I recently spoke with Helen Papa, owner of TBH Travel, about “setting a business plan for 2025.” In our conversation, I found seven things I believe everyone should do this year (if you aren’t already).
1. Incorporate New Technology – If you haven’t already, begin tinkering with artificial intelligence. Papa said her team is using it to help generate ideas to include with itineraries, “something out of the box that maybe is not in our routine.” Papa says her team has also been using apps like Axus and Travefy more frequently to send proposals, build itinerary templates and beyond. “The clients embrace it, and it really saves time,” says Papa.
2. Upsell – One easy way to boost your sales is to upsell. There’s a fine line to manage, says Papa, as “you don’t want to disrespect their requests or their budget, but it’s just a matter of making it clear to them” what the options are. If your clients don’t know what’s out there, they can’t book it. Be sure to share info on suites or private experiences, especially if the client is booking a celebratory trip — they may surprise you by increasing their budget.
3. Streamline Your Social Media – Maintaining a social media presence can be cumbersome, especially if it doesn’t come naturally to you. Between Facebook, Instagram, TikTok—wherever you may be—it’s a lot to manage. Consider a website that will let you manage multiple accounts, enabling you to schedule multiple posts at once. Papa suggested creating quarterly social media plans; consider what you want to promote, how often you want to post, and really dive in and ensure you have a strong online presence—and then you can put it away for a while.
4. Sell Your Passion – “Developing expertise has really helped my business over the years,” says Papa, who added, “Be really good at what you are good at or what you’re interested in.” When clients feel that you’re excited about something, it gets them excited, too—and that builds loyalty. “You don’t want to go to someone who’s doing it because it’s their job,” said Papa; you want to work with someone who enjoys what they do.
5. Attend a Conference – Finding trusted and vetted suppliers to work with can be a challenge. Papa says one of the best ways to meet new supplier partners is at industry events. She encourages her team to attend these events, saying, “You’re not too busy to go because what you learn in those two or three days is like six months of webinars.” Advisors typically sell who they know, so the only way to really learn about new suppliers—how they pay commission, how they charge, do they sell direct — is to meet them in person and begin building that relationship.
6. Cut Problem Clients – More isn’t always better, especially in the luxury space. Papa said she believes in the 80/20 rule, saying, “We’re the most profitable from our loyal clients.” She adds, some clients who don’t spend as much or those who require a lot of back-and-forth can be draining—“and there’s a lot of stress in dealing with people that you can’t please.” In that case, it’s OK to let them know that you are not the right fit for them. “So, having more people is not as important as having quality clients that you’re getting a good return on the investment.”
7. Implement Fees – If you can’t find yourself able to cut those problem clients, at least do yourself a favor and charge them a fee—and if you already charge fees, charge them a higher fee. (Although Papa quipped, “I think they know they’re high maintenance, so they know they have to pay.”) That said, it’s a great practice to charge fees regardless of the client. Be clear upfront what your fee is and why you charge it; in most instances, the client won’t bat an eye. Papa explained: “It takes some confidence to be able to have that conversation in a nice, professional manner and say, ‘The reason we charge a fee is from now until you get back, we are dedicated to every step.’”
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