can learn from the experience, make changes when they’re warranted, and then let the rest go. Not every client is going to be the right fit for your business or your style, and that’s okay.” 

Watch for Part II of this article series, where our travel advisor panel talks about game-changing decisions and mindset shifts that helped take their businesses to the next level, and the top piece of advice they have for travel advisors in their first few years of business.