Tom Brussow. (Source: Tom Brussow)
Success Stories focus on veteran travel advisors and how they achieved success. Here’s a look at Tom Brussow, owner and president of Pewaukee, Wis.-based Sunsational Beach Vacations.
How did you get your start as a travel advisor?
It has been a long and winding road for sure, going back to America West and then as an executive at The Mark Travel Corporation.
When that abruptly ended in the economic chaos of 2008, I very much wanted to stay in the travel industry. I had managed sales teams and travel agency accounts for many years and thought I understood what it took to be successful, so I launched Sunsational Beach Vacations in 2010. Turns out, I had no idea of all that was really required to be a successful travel agency owner – but I quickly found out!
How did you build your business over the years?
First, I chose to focus on a niche and not try to be all things to all people. I was very familiar with the beach vacation package market and knew the products, processes and polices, which was a good start. I also had the benefit of hugely important supplier business relationships that had been built over the years.
From the start, I knew that groups were going to be the key, so destination weddings and other social groups were the focus. Building our group business gave us a foundation to work from and exposed us to many new customers who otherwise would never have known we existed. These customers then became the source of many referrals and repeat business as the years went on.
Other foundational aspects and drivers were trust, reliability and accessibility. Our clients learned that they would benefit from our “been there, done that” experiences and that our expertise, and the ease of working with us, would make the task of choosing the right vacation product for them an easy process – easier than doing it themselves online.
Finally, I have been very lucky to have had some excellent team member colleagues who have greatly contributed to our growth and success.
What characteristics make you a successful advisor?
First and foremost, it is attention to detail. There are so many opportunities to make mistakes, fail to follow up, miss an important deadline or generally mess things up and negatively impact a client and/or your reputation.
The job of a travel advisor is the definition of “hyper-tasking,” and I have managed over the years to navigate through it all with a minimum number of issues, although I have definitely made my fair share of mistakes and learned from them!
Another is that I try to be personable, interesting and kind in dealing with people on the phone. I think people’s expectations are so low for these types of customer encounters that I quickly stand out as a person that our clients want to do business with.
Finally, I strongly believe in the “community over competition” mindset as it relates to our industry. This has had a huge impact on my personal and business success.
What have been your greatest challenges been?
Outside of the two years of COVID hell, I think my biggest challenge as an agency owner is finding and investing in the right resources to streamline and grow the business. Letting go of the mountain of day-to-day business/administrative tasks to create the time and energy to focus on new business opportunities, personal and leadership growth and achieving a minimum work-life balance has been a challenge.
What have your greatest accomplishments been?
After 13 years, I am still here and doing better than ever!
I work in an industry that I love with countless friends and colleagues that I love and admire. I’ve had the honor to serve on several supplier advisory boards and provide insights and perspective that someone actually thinks are valuable.
Finally, I have clients from all across the US who loyally come to a guy located in Pewaukee, Wis., to book their vacations. Each of them has a travel advisor in their city or town that could surely do the job. The fact that I am able to continue to earn their business is something I am most definitely proud of.
What tips can you provide advisors new to the industry?
First and foremost, the job of being a travel advisor can be hugely rewarding and lucrative for young people or those that are new to the industry. At the same time, it is definitely not for the “weak of heart” or for those who are looking for an easy side gig to get travel perks or a little extra cash. Avoid any company who tells you differently!
To be successful in the long term takes a commitment to the industry, education, acquiring first-hand knowledge of the products, and developing a base of clients through marketing, referrals and your personal brand integrity.
Strong supplier relationships are key. Get to know your BDMs. Attend webinars, events and fam trips whenever you can. Pick a few key partners to do business with and establish yourself as a rising star. You will get their attention, and this will foster more opportunities to grow your business.
Don’t try to go to alone. Find an existing travel advisor to serve as a coach and mentor and plan for things to take way longer than you expected.
Finally, find a tribe of other kindred spirits. There are so many opportunities and resources available that will immediately help you feel like a part of the industry and grow your knowledge and confidence. Plus, you are likely to meet some amazing and fun people along the way!
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