Shane Lawrence (Source: Shane Lawrence)
Success Stories focus on veteran travel advisors and how they achieved success. Here’s a look at Shane Lawrence, president of leisure sales at Imagine Travel Vacations.
How did you get your start as a travel advisor?
Actually, it was over a breakup. I figured if I couldn’t have love I would help other people have it, so 25 years ago I was hired at Dillard’s department store. It’s hard to imagine Macy’s having a travel agency inside of it, but Dillard’s actually did. I focused on weddings and honeymoons (oh the sweet irony) and put my information where brides would register for their wedding gifts. I then became the “honeymoon guy.” Funny enough, I booked the girl who broke my heart’s honeymoon 10 years later! She said I was the only person she could ever trust to book it just right.
How did you build your business over the years?
Most agents would not like this, but I was the deal guy. I was the “Cancun King” on the radio and basically like the car salesman of travel, not my best look. But as the years went on, I learned that price wasn’t all that mattered, and I just made sure people got the right place for them. There is a place for every taste and budget out there, no doubt.
What characteristic/s make you a successful advisor?
My number one goal is to make the entire process fun. I want to make people laugh, smile, share their lives, not just be an order taker and build a family-style relationship with them. I’m usually more excited for the client’s vacation than they are. I pride myself on treating every customer the same – regardless of what they book or don’t book. I’ve always felt it’s important to be professional and very honest with people (if I don’t like a place, I’ll say it). But most importantly, this is a fun industry and I try to make it fun for everyone.
What have been your greatest challenges?
COVID was no easy task. I worked night and day to keep people from cancelling and instead move their trips over and over, trying to keep the hope alive. Some bookings were almost three years old when they finally traveled, and it was worth every long night with no pay. I know this was a tough time for all of us in the industry. I’m sure my story isn’t unique.
What have your greatest accomplishments been?
I would say that chartering the Carolina Country Music Cruise was the hardest thing I’ve ever done, but the most rewarding. Thank God I had my wonderful co-workers to help or I would’ve never made 2,700 people happy all at one time. I would also have to say it’s when Alison Taylor and Louis De Joux with American Airlines flew me to Dallas to award me for being the top booking travel agent for AA Vacations in the US. I’ve been blessed to be able to stay number one since then, four years and counting! I must give the entire team at AA Vacations the props. Without them, I wouldn’t be as successful as I am today. My relationship with them means more than they can possibly ever know.
What tips can you provide advisors new to the industry?
It’s best to paint a picture for your clients, and you can’t do that over email. So, my advice is to call every single client and form a relationship – don’t just be an email booker. Care for your clients like they are your family. Invest yourself in their happiness and success will follow you. Also, see the places you sell yourself. Don’t just believe it’s great – know it is. And always trust if you do things right that God will make you successful.
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