The prospect of taking your business to the next level may seem daunting, but it doesn’t have to be — particularly if you focus on one strategy at a time, whether that's finding a niche to specialize in, hiring an assistant or ramping up networking efforts.
To elevate your business, a strategic mindset is essential to success.
When Tyler Stiscak, owner of CS Elements, decided to take his business to a new level, he focused on three elements: focus, relationships and scalability.
To start, the agency became more discerning about the type of business it targets.
“We stopped trying to be everything to everyone and leaned in to where we could truly lead — group travel, destination weddings and high-touch experiences,” Stiscak said. “Specialization builds trust faster with clients and opens stronger doors with supplier partners. In the same vein, we created teams and roles that are highly specific and specialized.”
Simultaneously, Stiscak made a commitment to bolster the agency’s visibility within the community.
“Instead of waiting for the phone to ring, we created opportunities for travelers to meet us through events, partnerships and consistent local engagement, he said. “Growth accelerated the moment we started creating our own demand.”
The agency also built an infrastructure to support that growth.
“Clear workflows, defined team roles and automated systems allow us to handle more volume while still delivering a concierge-level experience,” Stiscak said.
Finding a Niche
Sarah Kline, president of Time for Travel, is of the same mind when it comes to specialization.
“Early in my career, I tried to be everything to everyone, but once I focused on the type of travel I truly love planning, my business grew exponentially,” she said, adding that she chose to specialize in destination weddings and honeymoons.
“That niche allowed me to build deeper supplier relationships, develop true expertise in resort wedding programs, understand group dynamics and create a streamlined planning process for couples and their guests. It also made my marketing much more targeted and recognizable — clients now come to me specifically for romance travel, rather than general vacations.”
Due to her decision to specialize, Kline’s average booking value increased, her client retention improved, and she now receives a significant amount of referral business from past couples and their guests who return for anniversaries and future trips.
Kline strongly advises agents to identify the travel segment they are most passionate about and lean into it.
“When you position yourself as an expert rather than a generalist, you become more valuable to both clients and suppliers, which leads to higher revenue, stronger partnerships and a more sustainable business model,” she said.
Upping the Networking Ante
Arguably, networking can play a pivotal role in generating new business.
“The biggest thing that has taken our business to the next level is networking with suppliers, different advisors and potential clients,” said Bret Cook, luxury travel manager at Love to Travel. “Meeting different suppliers around the world, visiting their properties, experiencing their culture — or simply developing a relationship with them over email and webinars — gives you trust that their product will deliver for your clients.”
Although it’s tempting for advisors to simply rely on their current book of business and referrals, Cook suggests broaching the subject of travel with people of all stripes and sizes.
“Everyone loves to talk about travel, whether that’s discussing where they’ve been or where you’ve been,” he said. “It’s an easy conversation starter without sounding too sales-like, and it’s a conversation you can spark up with just about anyone.”
Hiring an Assistant
For Jennifer Doncsecz, president of VIP Vacations, hiring an assistant was a crucial move in expanding her business.
“I’ve always said that I wish I could clone myself, and by hiring an assistant, I was able to get the next best thing to a clone,” she said.
While Doncsecz was initially concerned about the costs involved, she believes it was one of the best decisions she ever made.
“It allowed me to focus on so much more, which created the growth to the next level,” she said.
Several years later, Doncsecz took another big step by hiring several full-time advisors and subsequently moved to a retail storefront.
“I remember being worried about the new expenses that came with a storefront, plus being worried about having enough staff to cover walk-in clients,” she said, adding that VIP Vacations doubled its business in the first year of moving to the storefront location.
“If you have faith in yourself, know your numbers, know your business and can forecast out the sales with confidence, then take the risk and do the scary thing.”
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