TIQUE Talks: The Business Podcast for Travel Advisors

→ Grab Your Ticket to The Travel Business Intensive! Early bird pricing of $295 available through July 14!

AI seems to bring out strong opinions. Some people think it's the greatest thing since sliced bread. Others act like using ChatGPT is the first step toward the robot apocalypse. In this Hot Take, Robin and Jennifer tackle the question many travel advisors are asking: Should you be avoiding AI? They share how their own perspective has changed and the simple ways they're using AI in their business; from meeting recaps and task management to tax questions and time blocking. They also discuss the three biggest pain points travel advisors face and how AI can help solve them without sacrificing personalization. This isn't about replacing humans. It's about removing the drag in your business so you can show up as the best version of yourself for your clients, your team, and your family.

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Thanks to Our Tique Talks Sponsors:

• Travel Collection - Connect and learn more about TC’s DMCs
• Flytographer - Earn commission on professional vacation photography
• Cozy Earth - Use code COZYTIQUE at checkout

Heather Keller of Perfect Landing Travel returns to the show to share how she's leveraging AI to eliminate repetitive tasks and create more space for the work that drives growth. From client communications and workflow management to restaurant research and trip planning support, Heather has built a suite of custom GPTs that function as an extension of her team; bringing greater consistency, efficiency, and scalability to her business without sacrificing personalization.

Want to see Heather's GPTs in action? Join us inside the Niche Community on July 2 for a live demonstration where Heather will walk through the custom GPTs she uses to streamline operations, support her team, and deliver a more consistent client experience! Then, continue the conversation at Tique’s Travel Business Intensive, August 24-26!

About Heather Keller:

Heather is the founder of Perfect Landing Travel and a respected luxury travel advisor with more than a decade of industry experience. A consistent top producer with Departure Lounge since 2020, she has been recognized as a Travel + Leisure Rising Star and has helped lead her team to multiple industry nominations. Known for her psychology-informed approach to travel planning, Heather specializes in understanding what clients truly want from their travels—not just where they want to go, but how they want to feel. By combining deep client insight with innovative tools like AI, she creates highly personalized, high-touch travel experiences that feel effortless, thoughtful, and uniquely tailored to each traveler.

perfectlandingtravel.com

instagram.com/perfectlandingtravel

Today we will cover:

• (03:00) ChatGPT vs. custom GPTs
• (06:45) How Heather created GPTs for repeatable tasks and workflows
• (14:55) Using AI for client communications
• (20:55) Heather's favorite note-taking tools; Granola and Plaud
• (26:05) Auditing, tweaking, and refining outputs over time
• (28:10) How examples, standards, and boundaries improve output

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If you're selling everything, you're known for nothing. In this Hot Take, Robin and Jennifer make the case for niching down; why it leads to better clients, stronger supplier relationships, and real pricing power. They bust the "but I'll miss bookings" myth, share examples of experts crushing it in ultra-specific lanes, and give you three questions to help you pick your own. Hit play now!

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Thanks to Our Tique Talks Sponsors:

• Travel Collection - Connect and learn more about TC’s DMCs
• Flytographer - Earn commission on professional vacation photography
• Cozy Earth - Use code COZYTIQUE at checkout

Katie Ferrari, Regional VP of Global Sales at Hyatt Hotels Corporation, breaks down how preferred partnerships work behind the scenes and why they’re about far more than just extra perks. You’ll learn how programs like Hyatt Privé help advisors create more personalized client experiences, strengthen direct hotel relationships, and advocate for travelers more effectively from booking to check-out. Katie also explains when it makes sense to book through a preferred partner versus a wholesaler or DMC, how loyalty programs and advisor benefits work, and why the best advisors know how to use relationships, not just rates, to elevate a trip.

About Katie Ferrari:

Katie Ferrari is the Regional Vice President of Global Sales at Hyatt Hotels Corporation, where she leads sales teams across the Americas and oversees key relationships within Hyatt’s luxury, lifestyle, and leisure segments. A passionate hospitality leader, she is dedicated to building meaningful connections, mentoring others, and advancing colleague resource groups across the organization. Before joining Hyatt’s global sales team, Katie held leadership roles at Park Hyatt Washington and Starwood Hotels & Resorts. She lives in Atlanta with her husband, two daughters, and a rotating crew of foster kittens, and enjoys tennis, live entertainment, and travel.

linkedin.com/in/katieferrari

Learn more about Hyatt's Travel Professional Loyalty program and advisor benefits here: hyatt.com/events/en-US/groups/travel-professional-loyalty

