Travel Advisor Success Stories: Ashley Switzer, Sojourney Travel

Ashley Switzer.

Success Stories focus on veteran advisors and how they achieved success. Here’s a look at Ashley Switzer, an independent contractor at Sojourney Travel.

How did you get your start as a travel advisor?

In 2021, my personal travel advisor, Lori Stephens, founded Sojourney Travel and graciously invited me to interview for a role within the agency. Residing in the UK at the time amidst the challenges of the pandemic, I found myself with extra time on my hands. Having previously traversed mainland Europe extensively, the prospect of delving into an industry I held a personal affinity for seemed like the perfect fit. Joining Lori’s agency seemed serendipitous, offering a means to channel my passion and fill the void left by grounded flights and postponed journeys.

Although the initial year brought a slower pace to business, I embraced this period as an opportunity for immersion within the intricacies of the travel industry and truly understanding how it operates. Through training, continued education and a steadfast commitment to absorbing knowledge, I prepared myself for the industry’s eventual resurgence. I was confident that once the world regained its mobility, the demand for travel expertise would surge.

How did you build your business?

The first year was quiet, and that was okay with me. I learned as much as I could, and when the world slowly opened, I embraced every opportunity that came to me. I dabbled in a bit of every type of travel to find my niche. It wasn’t long before the allure of Europe and the beguiling charm of the Caribbean distinctly stood out as areas I would excel in, as both are destinations I am personally passionate about.

With this clarity, I focused on shaping my own distinct brand, interwoven with the ethos of my host agency, Sojourney Travel. Recognizing the necessary role of social media in our increasingly interconnected world – and the fact that I was separated from my target demographic by 8,000 miles – I dedicated my free time to cultivating a robust online presence. I then leveraged the power of word-of-mouth and social media to carve out my niche in the travel industry.

What characteristics make you a successful advisor?

While my extensive travel experiences undoubtedly provide valuable insights, it’s my background in project management that truly contributes to my success. I integrate project management principles and skills into my daily practice, treating each trip as a project in its own right. This approach ensures meticulous attention to detail, efficient resource allocation and a seamless execution, which ultimately enhances the overall travel experience for my clients, especially for those itineraries with many moving pieces. Each trip is curated specifically for the traveler, giving them a bespoke experience and ensuring they feel heard throughout the travel planning process.

What have your greatest challenges been?

My greatest challenges have been learning the intricacies of the industry from the inside out. When I jumped into this role, I was determined to have a comprehensive understanding of the industry and sectors that define it. What I encountered was a landscape characterized by complexity and fierce competition. Rather than succumbing to intimidation, I embraced the challenge and refused to let the competitive environment deter me.

What have your greatest accomplishments been?

I’m currently earning my doctorate in business administration to conduct research aimed at addressing the inherent challenges within various sectors of the travel industry. I believe many components of travel—airlines, for example—pose challenges for those of us on this side of the industry, and I’ve devoted my educational goals to conducting stringent research to improve and enhance our industry. Once complete, this will be my greatest accomplishment in this industry. But for now, I am proud to have built a business amid global chaos and am thankful that so many travelers trust me with their adventures.

What tips can you provide advisors new to the industry?

Always prioritize the best interests of your clients. This means not only rectifying any mistakes with honesty and integrity but also having the courage to advise clients when their requests may not align with their best interests. Clients entrust us with their travel goals, counting on our expertise and insight to guide them toward experiences that resonate with their personal preferences. It’s a responsibility we take seriously, ensuring that every recommendation reflects a thoughtful consideration of their individual style and desires.

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