Welcome to 2025! We're doing something a little different by bringing you a solo episode featuring Brianna Glenn that explores "CEO-worthy goals" for travel advisors. We all make some sort of goals in our travel businesses, but are your goals "regular" goals or CEO-worthy one? AND, are they SMART (specific, measurable, achievable, relevant, and time-bound)? Get actionable tips and personal insights to help you reflect on the past year and set goals that will actually scale your travel business effectively this year.

That's a wrap to 2024! In this special Shop Talk, Brianna and Whitney reflect on 2024 and look ahead at what the next year holds for their travel businesses, from ROI metrics to track with marketing to utilizing Google profile reviews for local business. Tune in to hear their strategies for adjusting target client demographics and fine-tuning business strategies from branding approach, marketing campaigns, and financial management.

Travel industry expert Lisa Fletcher has watched the industry evolve since the '80's when she first got into the business, and while it has evolved, her passion has remained the same: using email newsletters to connect with clients. Lisa shares her journey of writing "The Effortless Newsletter," offering practical tips on creating engaging content that fosters client relationships and highlights the importance of consistency. The episode explores alternative content creation methods, the role of AI, and poignant anecdotes that underscore the long-term benefits of committed marketing efforts.

Joining Brianna on the podcast again is Cynthia, the brand strategist who gave Masters in Travel our new look! Together, these two branding gurus delve into the essentials of effective strategies to truly connect with clients. Gain clarity on how to practically implement a marketing plan...and how that differs from develop a marketing strategy. Plus, Cynthia offers actionable advice on identifying your unique value proposition, the role of client experience in branding, and how to make the most of your marketing efforts without overspending.

What really goes on behind the scenes of a travel business? Find out in Shop Talk! This week we spill the tea on past and upcoming FAM trips and the art of balancing family, personal, and professional travel commitments. Get Whitney's tips on taking personal time while traveling with children & hear how many books Brianna read on her last FAM! Plus, we talk about using AI tools for content creation, the work we are both doing with marketing professionals to tell our business stories, and KPIs we track to truly gauge if financial investments are moving the needle. Tune in for all this and more!

A travel industry favorite, Kaytee Fisher of Moxie and Forth, joins Whitney to share her marketing insights, having worked with many travel advisors to help move the marketing needle. In this convo, hear her take on why personalized experiences are valued over cost-saving measures, the significance of niching down, and how consistent, authentic content can build deep connections and trust with consumers. Plus, Kaytee shares insights on balancing promotional content with storytelling, the effectiveness of personal branding, and practical tips for creating engaging newsletters.

In this milestone episode (200 episodes later...wow!), Brianna chats with Valerie Merut, founder of social media marketing agency Cerita, to explore the vital role of storytelling in social media for travel businesses. Valerie shares her expert insights on building relationships and trust over time through authentic, personal content that truly invites your clients into a story. Learn about strategic social media planning, the significance of engagement over follower count, and practical tips for creating impactful and relatable content.

Remember when AI wasn't a part of our daily lives? How quicklly things can change, but that doesn't have to be a scary thing! Join Whitney as she chats with Emily Kessler, the communications specialist at Gifted Travel Network, about the transformative potential of AI tools for travel businesses. Learn from the expert about how AI tools like ChatGPT, Google Gemini, and Toby AI can streamline tasks and improve communication quality. Plus, learn practical applications for integrating AI into your workflows to achieve greater efficiency and impact. Whether artificial intelligence scares or excites you, this episode will give you insights about how to use these tools for your benefit.

We're getting closer to the end of the year, which means that even though inquires are slower right now, travel advisors are preparing to ramp up in 2025. In this episode, Whitney and Brianna share about their current journeys to reach more clients in 2025, brainstorming various marketing strategies like targeting certain destinations through content and utilizing quizes on websites to engage visitors. This candid convo also touches on financial planning, client engagement strategies, and the value of team experiences in boosting employee retention and business growth.

Let's talk about FAMs! Brianna is joined by her agency team, Kelsey and Ellen, to debrief their recent self-FAM trip to Peru. Gain some colorful insights into this experience, plus the team shares why self-FAMs are key to a travel advisor's success. Plus, hear how the experience helped benefit their team personally and professionally, and the special moments that help them grow stronger as a company. So whether you're a solo advisor or part of a growing team, you won't want to miss this deep dive into the value of self-FAMs and how they can transform your business.