Office Hours

In this episode, I get brutally honest about the three fundamental mistakes I made while building Lucia over three years. Mistakes I only realized after working at Tern following my exit.

From being terrified to build community (despite running a network-based business) to treating AI like a fancy typewriter, I unpack the costly lessons that could have saved me years of struggle. I share how Tern's Facebook group generated 3,000 webinar signups in one week. Something that would have taken me weeks to pull off at my previous company.

I reveal why wearing "all the hats" as a founder was actually expensive procrastination, how AI identified conversion issues in 30 seconds that took weeks to find previously, and why marketing should never be the thing that waits in your business.

Key moments include:

• Why I was scared to build community at a network-based company
• How a Facebook group outperformed months of my traditional marketing
• The exact psychological friction point AI identified on our landing page
• Why "doing everything" became a badge of honor that held me back
• The intoxicating focus that comes from going deep instead of wide

My challenge: Pick one of these three areas (community, AI, or deep focus) and implement it this week. Then email me what happened. I'm betting you'll have your own "holy $$$$" moment.

Perfect for founders who want to learn from expensive mistakes before making them themselves.

Connect with me on Instagram or LinkedIn for more real-time insights from my journey at a Series A startup.

Follow Along:

• Grace Van Hollebeke
• Tern's updates and community insights

In this episode, Grace sits down with Travel Weekly senior editor Jamie Biesiada to talk about what actually gets a travel business covered in the press. If you've ever wondered why your pitch didn’t land (or what editors are really looking for) this conversation breaks it down.

Jamie shares how the retail travel press works, what makes a story newsworthy, and how travel advisors and business owners can pitch with purpose. They cover the dos and don’ts of media outreach, the difference between trade and consumer coverage, and why a little research goes a long way.

Whether you're trying to get featured, launch a podcast, or just build better media relationships, this episode will help you sharpen your approach and get results.

Key Moments:

• What the retail travel press actually covers

• How to tailor a pitch for trade media

• The role of networking in getting noticed

• How podcasts can boost visibility

  Jamie’s advice for sharing your story without sounding salesy

• Listen to Jamie's Trade Secrets Podcast

  
  

Connect with Grace on Instagram or LinkedIn for more content.

In this episode of Office Hours, Grace Van Hollebeke welcomes David Shull, CEO and co-founder of Tern, for a candid conversation about his journey from Michigan Tech to building a transformative travel technology platform. David shares how his early days at Handshake inspired his passion for creating impactful technology, and how a travel mishap in Greece sparked the idea for Tern.

Grace and David discuss Tern’s recent acquisition of Lucia (Grace's company) and why pairing great technology with high-quality services is essential for empowering travel advisors. They also unpack the importance of choosing the right VC partners who share a vision for supporting, rather than displacing, travel advisors, which is a refreshing stance in the world of venture capital.

Key moments include:

• David’s journey from Handshake to Tern

• The turning point that led to Lucia’s acquisition

• The role of technology and services in scaling travel advisors’ businesses

• How Tern’s platform is designed to eliminate invisible work

• Why their VC partners are committed to building with, not against, travel advisors

If you’re a travel advisor or agency owner looking to supercharge your business, or simply curious about the intersection of technology and human-driven industries, this episode is a must-listen.

Connect with Grace on ⁠Instagram⁠ or ⁠LinkedIn⁠ for more.

Follow Along:

• David Shull

• Tern’s Flight Path podcast

If you're a travel advisor running a $1M+ business or building toward it, this episode is a tactical guide to using SOPs to scale your operations without losing your personal touch.

Grace shares the real processes top-performing advisors use to run their businesses more efficiently. From qualifying high-value leads to pre-trip QA and post-trip rebooking, you’ll hear practical examples, tools, and frameworks that help you delegate with confidence and create a more repeatable, profitable business.

In This Episode:

• What SOPs (standard operating procedures) actually look like for travel advisors
• Four essential processes to document now
• Tools that support automation while keeping things personal
• Why documentation helps you scale, even as a solo advisor
• How weekly metrics reviews put you in control of your growth

This episode is for any advisor who wants to grow strategically and stop reinventing the wheel.

📩 Have a question for Grace to answer on the pod? Email [email protected]

In this Office Hours episode, Grace sits down with Mike Greene, CEO of Skylark, to talk about how technology, spontaneity, and personalization are reshaping the future of luxury travel.

After years of working with top innovators and luxury travelers, Mike saw a gap in the market: travelers wanted high-end experiences—but booked at the pace of their fast-moving lives. He shares how Skylark is meeting that demand, why modern luxury is about flexibility, and how his team is blending human expertise with smart tech to deliver unforgettable trips.

Grace and Mike dive into what today’s luxury traveler really wants, why personalization beats perfection, and how Skylark built a platform that serves discerning clients without losing the human touch. If you’ve ever wondered how luxury brands stay ahead in a world that moves faster than ever, this episode is a must-listen.