Need help connecting your IATA number to your World of Hyatt account? Watch Hyatt's quick setup tutorial: World-of-Hyatt-Advisor-Planner-Profile-Setup-60s-1080p-EN.mp4

Today we will cover:

• (03:00) What a preferred partnership means
• (08:40) Hyatt Privé vs. consortia bookings: what’s the difference?
• (10:15) How advisors market preferred partnerships to clients
• (19:30) Advisor loyalty perks, qualifying tier nights, and client points
• (27:30) Who advisors should contact at hotels and why relationships matter
• (32:00) The future of advisor relationships

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Robin and Jennifer kindly drag the idea that sales has to feel pushy, awkward, or manipulative. Instead of convincing clients to book, they explain how great sales calls are really about building trust, uncovering the client’s real problem, and creating genuine connection. From avoiding “word-vomit” discovery calls to using intentional questions, tailored messaging, and even silence strategically, they share how advisors can approach sales with more confidence, authenticity, and ease. Plus, they preview their August 24–26 Travel Business Intensive featuring Marsha-Ann Donaldson on selling with authority and authenticity.

Resources Mentioned in This Episode:

Seven Figure Sales

Episode 152. The Legalities Of Selling With AI with Paige Griffith

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Thanks to Our Tique Talks Sponsors:

• Travel Collection - Connect and learn more about TC’s DMCs
• Flytographer - Earn commission on professional vacation photography
• Cozy Earth - Use code COZYTIQUE at checkout

Jessica Marks, strategic advisor and host of the Millions Were Made podcast, joins this episode to talk about auditing your business, uncovering hidden profit opportunities, and stepping fully into a CEO role without burning yourself out in the process. From operational inefficiencies and messy client journeys to underperforming websites, broken sales processes, and the mindset shifts required to scale, this conversation dives deep into the systems that separate overwhelmed founders from sustainable, profitable businesses. Jessica shares how she built multiple companies while working roughly 20 hours a week, why “being needed” is not the goal, and how founders can leverage automation, AI, delegation, and strategic infrastructure to reclaim both their time and profitability. Whether you’re a solopreneur feeling maxed out or a growing agency owner trying to scale sustainably, this episode will give you insight into building a business that supports your life instead of consuming it.

About Jessica Marx:

Jessica Marx is a globally recognized business strategist and the Founder of Tailored Premier, a global advisory firm helping entrepreneurs build scalable, high-performing, and sustainable businesses. A five-time Forbes Business Advisor and named a Top Female Advisor by Yahoo! Finance, she is known for translating complex business strategy into clear, actionable growth plans. With nearly two decades of executive leadership experience, Jessica has operated at the highest levels of multi-billion-dollar organizations, overseeing more than $150 million in annual budgets and leading teams of over 500 sales professionals. She has worked closely with executive leadership, CEOs, and boards to shape company-wide strategy and drive long-term growth. Today, she partners with entrepreneurs to simplify operations, scale strategically, and build businesses designed for both profitability and freedom.

tailoredpremier.com

Resources Mentioned In This Episode:

Episode 83: Attracting Ideal Clients & Fostering Relationships Built On Trust with Heather Keller

Episode 31: Leveraging Debt to Fuel Business Growth with Fractional CFO, Shay Bacani (Millions Were Made podcast)

Today we will cover:

• (01:45) Jessica’s corporate background, IVF journey, and launching her business with twins
• (05:00) The biggest mistake founders make when hiring help
• (13:25) Building SOPs and systems that multiply your capabilities
• (17:10) How branding, marketing, sales, and systems impact profitability
• (19:15) The domino effect of marketing, sales, and client conversion
• (28:10) How to audit your entire client journey step-by-step
• (33:55) What it realistically looks like to step into a CEO role

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Imposter syndrome? We don’t know her! In this Hot Take, Jennifer and Robin unpack why so many travel advisors are undercharging, overextending themselves, and wondering why they’re burned out by clients who treat unlimited access like a personality trait. From planning fees and pricing psychology to luxury perception, boundaries, and profitable service suites, this conversation is your reminder that your business is not a nonprofit. Whether you book five-star Italy itineraries or budget-friendly cruises, the goal is the same: build a business that pays you, protects your time, and supports the life you’re trying to create. Plus, hear why Shay Bacani might convince you to raise your rates immediately at The Travel Business Intensive this August!

