Sally Kertes (Source: Sally Kertes)
Travel Advisor Success Stories focus on veteran advisors and how they achieved success. Here’s a look at Sally Kertes, marketing manager of Vacations by Design, a member of Ensemble.
How did you get your start as a travel advisor?
I started in the travel industry working for the airlines. After 9/11, they closed our offices, and I went back to college. I finished my degree in cultural anthropology with a minor in religion.
While I was studying, I traveled quite a bit and brought my very young children along. People began asking me how I managed international travel with little ones and whether I could create an itinerary for their families. This led me to open TRAVELKID, which launched my career as a travel advisor.
How did you build your business over the years?
Initially, as the owner of TRAVELKIDS, I promoted my business while serving as president of my local Parent-Teacher Association. I eventually hired a few employees and needed office space. I met my now-husband, who was renting space/desks at his long-standing, successful travel agency. Needless to say, I no longer have to pay him rent!
What characteristics make you a successful advisor?
Honesty and authenticity. Also, having traveled a great deal, I can speak to many of the areas people would like to go. But throughout my travel career, money has never been my motivation. I think discussing someone’s travel plans and helping them make it happen is so exciting and rewarding.
What have your greatest challenges been?
Remembering to work on your business, not always in your business, can be a great challenge for a small agency. My strength is in marketing, but I often find myself headlong into being a hands-on travel planner as well. Finding that balance has remained a challenge for me throughout the years.
What are your greatest accomplishments?
My greatest accomplishment within the travel industry is our dive into the niche segment of Christmas markets. My husband, kids and I have become really excited about the river cruise industry and truly enjoy this mode of travel.
I am also a very big Christmas lover and have instilled that love and excitement in my children. So, when I became aware of this niche growing in popularity, I believed it was a natural fit for me.
It was my genuine excitement about the niche that allowed me to grow the agency’s current Christmas market groups to over 600,000 engaged members – and that number is expanding, resulting in exponential sales growth.
What tips can you provide advisors new to the industry?
Specialize in what you love, and you will be successful. It’s a large industry with much competition and being everything to everyone is never a recipe for success.
Sit down and really look at what you enjoy and craft your business model around it. Having a unique niche is an achievable goal and it narrows the competition.
If you’re growing a new business, my advice is to be available and consistent. Bring your A game and help your clients get to know you and trust you so they feel excited to refer you.
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