Key Moments:

• Why spontaneity is the new luxury for travelers
• Growing a tech platform without losing the personal service edge
• What separates the next-gen traveler from traditional luxury clients
• Why speed and flexibility matter more than ever
• The overlooked role of relationships in the digital booking experience
• Predictions for how luxury travel will evolve over the next five years

Key Takeaways:

• Modern luxury travelers want speed and service
• Personalization can’t be fully automated—it still needs a human touch
• The best platforms make the complex feel effortless for the client
• Travel brands must balance technology with deep relationships
• Being nimble is crucial to staying competitive in the luxury space

Follow Along:

• Grace Van Hollebeke
• Mike Greene
• Skylark

Need help bringing more personalization to your business? Lucia CoPilots can support you behind the scenes. DM Grace on Instagram (@GraceVanHoll) for personalized recommendations.

In this Office Hours episode, Grace sits down with Lila Fox, founder of Lila Fox Travel Company, to talk about the unconventional path to success in luxury travel: doing less on purpose.

After a fast-paced career in engineering, Lila built a high-touch, high-impact business rooted in creativity, discretion, and calm. She shares why she turned down more clients, cut her list by 75%, and walked away from a top-producing role—all to build a business that felt more like hers.

Grace and Lila dive into what it actually means to serve ultra-high-net-worth clients, how to succeed without hiring a team, and why not every business needs a complicated tech stack or SOP playbook. If you’ve ever felt pressured to scale just because everyone else is, this episode will challenge how you think about growth, productivity, and freedom.

Key Moments:

• Why Lila left a thriving career in engineering for travel
• The mindset shift that helped her create more with less
• How she attracts UHNW clients without marketing
• The difference between luxury clients with money vs. real wealth
• Why she doesn’t carry business cards—or take discovery calls
• Cutting 75% of her client base and earning more
• When hiring help is actually the wrong move
• Why she still runs her business on Excel

Key Takeaways:

• Simplicity can be a strategy—not a sacrifice
• Serving fewer clients better can lead to more revenue
• High-end clients value exclusivity, privacy, and discernment
• You don’t need fancy tools if you’re highly organized
• Not everyone should build a team—and that’s okay

Follow Along:

• Grace Van Hollebeke
• Lila Fox

Need help simplifying your business? Lucia CoPilots can support you behind the scenes. DM Grace on Instagram (@GraceVanHoll) for personalized recommendations.

In this Office Hours episode, Grace Van Hollebeke sits down with George Munguia, co-founder of Coconut VA, to talk about the silent killer of most growing businesses: operator mode.

Most founders are stuck in the weeds, working in the business instead of on it. George shares exactly how he broke out of the cycle by building systems, creating SOPs, and delegating with intention — even on a scrappy budget.

Grace and George break down the subtle signs that you’re stuck in operator mode without even realizing it, how to delegate without sacrificing quality or control, and a step-by-step method for creating SOPs—even if you’re a solopreneur. They also dive into what to focus on once you free up your time, the biggest mistakes people make when outsourcing, and why just “posting on social” isn’t a real growth strategy. If you’re feeling overwhelmed and can’t seem to scale, this episode will help you reclaim your time and get back to being the CEO.

Key Moments:

• What is operator mode and why founders get stuck in it
• Why most people refuse to delegate (and how to get over it)
• How George trains VAs to be autonomous using Loom + AI
• The mindset shift every founder has to make
• Building a repeatable growth engine with data
• Social media vs. real marketing strategies
• A 24-hour challenge to audit your time and get out of the weeds

Key Takeaways:

• Delegating doesn’t mean losing control—it means creating leverage
• Your ego is often the biggest barrier to scaling
• SOPs aren’t just for teams—they're for future you
• Most social content doesn't drive growth without a real strategy
• Tracking time and ROI is the fastest way to figure out what to drop

Follow Along:

• Grace Van Hollebeke: LinkedIn
• George Munguia: LinkedIn

Try This Challenge:

This week, audit your calendar. Write down everything you do. Highlight what only you can do—and delegate the rest.

Need help building SOPs or hiring a virtual assistant? Lucia CoPilots can get you out of the weeds. DM Grace on Instagram (@GraceVanHoll) for recommendations.

Enjoyed this episode? Leave a review and share it with a founder friend who's ready to scale.

In this Office Hours episode, Grace Van Hollebeke shares the real difference between hiring an Executive Assistant and an Operations hire—and why getting this wrong is one of the most common (and expensive) mistakes founders make.

Most founders default to “I need ops” when they’re overwhelmed, but what they really need is someone to take the day-to-day off their plate. Grace walks through what each role actually does, how to figure out which one your business needs right now, and the self-awareness questions every founder should ask before posting a job. From delegation style to business hygiene, this episode helps you make a smart, strategic hire that unlocks real capacity—not just a fancy title. If you’re hiring support or feeling stuck in the weeds, listen to this before you waste time and money on the wrong person.

