Thanks to Our Tique Talks Sponsors:

• Smeuse Studio - Strategic branding and website design for travel advisors
• Travel Collection - Connect and learn more about TC’s DMCs

If you’re treating AI like Google, you’re leaving much of its potential on the table. Tern co-founder and CEO David Shull is back on the podcast; this time to unpack why context, frameworks, and better prompts are the keys to generating stronger AI output. He explains how travel advisors can use AI as a business analyst, strategic advisor, client experience assistant, and sales tool, all without sacrificing the human relationships at the heart of the industry.

Want help putting these strategies into practice? Join the Niche Community for the Tern team takeover on October 8, where you can ask questions about using the platform and its AI capabilities. Then, join Robin and Jennifer on November 5 for a live training on the four financial metrics every travel advisor should be watching! Learn More and Pick Your Membership Tier → NICHE COMMUNITY

About David Shull:

David is the co-founder and CEO of Tern, the platform independent travel advisors use to run their businesses. Tern is the fastest growing platform in travel and preferred system for advisor serious about building a business in travel.

http://tern.travel

LinkedIn: @dsshull

Instagram: dsshull

Today we will cover:

• (05:00) Why AI needs context
• (18:00) How to build AI frameworks using expert roles and advisory boards
• (29:00) Combining templates and AI to personalize the client experience
• (36:00) Using business data to identify profitable niches and difficult clients
• (44:00) Turning client history and supplier offers into personalized sales opportunities

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Waiting for the “right time” to fix your broken processes, document workflows, review your fees, or finally get organized? Spoiler: it’s not coming. Jennifer and Robin explain why the same chaos follows travel advisors from one busy season to the next, and how discipline, time blocking, and the right systems can break the cycle. It’s time to stop operating on vibes and prayers! If you need the accountability, structure, and resources to tackle what keeps getting deprioritized, join Niche today. Learn More and Pick Your Membership Tier → NICHE COMMUNITY

Resources Mentioned In This Episode:

#173. Hot Take: Should You Change Your CRM

5 Plug-And-Play Email Templates

Seven Figure Sales: The travel agent sales training to raise rates & close confidently

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Thanks to Our Tique Talks Sponsors:

• Smeuse Studio - Strategic branding and website design for travel advisors
• Travel Collection - Connect and learn more about TC’s DMCs

Not every FAM trip, conference, or industry event deserves a spot on your calendar. Shannon Lamarche, founder of Premiere Luxury Travel, joins this episode to discuss how she evaluates educational opportunities based on alignment, cost, client demand, and potential ROI. She shares her process for choosing the right events, organizing supplier knowledge, following up strategically, and avoiding the entitled behavior that can quickly damage your reputation. Before you accept another invitation because the destination looks fun, listen to this episode!

About Shannon Lamarche:

Shannon specializes in designing high-touch, custom international journeys for travelers who care deeply about how they travel—not just where they go. Her ideal clients are seasoned travelers who value exceptional food, wine, culture, and history, and who want their trips thoughtfully paced, intelligently routed, and handled end-to-end by an expert. Shannon's background is rooted in producing complex logistics and details (as a former film & television producer), which translates naturally into travel design that feels seamless, intentional, and calm—especially for trips with many moving parts.

premiereluxurytravel.com

@premiereluxurytravel

Today we will cover:

• (03:30) How to determine whether an educational opportunity aligns with your business
• (09:00) Calculating the true cost and potential ROI of FAM trips and conferences
• (13:00) Balancing trade shows, destination experience, and time away from your business
• (25:00) Organizing supplier information and turning new connections into opportunities
• (37:05) The FAM trip etiquette every travel advisor needs to follow

Resources Mention In This Episode:

ClickUp Business Hub Template

NICHE is Tique’s membership community for travel advisors who want support refining their business, strengthening their positioning, and learning alongside other advisors who are serious about growth. Shannon is a member herself, and many of the strategies discussed in this episode are the kinds of conversations happening inside the community.

Learn More and Pick Your Membership Tier → NICHE COMMUNITY

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Jennifer and Robin torch the idea that every agency needs its own homemade curriculum, pointing out that IATA rules and DMC basics don't change agency to agency no matter how "unique" you think your brand is. They call out the ego and scarcity mindset behind DIY training, explain why refusing to invest $500 in proper onboarding may be a sign you’re not ready to hire, and reveal the hidden cost of maintaining your own curriculum. If you want to scale, retain great advisors, and escape the hiring hamster-wheel, it’s time to invest in education that already works.

