Sarah Bonsall. (Source: Sarah Bonsall)
Travel advisor Success Stories focus on veteran advisors and how they achieved success. Here’s a look at Sarah Bonsall, founder of Latitude 21 Travel.
How did you get your start as a travel advisor?
I am proud to have grown up as an Army brat. I got the travel bug early and was always amazed (and still am) at how you can jump on a plane and be in a totally different place than you were a few hours ago.
After high school, I attended one semester of college but decided that wasn’t for me. I worked for a temp agency in 1996, and they placed me in a call center that booked airline tickets. I worked my way up from being an agent on the phones to the ticketing department – yes, I know what a handwritten ticket is!
From there, I went to work for an agency with a government travel contract. Then came 9/11 ,and I got out of travel for a few short years. But you know how this industry is – once you’re bitten, you keep returning!
I then worked for a large OTA and found my way back to my roots with the management from the call center where I had started all those years ago. They had purchased a small agency selling leisure travel, and I was with them for 18 years before I decided it was time to launch my agency. That was November of 2022, and I haven't looked back!
How did you build your business over the years?
If you had asked me as a child what I wanted to be when I grew up, I would have told you a mama. I love to take care of people. Bringing joy to someone sincerely brings me so much joy.
The fact that I can make my clients’ dreams come true by planning their special trips truly energizes me. If you take care of people and listen to them, they will come back to you again and again, and they have! It isn’t something that happens overnight. But when someone has a great experience booking with you, they’ll tell others and then they’ll tell others and it grows from there.
Genuine, southern hospitality has allowed Latitude 21 Travel to blossom. I’m not just an advisor – I’m a trusted confidante who helps make memories that last a lifetime. When clients book with me, they become a part of the Latitude 21 Travel family.
What characteristics make you a successful advisor?
Honesty is, without a doubt, the most important characteristic that has made me a successful advisor. When clients spend their hard-earned money on a trip, they need to trust that I’m giving them the straight scoop.
I always make it a point to be upfront and transparent, even if that means having tough conversations about budgets or expectations not aligning with their dream vacation. It’s not about making a quick sale. It’s about building a lasting relationship and ensuring clients get the best possible experience.
Gaining my clients’ trust is paramount. I want them to feel confident that I have their best interests at heart, no matter what. That means never booking them somewhere I wouldn’t stay myself. I’m their advocate, their confidante and their partner in creating unforgettable memories.
Honesty, trust and genuine care for my clients' satisfaction are the formulas that have allowed Latitude 21 Travel to thrive.
What have been your greatest challenges been?
Running my own business has presented a whole new set of challenges compared to just being an advisor. Before launching the agency, I did a lot of research to prepare. But even with that groundwork, I quickly realized that being a full-time advisor and a business owner simultaneously is no easy feat. The biggest hurdle is finding the time to juggle all the different responsibilities.
There are never enough hours in the day when you wear so many hats – advisor, marketer, accountant, operations manager and more. It can feel completely overwhelming at times.
I’ve really had to hone my time-management skills to stay on top of it all. I’ve started scheduling dedicated time blocks for different business tasks like accounting, marketing, social media, etc. This helps me avoid feeling scattered and ensures I prioritize what needs to be done.
What have your greatest accomplishments been?
Building my incredible team at Latitude 21 Travel has been one of my greatest accomplishments. Even though our agency has only been around for a short time, we’ve already assembled an amazing group of travel professionals who have been integral to our success, and we are still growing.
We wouldn’t have achieved all we have without this rockstar team by my side. In our very first year of operation, we earned the prestigious ALG Vacations Diamond Elite status – a true testament to our crew’s hard work, expertise and dedication.
We’ve also been honored as winners of the NEST Horizon award in 2023 and have racked up several top sales-focused accolades. But what makes me the proudest is watching this team grow, individually and as a unit.
I’m also deeply honored to have been selected to serve on the ALG Advisory Board.
What tips can you provide advisors new to the industry?
The most important piece of advice is to find a specific niche and make yourself an expert in that area. Narrow your focus to something you’re truly passionate about, whether it’s a particular destination, type of traveler or travel style. By positioning yourself as the go-to authority in that space, you’ll be able to better serve your clients and stand out from the competition.
Don’t be afraid to respectfully refer a client elsewhere if their needs fall outside of your expertise. Being upfront about your areas of focus, and knowing your limits, builds trust and credibility.
Treat your clients like royalty. Take genuine care of them, and they’ll keep coming back time and again. Have solid systems and workflows in place to ensure no detail is overlooked. Find what organizational methods work best for you and stick to them religiously.
Networking is also paramount in this industry. It’s all about who you know, so make connections, build relationships and lean on your fellow travel professionals. Learn from suppliers through fam trips, meetings or webinars.
Seek out experienced advisors who can guide you, share their wisdom and help you navigate the ups and downs. Their insight can be truly transformative.
Lastly, don’t be too hard on yourself. Mistakes will happen – we all have them in our rearview mirrors. Give yourself grace and see them as opportunities to learn and grow. Brush yourself off, make any necessary adjustments and keep moving forward. With the right mindset and determination, the sky’s the limit for new advisors.
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