If you think your clients aren’t moving the needle too much by making “responsible travel” part of their vacation wish lists, consider that this year’s class of 30under30 might be doing it for them. A number of our select advisors said they seek out suppliers with legitimate sustainable practices, such as environmental policies that are strictly enforced or how animals, such as elephants in Thailand, are treated during guest activities. They do not sell suppliers with poor reputations, meaning this group has a strong influence on what our industry will look like in the future.
As always, we’re enlightened by the mindsets our newest class of 30under30 brings to the table, and here are just a few that caught our eye.
Perri Kitzman of Unique Romance and Adventure Travel in Anacortes, WA, said she learned from her agency’s owner that it’s vital to exude confidence in every interaction. “Carla [Schipper] stressed the importance of projecting expertise in my discussions with clients about travel destinations. It’s essential that they perceive me as the authority on the subject,” says Kitzman. “Above all, I must confidently encourage clients to invest in those small yet significant enhancements that can elevate their overall satisfaction—whether it’s opting for a room with a superior view or purchasing travel insurance.”
“Maintain a positive attitude. It’s such simple advice, but something that we should be reminded of constantly,” says YinYin Petersen of CIRE Travel in New York. “Sometimes you’re dealing with clients who are looking at Expedia rates, speaking with hotel staff who are less than helpful or even something in the planning process is getting messy and it can be frustrating. That’s hard for me because I want ‘perfect’ every time. But that’s okay—I stew about it for 10 minutes and then move on. Take a deep breath, tackle the task with a different perspective, and know that it will all be okay.”
“I’ve been really lucky to work within an agency with an amazing culture. When I first joined the agency I remember our agency owner, Kari Dillon, telling us that there is enough business for everyone. As travel advisors, our only competition is a direct booking. I always took that advice to heart and through her guidance have learned that this is a business of relationships, and building those relationships and supporting each other is the only way we can succeed,” says Jessica Malerman of Marvelous Mouse Travels in Meadowbrook, PA.
“If you do right by people, you will be successful in this career. Every day I advocate for my clients and ensure their needs are met,” says Briana Lyda of Leisure Travel Enterprises in Fort Mill, SC. She believes that the best way to make more money is to not make it your full focus. “My clients know that I am on their side. When you do right by people and have their best interest at heart, the money will come.”
“My mentor provides me with a lot of beneficial advice, but most key has been the importance of building relationships. In the modern day, where most people are used to just getting things done online with no ‘human’ connection, I have really learned the value of giving people a personal connection. Picking up the phone or attending a networking event can make all the difference,” says Stephanie Lombard of Frosch in Brooklyn, NY.
Tori Medlin of SmartFlyer says her strategy for 2024 is “Be strategic and smart when it comes to taking on new clients. To me, it’s not just about picking up a massive new client. My best client referral to date came from another client’s very budget-friendly honeymoon.” She uses one guiding principle that has enriched all of her relationships, from clients to partners and everyone in between: “I was told ‘you’ll never regret being kind,’” says Medlin.
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