Raising the Bar in 2018

As the New Year approaches, travel agents are taking a long, hard look at how their businesses fared in 2017 and are setting goals for 2018.

We spoke with several top-producing agents for their views on where they’re headed next year and how they plan to get there:

“At the start of each new year, most of us try to consider ways in which we can improve both our businesses and our professional knowledge,” said R.D. Gavel of Harvard, Massachusetts-based Travel Repertoire, a Travel Experts affiliate. “We look to broaden our engagement with the public, increase our visibility, refine our procedures and familiarize ourselves with new products, destinations and services.”

Next year, Gavel is upping the ante on her resolutions: “For 2018, I’ve been giving a lot of thought to the fact that, after years of statistics showing a rise in online bookings, we are seeing a return to the traditional client/advisor model.”

Gavel thinks this isn’t just because travelers are discovering the challenges of planning complex FIT vacations on their own and realizing that crowdsourced opinions from strangers may not be as reliable as advice from a trusted agent.

“In an increasingly impersonal world, there is also a renewed appreciation for the personal relationship,” she added. “So, for the coming year, I’ve been considering how I might move beyond the email blast, the generic gift, the routine welcome home and connect with each client as a unique individual. It’s important to look for new business, but our current client list is our most valuable asset.”

Judy Nidetz of Travel Experts, Northbrook, Illinois, added another dimension to the OTA discussion: “In recent years, with more online competition for bookings, I feel more pressured to reply to client requests very quickly. My job is much less nine to five and more of a 24/7 experience, especially because I am a home-based agent.”

Nidetz’ goal is to find a way to carve out a more reasonable work schedule for herself.

“I will try not to be glued to my phone and email when I’m enjoying leisure time,” she said. “Hopefully I can figure out a way to still be very responsive to clients while balancing my personal life.”

She noted that her numbers are slightly down this year versus 2016, following a significant number of cancellations due to situations beyond her control, including terrorism attacks in Europe, hurricanes in the Caribbean and the political situation in Cuba.

“But my future bookings are strong,” she added. “I have several cruises and large tours booked through 2020. It’s a good sign that the economy and the stock market remain strong – that is giving people the confidence to plan ahead.”

READ MORE: What the Travel Industry Faces in 2018

Gina DeSantis of La Jolla, California-based Cadence Travel, a Virtuoso agency, said that (fortunately) her clients weren’t affected by world events: “I think part of that is because my clients, like me, are seasoned travelers. They understand that unforeseen events are a part of life and, to them, traveling the world is a risk worth taking.”

This year has been a productive one for DeSantis: “Looking back, this is a sign that I’ve been making the right transitions in my business and this is how I will approach 2018.”

For 2018, DeSantis plans to grow her business by increasing the number of luxury travel bookings rather than the number of clients: “This means handing over more of my administrative tasks, marketing, data entry, accounting, etc., to my host agency, Cadence, so I can focus on maintaining the relationships I’ve built with my most valuable clients and really wowing them with the best experiences out there.”

Going forward, DeSantis is taking a measured approach to growth.

“You can only take on so many clients before you outgrow your capacity, and that stress eventually chips away at your passion,” she said. “If I continue to grow, it has to be in a way that is beneficial long-term. I’m putting more thought into what types of relationships are best for my business and what types of travel experiences I should be identified with.”

Rhonda Day of Louisville, Kentucky-based Dream Vacations is also taking a look at the kind of clients she wants in 2018.

“There are clients who look at agents as trusted advisers. These clients are patient, reasonable and understanding,” she said. “This doesn’t mean they won't question me and expect my best, but they are more of a partner in getting to the end result.

“On the flip side, there are clients who are price-driven, question everything and tend to think they know more than you. I am to the point where I'm okay letting them go.”

For Day, January is “the reset point” for taking what she has learned over the past year and putting it into practice: “I plan to focus on cultivating new business that will result in working ‘smarter and not harder.' For me, one of the best ways to do that is to work with suppliers that are most supportive.”

Day’s definition of “supportive” means suppliers who are responsive when she asks for help, willing to partner with her, willing to promote her ideas and be there for her when the going gets tough.

“It takes time and experience to get to the point where you know who those suppliers are,” she said. “I am still learning myself, but I do see consistent patterns.”

2017 was a milestone for Amy Seng of Arlington Heights, Illinois-based Destinations by Amy. This year, Seng fulfilled one of her top goals: hiring her dream team.

“I now have four amazing agents working with me. By working together, the possibilities really are unlimited,” she said. “We are a group of women who support each other and inspire one another to reach high for our goals. Now I have the ability to pass off business to my team, feel confident they will knock it out of the park and improve on my brand.”

The next step for Seng is maximizing her marketing strategy: “I love filling my social media calendar, strategically writing blogs and updating my website. Being creative and building upon my brand personality comes naturally for me, and travel is so fun to market, too.”

Along with marketing, Seng’s 2018 resolutions include continuing education and specialization in destinations she’s targeted for the New Year, revamping her website to make it more informational and interactive, and providing more comprehensive training to her agents.

“I want to grow upon the training I offer my team,” she said. “I want to give them more consistent coaching, organizational techniques, successful project management processes and an automated website.”

In the end, Seng believes her resolutions will pay off: “Next year will be our best year yet but not without consistent good work by a hard-working team."