Key Moments:

1. EA vs. Ops – Why founders confuse the roles and what it’s costing them
2. Defining the Difference – What EAs do vs. what ops hires do (and why it matters)
3. Founder Self-Check – Understanding your delegation style, weaknesses, and business hygiene
4. Common Mistakes – Hiring based on title, expecting one hire to solve everything
5. What to Do Instead – A 3-step framework to choose the right support
6. The Reframe – Why getting the right help at the right time changes everything

Key Takeaways:

• An EA supports you. An ops hire supports the business. Know the difference.
• Your personal overwhelm ≠ a business infrastructure problem. Solve the real issue.
• Hire for counterbalance, not clone—someone who offsets your blind spots.
• Start small and test before hiring full-time. You don’t need to scale like a corporation to get results.
• The best hires free up your energy first—then you can build systems and scale.

Follow Along:

Grace Van Hollebeke: LinkedIn | Instagram

Lucia: Website

Try This Challenge: This week, list out what’s draining you vs. what’s breaking in the business. Then DM Grace on Instagram (@GraceVanHoll) and she’ll send you the free worksheet to help you decide who to hire next.

Enjoyed this episode? Leave a review and share it with a fellow founder who’s thinking about hiring.

In this Office Hours episode, Grace Van Hollebeke sits down with Arianna Sartzetakis, founder of Uncover More, to dive into how she built a trusted digital brand uncovering the world's hidden gems. What started as a side project in New York City has grown into a global platform, earning Arianna a Forbes feature and a devoted following of curious travelers.

In this episode, Arianna shares how she built a community-first brand and how she grew it into a full-time business. If you want to build a travel brand, grow your audience, and create content that stands out, this episode is full of insights.

Key Moments:

• (00:00) Building a Brand on Storytelling & Community – How Arianna turned a passion for NYC into a globally recognized platform
• (03:49) The Leap to Full-Time Entrepreneurship – Why she left Goldman Sachs to pursue Uncover More full-time
• (07:13) Carving Out a Unique Niche in Travel Content – How she built a trusted brand by focusing on hidden gems & authentic experiences
• (13:24) Rethinking Luxury in Travel – Why luxury is about experience, not price, and how travelers today want more than just five-star hotels
• (16:29) The Secrets to Consistent Content – How Arianna’s signature format keeps Uncover More engaging and instantly recognizable
• (19:53) Building a Community That Trusts You – Why engagement matters more than virality and how she connects with followers

Key Takeaways:

• Luxury is about experience, not price—it’s about thoughtful curation, not just expensive stays
• Consistency builds trust—using a signature style helps brands stand out in a crowded space
• Community matters more than virality—loyal followers drive long-term growth
• Engagement is everything—responding to every comment and DM builds real connections
• Social media isn’t about tricks—it’s about understanding what your audience actually wants

Follow Along:

Want to see Arianna’s work in action? Follow @UncoverMore on Instagram & TikTok

Grace Van Hollebeke: LinkedIn | [email protected]

Lucia: Website

Try This Challenge:

This week, engage with your audience like Arianna does—reply to every comment, DM, and email with genuine thoughtfulness. Notice how your community grows.

Need help structuring your content strategy? Lucia’s CoPilots can create a custom content plan tailored to your brand. DM Grace on Instagram (@GraceVanHoll) for recommendations.

Enjoyed this episode? Leave a review and share it with a fellow travel entrepreneur!

In this Office Hours episode, Grace Van Hollebeke shares why most travel advisors struggle with referrals—and how a simple system can change everything. Instead of hoping clients will refer them, top advisors engineer referrals consistently and effortlessly. Grace breaks down:

• Why referrals don’t happen on their own (even from your happiest clients)
• The exact steps to turn one happy client into five new ones
• How to make referrals feel exclusive without offering discounts
• A proven, non-pushy script for asking for referrals
• The small changes that make it easy for clients to send business your way

If you want a predictable, steady stream of new clients, this episode gives you the exact steps to make it happen.

Want our full (& free) Networking Playbook? 👉 GET HERE

Key Moments:

• (00:00) Engineering Referrals in Travel Business – Why waiting for referrals keeps you stuck and how top advisors generate them consistently
• (02:31) Creating a Structured Referral Process – How to prime clients before they even take their trip and build referrals into your business model
• (05:49) Making Referrals Feel Exclusive – Why positioning matters more than incentives and how to create a VIP experience
• (07:13) Simplifying the Referral Process – The easiest way to ask for referrals without being pushy

Key Takeaways:

• Referrals should be an intentional, structured part of your business—not left to chance
• Clients won’t refer you unless you give them a reason and an easy way to do it
• Exclusivity is more powerful than discounts—position referrals as an invitation, not a transaction
• The best referral requests aren’t direct asks but subtle nudges at the right time
• Automating your referral process can save time and ensure consistency

Follow Along:

• Grace Van Hollebeke: LinkedIn | [email protected]
• Lucia: Website

Try This Challenge:

This week, send one message to a past client using the script from this episode. See how many referrals come in.

Need help setting up a referral system? Lucia’s CoPilots can build it for you in just a few hours. DM Grace on Instagram (@GraceVanHoll) for recommendations.

Enjoyed this episode? Leave a review and share it with a fellow travel advisor.