Suzy Schreiner (Source: Suzy Schreiner)
Travel Advisor Success Stories focus on veteran advisors and how they achieved success. Here’s a look at Suzy Schreiner, owner of Azure Blue Vacations.
How did you get your start as a travel advisor?
I’m one of the few people who are actually working in the same career as their college degree. I studied hospitality and tourism at Washington State University, which at the time ranked number four in the US, just behind Cornell and the University of Las Vegas. After graduating, I worked with Hilton and Walt Disney World Resorts in Florida, gaining a strong understanding of how the hospitality industry operates and developing exceptional customer service skills.
In 2006, while my husband and I were in the process of adopting our first daughter, I was approached by a Disney-focused host agency about becoming a travel advisor. I saw it as an opportunity to work from home while raising my daughter, though I also had the concern that ‘travel agents don’t really make money,’ as an agency owner told me while in college. I decided to take the leap anyway.
How did you build your business over the years?
Two words come to mind when I think of how my business has been built: DECA, formerly known as Distributive Education Clubs of America, and groups. DECA laid the foundation for my business, marketing and hospitality. While others joined clubs like chess or cheer, I competed nationally in hospitality marketing competitions. The business-building fundamentals I learned there still guide how I operate today.
Like most businesses, the early years were slow. I used that time to invest heavily in training and firsthand experience. I paid for my own resort stays, cruises and destination travel to truly understand what I was selling – river cruises, ocean cruises, Hawaii and more.
I didn’t wait for familiarization trips or excuses. This was my business, and I treated it like one. Within about a year, I was earning a full-time income, and fam invitations followed.
Groups have also been a powerful growth driver. I focus on what I love most – wine and Europe – and consistently encourage clients to travel with friends and family. I also host ‘travel with me’ groups, where clients receive extra care and confidence knowing I’m traveling alongside them. When clients invite friends or family and have a great experience, my client base naturally grows.
What characteristics make you a successful advisor?
Two qualities I credit for my success are gratitude and networking. I genuinely enjoy going the extra mile for clients –a thoughtful thank you, a small gift during their trip, or flowers when they return. I always express how grateful I am for their trust, because kindness and appreciation go a long way.
With supplier partners, I focus on building meaningful connections and creating mutual success. At trade shows, it’s common to find me introducing fellow advisors to suppliers I trust and sharing strategies that have worked well. Connecting people and creating win-win relationships is something I truly enjoy.
What have been your greatest challenges?
While many consider the COVID years their greatest challenge, I view that time as a period of growth and resilience. I specialize in Europe and cruises, and 2020 was set to be my strongest year ever – until nearly all bookings were canceled or postponed.
Instead of freezing, I quickly focused on Mexico, Universal and Disney. I personally visited Mexico five times in eight months and toured 23 resorts to build expertise. It wasn’t easy, but I stayed focused and did my best to keep a positive outlook.
My mantra was ‘stressing out will not change the outcome.’ By the end of 2020, I closed nearly $750,000 in sales with commissions paid.
What are your greatest accomplishments?
In 2021, I decided to not to ‘step out of the box,’ but rather make my box broader, and I began consulting with a Croatian yacht charter company, Lastavica Cruising. They have beautiful ships and exceptional guest care but lacked strong US marketing and agency connections.
What began as evaluating them for a potential wine charter turned into serving as their U.S. liaison –helping advisors learn how to successfully sell charters. When we started, only about 10% of their business came from U.S. agencies.
Today, they operate three sold-out ships with roughly 95% of the charters coming from US agencies. I am happy for them and I love seeing so many of my colleagues succeed in creating these unique (and profitable) experiences!
What tips can you provide advisors new to the industry?
The most important piece of advice that I can give is to learn the basics of business building and marketing. You cannot just sign up to be a travel advisor and poof, you have a business. The most successful agency owners that I know are intentional business builders.
Identify your target market, educate yourself and pursue it with focus. If you’re surrounded by families, specialize in family-friendly travel. If you live near retirement communities, learn about group tours and cruising and host a travel night. You aren’t selling trips – you’re providing expertise and service that helps clients create meaningful experiences.
Your advice has value only if it’s supported by experience. If you’ve never taken a cruise, invest in a short sailing to learn firsthand about the cruise experience.
If you are building your luxury market business, then stay in those luxury hotels – even for one night.
Don’t wait for opportunities – create them. Once you begin booking clients, deliver exceptional service, go above and beyond and always express gratitude.
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