Corina Johnson. (Source: Corina Johnson)
Success Stories focus on veteran advisors and how they achieved success. Here’s a look at Corina Johnson, owner of All Points Travel in Salt Lake City, Utah.
How did you get your start as a travel advisor?
I always knew I wanted to go into the hospitality industry, and my college career path led me to study hotel front office and rooms management in college. In 1992, my mother – with her airline knowledge as a corporate agent, and I, with my understanding of the workings of hotels and group management – decided to combine our skills and open a travel agency. Thirty-two years later, the rest is history!
How did you build your business over the years?
We made the commitment from the beginning to remain small so that we could provide the utmost in personalized service to our clients and build lasting relationships. This was a successful strategy. Long-standing client relationships and their referrals are the bedrock of our success over the years. But building trusted commitments with suppliers is also key. Having their support to help build our business – they see our hard work and honest commitment to them – has been crucial for continued growth.
What characteristics make you a successful advisor?
I think different advisors can bring different strengths to an agency. For me personally, with my love of puzzle and problem solving, my strengths lie in attention to details. I book a lot of custom groups of all sizes, and complicated itineraries with lots of pieces and parts. Being able to help people understand their options and wrangle in the details so they can make a decision is one of my keys to success.
What have been your greatest challenges been?
After more than three decades of working in travel, we have seen our share of industry challenges. On an agency level, surviving through the complete downturn of travel in 2020 and then the overwhelming tidal wave of 2021 was a test I hope none of us ever have to experience again. We are all still recovering from industry PTSD.
On a personal level, I think as a small business owner it is difficult to set boundaries and help clients learn that you are not on call for them 24/7. This has been a major focus for me during the past few years, as I have gained confidence that they will be okay and not leave me if I reply to their emails or messages at reasonable hours, and that everything is not an emergency.
What have your greatest accomplishments been?
I am very proud of our awards and recognitions that we have received over the years for being top producers with various hotel and wholesaler brands. It is nice to know that even though we are small compared to most, we are mighty! That said, it may sound cheesy, but when I think of what I am most proud of, I think of specific trips that one of us has sent someone on that fulfilled a lifetime bucket list for them. Or the times that clients rave to me about one of my staff or put their trust in us to send them on one of the most important trips they’ll ever take. When these experiences are shared with me, it makes me remember in an emotional and visceral way why we do what we do. And why I love my job.
What tips can you provide advisors who are new to the industry?
The biggest tip that I can give is to understand that being a true professional at selling travel takes time and education. The learning curve is tall and wide, and you don’t know what you don’t know. Plan on committing at least two years to learning about the industry to feel that you are starting to stand confidently on your feet. Learn the ropes from mentors that have been where you are.
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