Resources Mentioned In This Episode:

Tique’s Course Suite

Buying for an Agency or Team? Explore Enterprise Pricing

Have A Question → Email [email protected] or Submit a Contact Form

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Thanks to Our Tique Talks Sponsors:

• Smeuse Studio - Strategic branding and website design for travel advisors
• Travel Collection - Connect and learn more about TC’s DMCs

You may think collecting a client’s payment is simply another step in the booking process, but how that money moves could dramatically change your responsibility when something goes wrong. Megan Mack, founder of Heirloom Adventures, talks about the critical difference between receiving a credit card authorization and collecting a direct payment. She explains when an advisor may unknowingly begin operating like a tour operator, what becoming the merchant of record means for your business, and why your host agency’s insurance may not offer all the protection you assume it does. From PCI compliance and supplier terms to chargebacks, travel insurance, and client agreements, this conversation will make you take a much closer look at every point where money changes hands in your business. If you collect client funds, process payments, or rely on a platform to protect sensitive information, this is one episode you cannot afford to skip!

This episode is for educational purposes only and does not constitute legal or financial advice. Consult the appropriate professionals about your specific business, contracts, and state requirements.

About Megan Mack:

Megan was drawn to travel from a young age. Never one to sit still, she dreamed of seeing the world and connecting with people along the way. She discovered the world of travel advising after a friend told her, “I would totally hire you to plan a trip for my family.” Inspired by that moment and by her desire to help other families explore the world with their children, Megan set out to learn everything she could about travel advising.

heirloom-adventures.com

Today we will cover:

• (02:40) Meet Megan; what made her question how she collected payments
• (05:55) Vetting your technology for PCI compliance
• (09:10) Credit card authorizations versus direct payments
• (17:55) When collecting funds makes you a tour operator
• (27:10) Building liability protection into client agreements
• (35:45) Retainers versus flat planning fees
• (38:50) Auditing every point of liability in your payment process

Resources Mention In This Episode:

#150. What Every Advisor Needs To Know About Protecting Client Data with Kacie Darden

#216. Don’t Assume A DMC Will Break Your Client's Budget with Jonathan Epstein

The Legal Paige - Travel Advisor Templates

NICHE is Tique’s membership community for travel advisors who want support refining their business, strengthening their positioning, and learning alongside other advisors who are serious about growth. Vanessa is a member herself, and many of the strategies discussed in this episode are the kinds of conversations happening inside the community.

Learn more and Pick Your Membership Tier → NICHE COMMUNITY

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Jennifer and Robin introduce Niche’s new community manager, Maddy McCutchen, and reveal what’s changing inside the community. Maddy shares how she went from listening to Tique Talks as a travel advisor to helping shape the future of Niche through weekly office hours, improved member support, recognition programs, and more opportunities for advisors to learn from one another. They also preview the new AI training series designed to help advisors streamline their workflows, strengthen their systems, understand their finances, and turn their 2026 metrics into meaningful momentum for 2027. There’s no doubt about it - you need Niche! Join today and get the education, resources, and no-gatekeeping support you need to build a stronger travel business.

Learn more and Pick Your Membership Tier → NICHE COMMUNITY

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Thanks to Our Tique Talks Sponsors:

• Smeuse Studio - Strategic branding and website design for travel advisors
• Travel Collection - Connect and learn more about TC’s DMCs

What changes when you stop trying to appeal to everyone and start building a brand designed to attract the clients you actually want? Vanessa Cromer had already spent years building a successful travel business when she decided to go all in on luxury branding. She elevated her imagery, tightened her messaging, and became much more intentional about what she was putting in front of potential clients. And people started paying attention. Suddenly, luxury clients were reaching out, brands and magazines were taking her more seriously, speaking opportunities were landing in her inbox, and she had the confidence to turn down business that no longer fit where she was headed. In this episode, Vanessa shares what shifted when she stopped trying to market everything she could book and started building a brand around the business she truly wanted. If your current brand doesn’t reflect the level of client you’re trying to attract, this conversation might make you rethink what you’re putting out there!

