What separates travel advisors who build profitable, fulfilling businesses from those who burn out or stall at six figures? According to Jenn Lee, President and CMO of Travel Planners International, it comes down to how you show up, what you believe about your business, and the systems you put in place to sustain growth.

Jenn shares the mindset shifts and practical habits that the most successful travel advisors consistently embody. Whether you’re still in the early stages of launching or trying to scale past the overwhelm, her insights offer both clarity and motivation.

You’re Not “Just” Anything

The most successful travel advisors never start a sentence with, “I’m just…” Jenn calls this the death sentence to your credibility. Saying things like “I’m just doing this part-time” gives people permission to diminish your expertise.

Instead, own it: “I run a travel agency.” That small shift transforms the way people see you—and how you see yourself. The advisors who do well see themselves not as hobbyists or helpers, but as business owners. Even if they’re part-time, even if they’re still growing, they step into the role with confidence.

This mindset shift affects everything: your pricing, your marketing, your client relationships. It’s the foundation of sustainable success.

Profitability Isn’t Optional

Here’s the truth that gets glossed over in the glamor of the travel industry: sales don’t mean much without profit. Jenn urges advisors to treat profitability as their primary business goal, not sales volume.

This means tracking your numbers, knowing your expenses, and ensuring you’re writing yourself a paycheck. Too many advisors end the year realizing they spent their entire income on supplier trips, subscriptions, and client gifts, with nothing left to show for it.

Jenn recommends starting with simple habits: monthly check-ins with your financials, using a P&L, and evaluating every line item with a critical eye. Are your subscriptions and tools actually bringing ROI? Is your pricing aligned with your workload? Is the way you run your business setting you up for the life you want?

“It has to make you money and bring you joy. If it’s not doing both, it’s either a hobby—or torture.” – Jenn Lee

Confidence Creates Clients

Beyond numbers and strategy, the most successful advisors bring confidence to every client interaction. They don’t wait to be told what to book. They lead.

They take control of the client relationship by being clear, communicative, and proactive. They define the process, set expectations, and use confident language that reinforces their value. Clients don’t want someone who’s hoping to help, they want someone who owns their expertise and guides them from start to finish.

Jenn distinguishes between salespeople and sales professionals: one pushes product; the other solves problems. Great advisors are the latter and their confidence builds lifelong client trust.

Systems Aren’t Just for Big Agencies

Every advisor hits a tipping point where the old way of doing things (managing your business from your inbox or a spreadsheet) starts costing you time, energy, and professionalism.

The top advisors know that streamlined systems are non-negotiable. Not only do they make the day-to-day more manageable, but they also ensure client experiences are consistent and scalable.

Here’s where they start:

• A CRM (Customer Relationship Management tool): This becomes the heartbeat of your business. It stores client info, tracks touchpoints, automates reminders, and creates a handoff plan if something happens to you.
• Defined processes and workflows: From inquiry to post-travel follow-up, everything is mapped out and easy to repeat. It reduces decision fatigue and errors.

This isn’t about being fancy. It’s about being reliable. And that’s what clients pay for.

Want to build the right foundation for your business? Download the free Business Launch Checklist to ensure you’re covering the essentials.

Specialists Win (And Know When to Refer)

It’s tempting to market yourself as someone who can book anything for anyone. But the truth? The most successful advisors niche down.

Jenn sees this across the board: the advisors with the clearest focus are the ones with the highest profit and client satisfaction. Whether it’s luxury cruises, multi-gen travel to Italy, or wellness retreats in Southeast Asia, specialization helps clients trust you faster—and helps you scale your backend with less chaos.

That doesn’t mean you say no to everything outside your niche. Instead, you build a referral network. You pass off trips that don’t fit your zone of genius to someone else in your community, and they do the same for you. That way, the client stays inside the advisor ecosystem, and everyone wins.

Sometimes, It’s Time to Pivot

What if you’re listening to all of this and thinking, “This doesn’t feel like me anymore”?

That’s okay, too.

Some advisors realize that they love travel, but not the responsibility of running a business. Others love the admin side, but not the client work. Jenn encourages advisors to get honest about their skillset and what brings them joy.

Maybe you’re meant to be a Client Experience Manager, supporting another advisor behind the scenes. Maybe your dream role is training other advisors on a destination you know intimately. Maybe you’re a better fit as a BDM, helping advisors sell more through a preferred partner.

None of that is failure. In fact, it might be your best contribution.

Whether you stay the course or pivot, the key is this: align your business with what gives you energy and serves your clients with integrity.

Build the Business You Actually Want

Every travel advisor starts somewhere. But not everyone scales in the same way. What defines successful travel advisors isn’t the destination, it’s the decisions they make daily.

They lead with clarity. They build systems before they need them. They charge based on value. They track profit. They speak confidently. They specialize. And above all, they evolve.

Start building your agency like a business. Begin with the Business Launch Checklist and take your backend seriously with programs like the Travel Business Launch Lab.

This isn’t just about building a business. It’s about building one you actually want to run.