After more than 35 years in this industry, people often ask me the same question:
"As the largest global agency that brings more new advisors into the travel industry than anyone else, what advice would you give someone starting a career in travel?"
Most people expect me to say things like:
And while all of that does matter, you've heard those answers before. My advice is different.
Because not all hosts are created equal. In today's world, it's easier than ever to start a travel business. Social media is flooded with advertisements, reels, influencers, and bold claims about income opportunities, commission levels, and overnight success stories.
Some companies in particular are spending (literally) over $1 million per month on social media marketing and paid influencers because they're counting on one thing: that you won't look behind the curtain. That you won't ask the hard questions. That you won't do the math. Lastly, you'll assume every host agency offers the same level of support, training, technology, and partnership. Spoiler alert - they don't!
Marketing is easy, building successful independent travel advisors is hard. Those of us who have been doing this for 20, 30, and even 40 years know that firsthand. We've earned our battle scars. We've experienced the ups and downs of the industry, economic uncertainty, supplier challenges, evolving technology, and changing consumer expectations. We've learned what it actually takes to help both new and experienced advisors succeed and what is required to keep them relevant in today’s consumer market.
And because of that experience, we invest differently. The best host agencies don't simply market success. They build it. They don't just market the dream. They build the foundation that makes the dream possible . They don't go back to a bank for more money to spend on social media, they invest profits back into their businesses and back into their Advisors year after year, creating robust training platforms, meaningful support systems, custom technology, lasting supplier partnerships, industry-leading events, and dynamic communities where advisors can learn, grow, and thrive.
That's not marketing.
That's commitment.
That's partnership.
That’s experience.
And perhaps most importantly, all that work is being done by people who have actually spent their careers in the travel industry. They're investing their own resources (time and knowledge) because they believe in the long-term success of their advisors. That's very different from spending someone else's money to buy growth.
So if you're considering starting your own travel business, think of it like one of the most important relationships you'll ever enter. Think of it like a marriage. You're not choosing a company for this month or this year. You're choosing a partner for the journey ahead. You want a partner who will support you when you're learning. Challenge you when you're growing. Invest in you when you're succeeding. Stick by you when you are struggling. And still be there years from now as your business evolves.
The good news is there are some incredible host agencies in our industry, I have tremendous respect and admiration for those doing it right! They support industry organizations that matter, like ASTA; present on event stages, welcome you at conferences, and always have sage advice. Many of them I am proud to call my closest friends. They have spent decades proving their value and earning the trust of the industry and the advisors they support.
But there are also organizations that deserve a closer look before you commit.
Make sure you do your homework. ( this “list” reflects the 3rd option headline)
Because when you find the right partner, everything else falls into place. Your growth accelerates. Your confidence increases. Your opportunities expand and your chances of long-term success rise dramatically.
So if there's one piece of advice I can give today, it's this:
Choose the one that will invest in your future, stand beside you through every stage of your journey, and help you become the advisor you aspire to be. Find the right host agency, and success won't feel like a constant uphill battle. It will feel like having the right team beside you every step of the way. Because years from now, nobody will remember the advertisement that caught your attention. You'll remember the partner that helped build your business.
And that's a difference that can change your entire career.