Rhonda Shumway (Source: Rhonda Shumway)
Travel Advisor Success Stories focus on accomplished advisors and how they achieved success. Here’s a look at Rhonda Shumway, president of TerraMar Travel Inc.
How did you get your start as a Travel Advisor?
My love of travel began long before I ever booked a client’s first cruise or trip. As a child, I listened wide-eyed to my grandmother – an educator who spent summers exploring and traveling – who returned from her trips with stories that made the world feel both vast and reachable. My grandparents’ journeys around the world, and the keepsakes they brought home from abroad, turned those stories into something tangible. The travel bug bit me hard and never let go!
After several years as a stay-at-home mom, I launched my agency as soon as my youngest started school – first from a home office, then in a professional office as demand grew. What began as a local, relationship-driven business evolved into one built on repeat clients, referrals and a reputation for calm competence.
How did you build your business over the years?
I built my early business the old-fashioned way: by showing up. Friends, church connections, PTA and school networks, and community relationships formed the foundation of a loyal client base that expanded steadily through word of mouth. I began as an independent contractor working from home, learning what it takes to earn trust one itinerary at a time.
In 2000, after a few difficult experiences working for others, my father and I founded TerraMar Travel Inc. with a clear operating principle: Independent contractors should be paid their commissions first – every time.
Today, TerraMar Travel is a boutique host agency supporting advisors across the country, known for hands-on support and a values-forward approach. We are rooted in relationships!
What characteristics make you a successful advisor?
In an industry where disruptions can happen without warning, I’ve been known for staying steady when situations get complicated. Colleagues and friends sometimes describe me as calm in the middle of chaos – which can be an asset when travelers need solutions, not stress.
I’m anchored by a straightforward approach to business by leading with integrity, being honest in everything, and doing the right thing, even when it is hard.
My mantra, which I share with clients and our team of advisors, is simple but practical: Pack your patience and embrace flexibility. I heard this many years ago, and I’ve watched it prove itself time and again.
What have been your greatest challenges?
I have steered my business through the past 32 years of defining shocks: 9/11, economic downturns and the pandemic.
But the most profound challenges for me were personal. After the loss of my husband, followed by the tragic loss of my oldest son a year later, I was faced with the difficulty of finding the strength to continue my business while grieving. It was heart-wrenching, and my heart still hurts to this day.
During that time, I poured myself into my work – the structure and purpose gave me a reason to keep moving forward. I credit the support of my family, close friends and my ‘travel family’ with helping me survive and eventually, thrive.
What are your greatest accomplishments?
My family, of course! I have wonderful children and now two grandchildren who I adore!
Recently, I received the American Society of Travel Advisors’ (ASTA) President’s Leadership Award. What an honor and great surprise! I also received Travel Leaders Network Distinctive Voyager Award in 2025 – again, it was a huge surprise and honor.
Service has been central to my career. It is so important to give back when I have been so blessed. I recently served for four years on the ASTA National Board of Directors, representing the small business members. I also served on Travel Leaders Network Advisory Board for many years. Currently, I serve on the Southern California Chapter Board as treasurer, the ASTA Mentoring Committee and the ASTA Government Affairs Committee, among other volunteer roles.
My personal travel resume: I’ve traveled to over 120 countries. These travel opportunities have been such a great educational experience and have taught me so much about being human and about the beautiful world in which we live. I always look forward to the next great adventure!
What tips can you provide advisors new to the industry?
For those entering the travel business, I have three themes and values that shape both client relationships and long-term business health.
Lead with kindness.Set the tone from the first client interaction and carry it through every conversation, including supplier partnerships.
Build real connectivity. It is more than just technology; it is connecting with every part of your client’s travel planning experience to foster a relationship so clients feel supported and understood.
Flexibility is a core value of our company. No matter what is occurring in the whirlwind of our lives or world, we strive to understand and meet the needs of our team and our clients.
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