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Thanks to Our Tique Talks Sponsors:

• Cozy Earth - Use code COZYTIQUE at checkout
• Flytographer - Earn commission on professional vacation photography
• Travel Collection - Connect and learn more about TC’s DMCs

From lighting and ambiance to design and sensory experience, the psychology of a space may matter more than most advisors realize. In this episode, Jennifer talks with Sara Bacon, founder of Opulist, a US-based searchable platform curating aesthetically compelling hotels, restaurants, coffee shops, and bars based on vibe and design rather than traditional travel metrics. Sara shares her background in psychology and how her research into neuroaesthetics supports the idea that beauty signals safety, abundance, and comfort, ultimately shaping nervous-system regulation and overall guest satisfaction. You’ll learn how travel advisors can improve client experiences by psychologically matchmaking hotels to client personalities, elevating even the most functional trips through intentional venue selection, and using Opulist’s vetted visuals and map features to build more emotionally resonant itineraries. Sara also touches on branding, consumer behavior, romanticizing everyday experiences, and why modern travelers are ultimately buying a feeling, not just a destination.

About Sara Bacon:

Sara is the founder of Opulist, a design-forward media and discovery platform spotlighting the most beautifully designed places to stay, eat, and drink. She leads Opulist’s vision at the intersection of hospitality, travel, and design - building a trusted brand that celebrates beauty not just as a luxury, but as a vital part of how we experience the world. Sara calls Newport Beach, CA home, but will travel anywhere a stunning location beckons her to. She’s equally delighted by fancy restaurants and local dive bars, and believes that one of the truest expressions of gratitude for this life is to enjoy it fully. Through her work, she hopes to help others do the same.

opulist.co

instagram.com/opulist

Today we will cover:

• (02:40) Meet Sarah Bacon; the origin of Opulist
• (07:25) The science of neuroaesthetics and why beautiful spaces make us feel safe
• (11:50) Why beauty and design influence creativity, abundance, and well-being
• (15:40) Why even “functional” trips should feel intentional and elevated
• (22:20) Psychological matchmaking: pairing hotels to client personalities
• (27:55) How Opulist vets hotels, restaurants, bars, and coffee shops
• (37:45) Content creation tips for capturing ambiance and “vibe”

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Some clients are dream bookings. Others make you question your career choices before your second cup of coffee. In this Hot Take, Jennifer and Robin get honest about toxic clients, scope creep, people-pleasing, and the moment you realize a trip is no longer profitable because a client is draining every ounce of your energy. They break down how to set boundaries before things spiral, when to try salvaging the relationship, and how to professionally “bless and release” a client without the guilt, drama, or five-paragraph apology email. Consider this your PSA to stop bending your business to fit the wrong people.

Mentioned In This Episode:

Scaling With Systems

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Thanks to Our Tique Talks Sponsors:

• Cozy Earth - Use code COZYTIQUE at checkout
• Flytographer - Earn commission on professional vacation photography
• Travel Collection - Connect and learn more about TC’s DMCs

Carrie Wallace, CEO of FamGuru, shares how travel advisors can use FAM trips more strategically to grow their business. From choosing the right FAMs and preparing clients for out-of-office time to building stronger supplier relationships and retaining destination knowledge, this conversation is packed with advice advisors rarely talk about. Carrie also explains how FamGuru helps organize photos, notes, and supplier insights into usable content and post-trip reports. Plus, the conversation dives into the small details that make a big impact, such as thoughtful follow-up, proper etiquette, intentional networking, and how to stop returning home from FAMs feeling overwhelmed instead of equipped to sell.

About Carrie Wallace:

Carrie is the Chief Executive Officer of FamGuru. With more than 20 years as a travel advisor and agency owner, Carrie Wallace has explored over 80 countries across 5 continents. A natural problem solver and MBA graduate from Northwestern’s Kellogg School of Management, she combines deep industry relationships with a passion for innovation to simplify travel for advisors and clients alike. Carrie is also a frequent speaker on entrepreneurship, technology, and the future of the travel industry.

famguru.app

Resources Mentioned in this Episode:

Episode 3: Preparing To Go OOO? Do These Things First

Mastering FAM Trips

Today we will cover:

• (04:00) Why FamGuru exists
• (11:30) Preparing clients & your business to go out of office
• (15:40) Building better supplier relationships during FAMs
• (20:35) Avoiding overwhelm & organizing information while traveling
• (28:50) How FamGuru works before, during & after a trip
• (33:25) Post-trip follow-up, feedback & relationship building

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