About Vanessa Kromer:

Award-winning luxury travel advisor, Italy specialist, publisher of Maison Voyage Magazine, and creator of The Private Edit. For more than 16 years, Vanessa has designed unforgettable journeys across Europe and beyond, blending insider expertise, trusted relationships, and personalized service to create seamless, one-of-a-kind travel experiences for discerning travelers.

theelegantexplorers.com

instagram.com/vanessakromermmv

Today we will cover:

• (04:00) From a “hot mess” brand to finding her niche
• (08:10) The post-COVID shift toward Europe and Italy
• (14:00) Going all in on her travel business; investing in branding and professional photography
• (17:25) Creating a client experience that matches your branding
• (24:20) Advice for newer travel advisors; why your brand should speak to your dream client

NICHE is Tique’s membership community for travel advisors who want support refining their business, strengthening their positioning, and learning alongside other advisors who are serious about growth. Vanessa is a member herself, and many of the strategies discussed in this episode are the kinds of conversations happening inside the community.

Learn more and Pick Your Membership Tier → NICHE COMMUNITY

FOLLOW ALONG ON INSTAGRAM @TiqueHQ

Don't miss the Travel Business Intensive, happening August 24-26! Learn more and grab your ticket here → RESERVE MY SPOT!

Saying yes might feel like good business, but the wrong yes can cost you more than you realize. In this Hot Take, Robin and Jennifer break down why travel advisors need to get more comfortable saying no; to misaligned clients, FAMs, meetings, expenses, and opportunities that look exciting but don’t actually support where you’re trying to go. They share how to gut-check opportunities against your bigger vision, protect your time and client experience, and recognize when a “great opportunity” might be pulling you off track. Plus, they share how they use AI and the Crucial Conversations framework to make clearer decisions and communicate a no without over-explaining or burning the relationship.

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Thanks to Our Tique Talks Sponsors:

• Travel Collection - Connect and learn more about TC’s DMCs
• Smeuse Studio - Strategic branding and website design for travel advisors

Kat Morga, founder of Adventure Smarter, talks about creating a travel business that feels authentic to you and naturally attracts clients who value the same things. She shares how her own travel experiences shaped her “splurge when it makes sense” philosophy, why she stopped trying to fit into the industry's version of luxury, and how she found a profitable niche without limiting herself to one destination. She also talks about why she loves local networking, finding your “cheerleaders,” using your website and email list to generate stronger leads, and knowing when to lean on other advisors and trusted DMC partners. This conversation is a reminder that growth doesn't have to mean becoming a different kind of advisor. Sometimes the smartest strategy is getting clearer about who you already are and building your business around it.

About Kat Morga:

Kat is the founder of Adventure Smarter, a travel advisory based outside of Nashville, Tennessee, specializing in FIT travel, safaris, river cruises, and multigenerational family travel - "Trips Done Right." She built her business from scratch, with no inherited client list and no background in luxury travel, which meant figuring out early on that she'd have to find clients the industry wasn't already handing her. Along the way she realized the field's default script - sell aspirational, sell ultra-luxury - didn't match the kind of travel she actually believed in or the clients she actually wanted. So she built her own positioning instead: direct, specific, grounded in firsthand experience rather than imagery. Kat is married with 2 young kids and has a Rick Steves autograph on her bookshelf.

AdventureSmarter.org

@AdventureSmarter

Today we will cover:

• (04:30) Why “splurge when it makes sense” became Kat’s travel philosophy
• (07:20) Building a client base when you don’t have a wealthy network
• (13:30) Why your niche doesn’t have to be a destination
• (21:00) Where Kat gets her best travel leads
• (24:30) Rejecting the travel industry’s obsession with ultra-luxury
• (35:00) Creating messaging that attracts clients who travel like you

Don't miss the Travel Business Intensive, happening August 24-26! Learn more and grab your ticket here → RESERVE MY SPOT!

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Don't miss the Travel Business Intensive, happening August 24-26! Learn more and grab your ticket here → RESERVE MY SPOT!

You can’t force your clients to read your emails. But you can make it a whole lot more likely. In this week’s Hot Take, Robin and Jennifer chat about why clients skim, skip, and straight-up ignore important information. From punchier subject lines and TLDRs to giving every email one clear job, they’re sharing how to communicate in a way your clients will actually consume. Turns out, getting clients to pay attention might have less to do with them and more to do with how you communicate.

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